PETA

The reprints are designed to shock donors into understanding (and provocatively so). PETA has long mailed it — and advertisements like it — without coming under fire for copyright legalities.

“Good fundraising should accomplish a couple of things, and one certainly is to motivate someone to make a donation,” Anderson says. “At the same time, I think there’s a really strong connection between motivating someone to donate and also giving them information that makes them feel connected to an issue.”