PETA is a large non-profit animal rights organization founded in 1980 that uses digital platforms and social media extensively. It has over 1.8 million members and a presence on sites like Facebook, Twitter, YouTube, and Flickr. While PETA has effectively used shock advertising and celebrity endorsements in the past, its tactics have become predictable and ineffective, attracting criticism. To improve, PETA should shift from negative 'Don't' messages to positive calls to action that invite people to join the cause in a way that motivates them and makes a difference.

2. Of the Presentation

3. To analyze the growth of Non Profit Organizations on the digital front.Digital participation of PETA and activities done by them online on social networking websites.Analysis of Marketing Strategy of PETA (Problems and Solutions).

4. History of PeTA

5. Started its operations in Mumbai in January 2000.Founded by Alex Pacheco in 1980 in Norfolk ,Virginia.Largest organization with 1.8 million members and supporterswith 187 employees.Raises $25 million dollars a year from supporters.

6. Growth of PeTA on Digital Front

7. PeTA holds the 2nd position in the Top 25 Digital brand influencers list published in 2010. Source: Sparxoo.com

8. Digital Marketing Initiatives by PeTA

9. PeTA as a BrandHighly active.PeTA has its presence on most of social media websites like Facebook, Twitter, YouTube, MySpace, Filckr and many more.Lot of Word-of-mouth Initiatives through social platforms.

10. PeTA Facebook Page

11. PeTA Twitter Page

12. Marketing Strategy of PeTA

13. Present Marketing StrategyHas explored most of the marketing techniques-TVC, Celebrity Endorsements, Print ads.PeTA promotes themonline ads, pitching them to bloggers, Web features, providing activists with tool to promote ideas, e-mailers, bulletins on MySpace and updating information on Wikipedia.

14. ResultsPeTA has more than 26 years of campaign and media experience.The media promotions helped the network of supporters to grow from 7500 to 150000 through energetic gorilla marketing.

15. Problems

16. Tactics getting predictable and ineffective.

17. Shock advertising is failing to connect with the people leading them to criticize the organization.Hiring B class celebritiesOutrageous forms of advertising featuring women in vulgar poses also leading to criticism of the campaign.Extreme negativity against non vegetarians.Messaging doesn’t invite or motivate people to join the cause, just limited to creating a sensation.

18. Solutions

19. PeTA should do the following-Move from ‘Don’t’ messages to ‘Think and do’ messages.Passion Groups: “Support the cause that you strongly feel for. Your efforts count.”Pseudo players: “Support in whichever way you can, don’t sit and watch.”Prosumers: “Think…if it makes a difference to society, then support it.”Activists: “Be positive! Make a difference with care.”