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

By Joe Boland

Somehow, the Arizona Humane Society had to find a way to raise just as much — if not more — money to address the increased need in less time on air.

To do that, AHS launched a multichannel campaign that included traditional communications along with innovative approaches.

"Through our partnership with ABC15 (Phoenix), who is our telethon media partner, we did do a 30-second promotional spot that began running on July 19," Vescova says. "We also had a telemarketing component, a direct-mail component, and then we also had a 30-second advertising campaign that ran two different commercials three weeks out from the event."