Fundraising Gone Wild!

AHS also incorporated e-mail, social media and search, working with search marketing firm Covario to implement the search marketing campaign.

Objectives

The goal of the pet telethon every year is to raise as much money and support as possible so AHS can fulfill its mission and care for as many animals as possible. In 2010, however, the objective was twofold. Last year, AHS did a perception study and learned that while the organization had strong name recognition and favorable public perception, people didn't necessarily know the scope of its programs and services, Vescova says.