They’re Doing What?

For many donors, online communications are far more compelling than mass mailings. Links to audio and video files, such as The Humane Society of the United States’ celebrity audio PSAs to support its ProtectSeals Campaign, create a high-touch experience to connect constituents to an organization’s cause. E-mail allows organizations to communicate instantly at critical times — such as immediately after a national disaster, before a vote on the Senate floor or in the critical weeks leading up to elections — to capitalize on the timeliness of a specific appeal.