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

By Joe Boland

The search component was targeted at new donors. A telemarketing campaign was instituted for active donors to AHS as well, with the executive director calling them to remind them of the telethon.

Results

By reducing the air time of the telethon itself and integrating new media, AHS was able to reduce its costs by 40 percent. And even with a lower budget and less air time to work with, it was able to achieve all of its goals.