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 with the two VPs in place,” she adds, “there’s constant communication to make sure that that donor never knows that they’re being passed around for other marketing opportunities.”

The ASPCA currently is working with a consultant to apply the same types of analytics to major gifts and planned giving as historically have been used to measure and justify direct-response efforts.