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

By Joe Boland

Most importantly, AHS was able to bring in a higher net revenue in 2010.

"Even by lowering our expenses 40 percent — we shortened the length of the telethon by over 50 percent — we were able to maintain the number of households that actually tuned in, we were able to increase how long they actually watched, we were able to clearly make some significant difference in terms of online giving and increasing that, and our net was actually higher this year," Vescova says. "So we were absolutely thrilled with the overall results."