Viral E-mail Marketing for a Cause
August 1, 2007

When it comes to increasing brand recognition, viral e-mail marketing is the way to go. “Word-of-mouse” can exponentially multiply consumer awareness of your brand with just a few clicks. For this reason, viral e-mail marketing particularly is an effective tool to help nonprofits with lean marketing budgets increase Web traffic because it exposes an organization’s message to more people at less cost than traditional marketing tactics. “People are more likely to listen to, respond or to forward information that was provided by a friend. And since the Web is the first place many people go to learn more about an organization, even a remote

Global Update: IFAW Uses the Web to Reach the World
April 1, 2004

Seeking to end the slaughter of white-coat harp seals on Canada’s eastern shores, a small group of citizens gave birth to the International Fund for Animal Welfare (IFAW) three decades ago. The nonprofit has since become one of the largest global animal advocacy groups in the world with more than 2 million supporters and offices in 13 countries. International direct marketing is not new to this nonprofit. Each year, IFAW drops 12 million to 24 million mail pieces worldwide. Now, its “online division finally is catching up,” says Cassandra Koenen, IFAW’s manager of marketing and online campaigns. Until recently, the organization’s Web site had