StealSmart

Consider the example of Heifer International, one of the first charities to fully embrace the Internet. Heifer launched its ground-breaking, online “alternative-giving” catalog of livestock and agricultural products in 1997, promoted it to a small list of e-mail addresses and raised about $90,000. Fast-forward 10 years, and Heifer now promotes its Web site heavily via postal mail, e-mail, and an elaborate suite of online advertising and viral recruitment efforts — and raised more than $19 million in 2005. It tracks gift givers’ and receivers’ every click to build a detailed profile and tailor thank-you and other follow-up communications to enhance loyalty.