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

A different light
If it ain’t broke, how do you fix it? You simply turn the whole thing around and look at it in a different light.

“We’d begun to realize that development isn’t the answer to opening to a new audience,” Sullivan says, almost sacrilegiously. “[Development] should be there, prepared through all their channels to take people who are driven to them and start developing fundraising relationships, but we have to find another way to get out there.