MADISON, Wis. -- Detectives said that they're hoping the thousands of Beltline drivers will help in their efforts to find those responsible for the fatal stabbing on Madison's south side last week.

Adams Outdoor Advertising has donated space on one if its electronic billboards to promote the $35,000 reward for information leading to an arrest in the Joel Marino homicide case, WISC-TV reported.

Marino, 26, of Madison, was found stabbed outside his home on Jan. 28. He died a short time later at University of Wisconsin Hospital from his injuries. Investigators said that they believe Marino was probably attacked inside his home and that he was trying to make his way to nearby St. Mary's Hospital for help when he collapsed.

Police said that they the attack could have been random.

On Jan. 30, an anonymous donor offered $30,000 to kickstart the reward fund. Since then, additional donations have brought the total to more than $35,000, WISC-TV reported.

Adams Outdoor Advertising officials said that they reserve a slot in the rotation of their electronic advertisements for cases like the Marino investigation. They said the slot is also often times used to announce community service initiatives or charitable events.

Authorities are asking anyone with information on the case to call Madison area Crime Stoppers at 608-266-6014.