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

But the devil-may-care attitude toward jumping in head first might be a little harder to maintain in the future. “The Internet was easy,” Sullivan admits, since so many people already had been booking travel and making transactions online. The new stuff will have to be tested more aggressively to make sure it’s an effective way to communicate with a pet-loving audience.