Casting a Wide ‘Net’

In November 2004, we launched our first, major, list-building campaign, the Petition for Poultry, an online petition that called on Congress to amend the federal Humane Methods of Slaughter Act to include poultry. The campaign resonated with animal advocates: Within three weeks, the petition had recruited more than 16,000 new members — thanks to our existing list members who urged friends and family members to sign the petition. Today, the petition has more than 147,000 signatures, each representing an active, online advocate.