Casting a Wide ‘Net’

Key to the software — and to our strategy — was a database that finally would enable us to capture information about our online file and allow us to start building the online relationships with animal advocates and donors we coveted.

For example, we now could e-mail those who lived in North Carolina about a bill that would curb animal fighting in their state, or send a tailored fundraising appeal to people who’d signed our online pledge to boycott Canadian seafood (a key strategy in our campaign to end Canada’s cruel seal hunt).