PETA’s in-your-face campaigns get people talking, listening and, ultimately, giving.

By Melissa Busch

Steve Kehrli, PETA Foundation development director, says PETA doesn’t share specific campaign numbers but that this campaign was one of its most successful.

Risk-taking rewarded
Taggart says most of PETA’s donations are generated from direct-mail campaigns, though cash raised from e-mail appeals is increasing. And this year, PETA hopes to jump into mobile fundraising.