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

By Melissa Busch

Currently, Bartlett says, PETA uses a free service that allows it to send text messages to people but is not involved in any actual mobile fundraising
campaigns. On Black Friday, for example, text messages were sent out wishing people a “Happy Fur-Free Friday.”

“People are out [shopping], so they aren’t checking their e-mails on Black Friday,” Bartlett says. “This is a way to stay relevant. It’s reminding people, if you go out today, don’t buy any fur. You’re staying in touch with potential donors.”