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

By Melissa Busch

Asked to sum up PETA’s fundraising success, Kehrli says it boils down to simplicity.

“One of the keys to our success has been that in everything we do to raise money, we always tie it back to our main purpose as an organization,” he says.

“We are not here to raise money for the sake of raising money; we are striving every day to better the lives of as many animals as possible. The success of our fundraising translates directly to helping more animals. It’s really that simple.”