Adam Church, an intern at Craver, Mathews, Smith & Company, wrote this instructive account of how three animal welfare organizations leveraged the Michael Vick abomination to raise funds online for their causes.

Adam's verdict: Humane Society of the U.S. did the best job at following the case, but PETA had the strongest overall email fundraising campaign. He says:

“They use facts and human interest together, appealing to both types of individuals (facts people and emotional people). PETA also makes the donor feel empowered with their special word choice. And they make it easy to donate.”

ASPCA was least aggressive in its online messaging. On the other hand, they were the only group to follow-up with a direct mail package, integrating the two channels.

If you're in the advocacy fundraising biz, here is a great case study, including links to the campaign emails. It might give you ideas for the future.

Great reporting, Adam!

Roger & Tom

P.S. Adam is an intern in CMS' Sheri O'Dell Memorial Internship Program. Roger is founder and maintains an interest in CMS.

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