A passion for putting pets first — and for staying ahead of the curve — fuels the ASPCA’s innovative strategies, and kept it energized when Katrina-relief efforts, a rebranding campaign and the overhaul of its development department all converged.

By Margaret Battistelli Gardner

For the first time in its history, the ASPCA also now has a tagline as part of its organizational logo, as opposed to the come-and-go tags that have made appearances over the years, emphasizing specific services it offers, such as adoption. The new, universal tag, “We Are Their Voice,” is all encompassing.