November 9, 2004
The American Society for the Prevention of Cruelty to Animals has learned the value of collecting and using information about constituents to develop strong relationships and solicit donations through online communications. Among many e-philanthropy efforts, the organization deploys special appeals and targeted weekly newsletters according to information offered voluntarily by constituents, including geographic region. According to Jo Sullivan, senior vice president of development for the ASPCA, site traffic on http://www.aspca.org increased 56 percent in 2003 over 2002; the number of online gifts outpaced site traffic growth, increasing by 160 percent over 2002; the number of Web-site users increased by 48
