“The Dian Fossey Gorilla Fund International, a charity for the protection of endangered mountain gorillas, has also received more than $350,000 (£252,000) in donations.”
The charity usually gets 20 adoptions on a weekend. A subreddit that calls itself apes sent 3,500 in six days and more than $350,000. Nobody planned it and no marketing agency took a cut. The meme did more for mountain gorillas than most fundraising campaigns.