Cassandra Koenen

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

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