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Charming
Creatures.com Benefits Animal Rescue Groups With New Animal Themed
Gift Store
Karen Horne turned her lifelong love of animals into a website carefully crafted to make shopping online for animal themed gifts and collectibles an enjoyable experience, while benefiting animal charities at the same time. Charming Creatures.com's donation pogram developed "almost organically," said Horne. "Being able to donate some of our profits to animal welfare groups was always in the back of my mind. Now, it's a part of our business model." It was the cost of online advertising that sparked the idea. "Because we're new, we're in the position of having to spend hundreds of dollars every month on advertising, money that's simply lost," Horne said. "What if we instead took most of that money and sent it to animal charities in exchange for a text link from them?" Allowing themselves to be public ally linked with a for-profit business would create legally burdensome tracking and reporting requirements for a nonprofit, so the text link idea was out. But Horne decided to implement the program anyway. "We'll certainly continue to publicize it on our own website. I don't know how much that will influence purchases or return visits, but it will make our customers feel good, and in the long run it will accomplish our goal, which was contributing to the welfare of creatures who are often helpless to get themselves out of bad situations." While Charming Creatures.com has voluntarily agreed not to name the organizations to which it sends a donation each quarter, it can still display informational links back to numerous national and local animal rescue organizations on its website, so their customers can learn about them. "What excites me about this concept is that not only are we able to contribute to the incredible work they're doing; we're also in the position of telling our customers about them, possibly creating a whole new group of donors for these groups," said Horne. Charming Creatures.com carries items ranging from animal-sound alarm clocks to cat salt and pepper shakers, to figurines from such well-known artists as Amy Lacombe (Whimsiclay), Real Musgrave (Pocket Dragons), Dottie Dracos, and Kitty Cantrell (Kitty's Critters). Horne says there's something in their online store for every animal lover. For more information please write to Karen Horne at khorne(-at-)charmingcreatures.com
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