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

By Melissa Busch

When a person answers a call to action — for example, agreeing to ditch fur or go veg — that person begins receiving weekly news and other information, he says. That person also starts receiving appeals.

“The actions have to be coordinated,” he adds. “We get the message out over the Internet, and [the fundraising team] handles asks and appeals. It’s crucial that you take a holistic approach. Marketing and fundraising must work hand in hand. You can’t just ask for money. You have to give them a reason to come and be a part of your mission.”