An Action Appeal
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A primarily direct-mail driven organization, HSUS raises just less than 2 percent of its adjusted gross income online, Handy says. While the organization is cautious in terms of integrating its online and offline campaigns and is beginning to consider testing to integrate and coordinate direct mail and e-mail, it's found success using the Web to run online campaigns "that may or may not include an actual direct appeal for funds," Handy says.
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