Winning elements of multichannel fundraising campaigns from the Gorilla Organization and Arizone Humane Society

By Joe Boland

— Joe Boland, senior editor

The Great Gorilla Run

Each year, the U.K.-based Gorilla Organization emb arks on its Great Gorilla Run campaign in London to raise money and awareness to save endangered gorillas. But this isn't just any ordinary fundraising campaign. The event itself involves participants dressed in gorilla suits running seven kilometers (4.3 miles) for the cause. And the way it's marketed is unique as well.