Case Studies: Using Printed Materials to Raise Funds in an Uncertain Economy

To generate interest and revenue, Pet Paw-see featured 12 animal lovers' pets as “pets of the month.” It held an auction to determine which pets would be featured. Each pet appeared in a full-page, color photo for a particular calendar month if its owner won the auction, with a minimum opening bid of $50. Owners could also submit their pets’ photos to become a “pet of the day” on any given day of the year for $10. Owners e-mailed their photos or had them scanned.