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

By Melissa Busch

The organization most recently launched PETA Prime, which reaches out to baby boomers — those born in the post-World War II era between 1946 and 1964. Karen Taggart, PETA’s manager of fundraising innovations, is behind the effort, which launched in fall 2008.

“The target demographic is a little older, baby boomers,” Taggart says. “People think this group isn’t online, but they are there paying bills, shopping.”