Fundraising Gone Wild!

Strategy and deployment

The 2010 campaign began in February 2010 and continued until the date of the run itself, Sept. 26, 2010. During those seven months, the organization sent out marketing communications constantly through all the channels: 100,000 leaflets and posters were distributed throughout London (all printed on recycled paper); 300 packs of posters and leaflets were sent to gyms, police, firefighters and Army personnel, with each pack accompanied by a letter encouraging recipients to form a team for the Great Gorilla Run; 12,000 e-mails were sent to Runners World magazine subscribers, deployed in two batches; and monthly e-newsletters were sent to runners and supporters who had shown interest in 
the organization.