PETA’s in-your-face campaigns get people talking, listening and, ultimately, giving.

By Melissa Busch

“People of the boomer generation [generally] don’t know anything about social-networking sites,” she says. “My mother engages with the Internet in other ways. She e-mails me e-cards or interesting articles. She doesn’t post or share on MySpace. She prints out e-mails and reads them. They keep files of printed out e-mails. That [information is] all very important. It does relate to fundraising.”