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

Before the restructuring — which Sullivan says was based on the examples of other hugely successful organizations — direct response, major gifts and special events were grouped together, with corporations and foundations in another camp. And everyone was reporting individually to Sullivan. Now, the channels have been divided into just two camps, each with its own vice president reporting to her. The direct-response side encompasses direct marketing, direct mail, telemarketing, e-mail and e-marketing, member communications and non-solicitation tools such as the magazine and Web site; the special-giving camp carries major gifts, planned giving, trust and estates, corporate and foundation giving, and special events.