Joe Mann

With 7 million members and constituents, The Humane Society of the United States (HSUS) certainly draws a bevy of donor support. But competition continually stiffens, and nonprofits can’t slack on promotion, or their donors may stray. So, when HSUS was seeking a new way to raise funds from current and prospective donors, it came up with a picture-perfect plan. It hired online communications provider Exciting New Technologies to create a streaming video e-newsletter campaign that would both woo and educate its audience. Launched April 22, 2003, the effort dropped a combination of biweekly and weekly messages to approximately 14,000 opt-in subscribers who

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