Ettore Rossetti oversees Internet marketing campaigns such as Search Engine Marketing for Save the Children, with a focus on new donor acquisition. Save the Children is the leading–independent, non-profit children's organization. In addition to Internet marketing, he directs the e–commerce operation, selling branded merchandise on the Web such as licensed ties featuring children´s artwork. According to a recent article in The Chronicle of Philanthropy, Save the Children had one of the two biggest percentage increases (2,560%) in online giving among "international" agencies as well as was one of the top three Websites for dollars raised ($15.9M) in the same category