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

By Melissa Busch

“It’s great, but it’s not for boomers. The Internet is a place [where] if you don’t belong, you walk out. Those are potential donors walking out,” Taggart says of older visitors who might not appreciate the dark humor of the Cooking Mama send-up.

Taggart says it’s critical for an organization to know its audiences and how each likes to receive and digest material.