An Action Appeal

To illustrate the difference between an online appeal and a campaign, Handy uses an example of a three-part "protect the seals" campaign HSUS ran online to its full housefile. The campaign involved three e-mails, beginning with a campaign kickoff on March 16, then a donation appeal on March 29 and a campaign wrap-up on April 11. The campaign was tied to the beginning of the seal hunt in Canada, Handy says, which begins on March 29, the same day the e-mail appeal for money went out. The campaign was very successful, he says, driving people through the e-mails to sign a pledge to boycott Canadian seafood.