Cover Story : Cows and Chickens and Naked Celebs! (Oh My!)
PETA’s in-your-face campaigns get people talking, listening and, ultimately, giving.
January 2009 By Melissa BuschPeople for the Ethical Treatment of Animals. PETA. Its approach to getting people’s attention is bold, ballsy, bewitching — and often includes ads that feature celebrities in their birthday suits.
In the name of protecting every animal’s health and well-being, PETA investigates and exposes gruesome practices at slaughterhouses and animal-testing facilities, goes after fast-food meccas like McDonald’s and KFC, and protests any fashionista who thinks wearing fur is chic.
PETA knows that once you have people’s attention, and you have them talking and listening — and thinking — the next logical step is giving. The 28-year-old organization’s catchy slogans, in-your-face ads, and top-notch direct-mail and e-mail campaigns helped it raise a remarkable $31 million-plus in the fiscal year 2006 to 2007.
And it doesn’t hurt that PETA has a history of using its funds efficiently. In that same year, nearly 84 percent of its operating expenses covered programs that fight animal exploitation; only 11.96 percent was spent on fundraising efforts and 4.26 percent went to management and general operations, according to PETA’s Web site.
PETA has the formula figured out, for sure. But it knows that resting on its considerable laurels isn’t an option. Reaching members of every generation, whether they give now or 10 years from now, is paramount, so in addition to multiple sites devoted to cows, fur and going vegetarian, it also hosts sites that cater to both the young and old.
The organization most recently launched PETA Prime, which reaches out to baby boomers — those born in the post-World War II era between 1946 and 1964. Karen Taggart, PETA’s manager of fundraising innovations, is behind the effort, which launched in fall 2008.
“The target demographic is a little older, baby boomers,” Taggart says. “People think this group isn’t online, but they are there paying bills, shopping.”
PETA Prime features photos, blog posts, book reviews, healthy recipes, travel tips and financial information. Visitors are encouraged to chat about family, friends, companion animals, health tips, travel experiences and ideas on saving money.
“Their kids have left home, and they are thinking about what to do next,” Taggart says of this, well, “prime” audience. “Sixty-two now is different than it was 20 years ago, even 10 years ago.
“Boomers grew up in a socially revolutionary time — with Kennedy, Dylan, King. They want to make change and are passionate about it, and they like to give to causes that are important to them,” she adds.
501 Front St.
Norfolk, VA 23510
Phone: 757.622.7382
Web: www.peta.org
Annual operating budget: $30.9 million for FY 2006-07
Contributions: $28.5 million for FY 2006-07
Gross merchandise sales: Roughly $1 million
Mission (from peta.org): PETA is an international nonprofit organization dedicated to establishing and defending the rights of all animals. PETA educates the public about animal abuse and promotes kind treatment of animals.
About PETA (from peta.org): Founded in 1980, PETA operates under the simple principle that animals are not ours to eat, wear, experiment on or use for entertainment. PETA’s animal-protection work brings together members of the scientific, judicial and legislative communities to stop abusive practices. Aided by thorough investigative work, congressional involvement, consumer boycotts and international media coverage, PETA achieves long-term changes that improve the quality of life for, and prevent the deaths of, countless animals.
PETA has affiliates in the United Kingdom, Germany, the Netherlands, India and the Asia-Pacific Region.
PETA’s history: The organization was founded by Ingrid Newkirk and Alex Pacheco in 1980. Newkirk, PETA’s president, had given no thought to animal rights or vegetarianism until 1970 when she decided to take some abandoned kittens to an animal shelter. It changed her life and led to her first job working on behalf of animals.
She met Pacheco, an animal-rights activist, who was a volunteer at the animal shelter where she was working. Pacheco gave her a copy of Peter Singer’s book “Animal Liberation.” The book and her work with animals led to the pair starting the organization in her home in suburban Maryland. At the time, their goal was to influence as many people as possible about animal suffering.
Today the organization has 2 million supporters.
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PETA does amazing work on behalf of animals and I have been a supporter since their inception. While some of their efforts are radical, it DOES make people stop and think. I, personally would love to work for PETA!