November 13, 1997

Christmas Seals' On-Line Greeting

Compiled by MARILYN DICKEY, MARINA DUNDJERSKI AND HOLLY HALL

Two years ago, the American Lung Association expanded its annual Christmas Seals campaign to the Internet (http://christmasseals.org). The organization wanted not only to find a way to combat sagging responses to its direct-mail appeals but also to introduce Christmas Seals to a new generation of donors.

Although the Internet campaign has not brought in much money -- last year it raised only $800 -- the site was viewed 163,000 times, the