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 was about Moves Management for the donor for us,” Sullivan explains. “We really wanted to be able to create a world in which the donor could come in as a $25 donor through whatever channel of direct marketing they came through — whether it was telephone, Web or mail — and have a solid cultivation experience, and then allow the special-giving side of the house free access to those donors that they needed for their cultivation purposes, whether it was inviting them to an event or major gifts.