Fundraising Gone Wild!

Direct mail also was coordinated with community partners. The Gorilla Organization mailed letters, leaflets and posters in a packet to gyms, fires stations, police stations and Army barracks in the U.K. to disseminate, while also encouraging them to put together their own teams for the run.

That was just the start of it. All of the posters, leaflets and letters drove potential participants and donors to the website, GreatGorillas.org. 
There, they could register or find ways to donate to the organization or sponsor a runner. To bolster traffic, the Gorilla Organization used several online marketing components as well. E-mails went to subscribers of Runners World magazine — about 90,000 — as 
a recruitment technique, and monthly e-newsletters were deployed to the housefile of about 3,000 comprising past participants and others who have shown interest in the Gorilla Organization.