The foundation, development, and “guerrilla marketing” success of advocacy group Invisible Children, which made headlines earlier this year with its viral video about Ugandan warlord Joseph Kony, is examined in a Bloomberg Businessweek feature.

The documentary Kony 2012, posted online in March, stirred a global discussion of both war-crimes suspect Kony and the use and effectiveness of social media in promoting causes.

The article looks at Invisible Children’s operations before and since that watershed and its unprecedented success in connecting with, and securing donations from, millennials whose giving patterns differ significantly from those of baby boomers and Generation X. Bloomberg Businessweek estimated that the organization will at least triple its 2011 revenue of $13.7-million this year.