Jo Sullivan

No matter who you’re marketing to, you’re more than likely to reach a pet owner. After all, 63 percent of U.S. households—more than 71 million homes—have one or more pets, according to the 2007-2008 National Pet Owners Survey, conducted by the American Pet Products Manufacturers Association. But while the pet owner market might encompass more than half the country, not all pet owners are created equal.

By Lisa Yorgey Lester The ASPCA unleashes the interactive power of the Internet to build relationships and boost awareness. When it comes to building relationships with constituents, there perhaps is no more effective a tool for nonprofit organizations than the Internet. As the American Society for the Prevention of Cruelty to Animals (ASPCA) has learned, the interactive nature of the Internet allows fundraisers to personalize visual appeals that tug on the emotions and purse strings of Web site visitors. What's more, the relative low cost of e-mail messages makes it a cost-effective vehicle for the frequent communications necessary to attract constituents, drive action

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