Ayumi Stubbs

Viral marketing, or “tell-a-friend,” e-mail campaigns can be an effective tool for broadening the reach of marketing messages because they encourage recipients to share your missives with their friends and family. As forwarded communications are received from a trusted source, this approach can be a particularly useful way for nonprofits to generate awareness of their cause, and to drive new constituents to a Web site. This week, Target Marketing talks with Ayumi Stubbs, manager of Internet communications for the American Society for the Prevention of Cruelty to Animals (ASPCA), about how the nonprofit is using viral marketing to spread its message and drive donations. Target

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