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

By Joe Boland

"We devised a strategy with [Covario] about how we could leverage our Google AdWords account — we have a $10,000 grant that we weren't fully taking advantage of, so we thought there's an opportunity there to tailor some advertising to the telethon," says Meredith McCreight, online  communications and marketing manager at AHS. "So Covario created some targeted messaging and began putting that out there a week before the telethon."