Fundraising Gone Wild!

The Gorilla Organization utilized everything from direct mail to e-mail, social media, e-newsletters, canvassing, search, and online and offline advertising with the goal of raising more money than the year before (more than 230,000 pounds or $373,132). Perhaps the biggest element of direct marketing was the use of leafletting — groups of people dressed in their gorilla suits and branded T-shirts went out early in the morning and set up shop outside of London's major train stations to hand out event leaflets to the city's 3 million or so daily commuters.