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

Sullivan predicts that the ASPCA soon will turn its efforts toward “everything from cell-phone technology to, I don’t know, blogging?”

“My objective is to figure out how to use fundraising technology and other communications tools to make the ASPCA relevant to every pet parent out there,” she says. “If it’s out there, and it’s a channel that people are using, we [want to] find a way to utilize it as well.”