Cover Story: Cows and Chickens and Naked Celebs! (Oh My!)
Everything Bartlett’s department does is about cultivation, he says, explaining, “We open up the wall by letting people know what the organization is doing. We bring people in by posting action alerts, sending out messages, and then we build on that. That’s the foundation for fundraising.”
“It’s very important that marketing and fundraising work together,” Bartlett adds.
When a person answers a call to action — for example, agreeing to ditch fur or go veg — that person begins receiving weekly news and other information, he says. That person also starts receiving appeals.
“The actions have to be coordinated,” he adds. “We get the message out over the Internet, and [the fundraising team] handles asks and appeals. It’s crucial that you take a holistic approach. Marketing and fundraising must work hand in hand. You can’t just ask for money. You have to give them a reason to come and be a part of your mission.”
Kehrli echoes that message: “I think my advice to [organizations big and small] is to think big and plan it out.”
“Talk to others at your organization from all different levels, and listen closely to your donors,” he adds. “Some of our best fundraising initiatives have come from the suggestion of a donor or a junior staffer outside of development.”
Asked to sum up PETA’s fundraising success, Kehrli says it boils down to simplicity.
“One of the keys to our success has been that in everything we do to raise money, we always tie it back to our main purpose as an organization,” he says.
“We are not here to raise money for the sake of raising money; we are striving every day to better the lives of as many animals as possible. The success of our fundraising translates directly to helping more animals. It’s really that simple.”