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 allows you to fill in the blank for your need for an animal,” Sullivan explains. “Does your animal need better veterinary care? We can help you get it. The dog down the street who doesn’t have a home — we allow you to be the voice for that animal. And then we work through our expertise to make sure all the animals are taken care of [by making sure you have the information and services you need].