What's in a Name?

"For whatever reason, historically, we did not promote our URL in our television advertising," he adds. "Now we do. Historically, I think 20 [percent] to 23 percent of our sponsorships came through the online channel. Now it's up to about 50 percent."

Since its beginnings as China's Children Fund, the primary way individuals have supported the ?organization is through sponsorship of individual children, many times from birth through young adulthood. The organization's major acquisition channel is DRTV, but this year it's planning on changing its media mix. Historically, ?the online channel accounted for 3 percent of its media mix, and it intends to increase that to around 20 percent, including search, SEO, display advertising and social media.