Katya Andresen, a fund-raising consultant, writes on her blog, Nonprofit Marketing, that too many nonprofit groups focus on how to market themselves, instead of of thinking about who they want to reach and why they want to appeal to those people.

As an example, she points to a recent effort by the People for the Ethical Treatment of Animals to promote its work. The charity has set up a Web site mocking the television stars Mary-Kate and Ashley Olsen for wearing fur. It includes a spoof of the actresses’ former show, Full House, and a game where visitors can dress the twins in blood-covered fur coats.

While the celebrity bashing has earned attention from some blogs and will probably excite people who already support the group. Ms. Andresen writes that in her mind, the campaign is a bust.

“If it’s trying to get the Olsens or other celebs to embrace PETA’s cause and/or get new people to support PETA by writing to the Olsens or giving money, I doubt this will work,” she writes.

What do you think? Is the Olsen campaign a home run or a strikeout for the animal-rights group? What are the important elements that make a good nonprofit marketing campaign? Share your views by clicking on the “comments” link below.