Digital billboards began popping up on Philadelphia area roadways and the reward money increased Monday to $25,000 as the search for a missing college student stretched into its fifth day.
The billboards came as Philadelphia Police and the FBI continued their search for clues and Shane's family planned to hand out more fliers in the community.
Shane Montgomery vanished in the early hours of Thanksgiving after he was asked to leave bar along Main Street in Manayunk. The 21-year-old West Chester University senior had spent the night out with some friends.
"Somebody knows where Shane is," said Shane's Karen Montgomery Saturday. "Somebody has to know something so you can't stop... It's a matter of he's our son and I won't ever stop looking for Shane."
Shane’s family asked for volunteers to step aside Sunday so law enforcement could operate without interference. The family watched as the police marine unit searched in the murky water of the Manayunk Canal.
“I want to find Shane and I want to bring him home,” said Shane’s mother Karen Montgomery as she watched the search.
Monday the search spread out as groups met at Kildare's before heading in different directions.
"We want to try to retrace his steps as best we can and go from there," FBI Supervisory Special Agent J.J. Klaver said.
In hopes of allowing Shane's family time to search for him, a GoFundMe page was launched. By midday Monday, the page had raised nearly $4,700 of a $7,500 goal to help out the Montgomery family as they continue to search for Shane.
“Funds raised will be used at the discretion of the family to assist them during the search process,” reads the GoFundMe post shared more than 1,300 times as of early Monday.
Within hours of Shane's disappearance, friends and family began passing out fliers in Manayunk, Shane’s Roxborough neighborhood and in other parts of the city and suburbs as the #HelpFindShane hashtag gained traction online.
"We're waiting for him to walk in the door, but you realize that each hour goes... it's just harder and harder," said Shane's father Kevin Montgomery.
A $25,000 reward -- $10,000 from the pub where Shane was last seen -- was offered for information that leads to finding Shane.
Montgomery was last seen Thanksgiving around 1:45 a.m. as he was leaving Kildare's bar. The bar's director of operations Jim Townsend said one of Shane's relatives works at the bar.
"Shane was a well liked, friendly customer known to our staff," said Townsend.
Shane, however, was asked to leave the pub after he bumped into the DJ's table, his parents said. Sources also told NBC10 there was a fight outside the pub.
For two days, hundreds of volunteers and police searched for Shane before the FBI joined the investigation Sunday. An FBI spokesperson told NBC10 their task force is often involved in missing persons cases when the person disappears under "suspicious circumstances."
Philadelphia Police do not suspect foul play, although his disappearance is considered suspicious. Authorities have used K-9s, helicopters and marine units to search Manayunk and Roxborough, as well as the Schuylkill River, which borders Main Street.
Family and friends have been unable to reach Shane on his cellphone, which was picked up by a cellphone tower in Lower Merion Township Thursday morning at 2:38 a.m.
Monday would have marked Shane's return to classes at West Chester University. University President Greg Weisenstein wrote on WCU's Facebook page Monday that counseling was available at the Chester County campus for any students or staff wanting to talk about Shane's disappearance.
Shane, who weighs about 140 pounds and stands 5-foot-11-inches tall, was wearing a buttoned- down gray shirt, gray hoodie and jeans when he left the bar. He also has a unique Celtic cross tattoo on his shoulder.
The Fraternal Order of Police offered Sunday evening a reward of $5,000 for reliable information leading to Shane’s safe return, bringing the total amount to $15,000. Karen asked that anyone who sees her son to call her at 215-920-2569. Anyone with information is also urged to contact Philadelphia Police Det. Valentino at 215-686-3353/54.