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

It also lent itself to cheeky new imagery that puts a bit of a funky spin on traditional pet pictures: The cat, dog, bird, turtle, fish, rabbit and horse models that now inhabit the ASPCA’s Web site and direct mail each hold a speech bubble in its mouth that elicits a giggle while at the same time driving home the “We Are Their Voice” point.