And The Winners Are ...

In 2005-2006, Jo Sullivan launched the ASPCA into a rebranding effort that helped it reposition itself as a unique entity in animal welfare. She did it even though ASPCA’s coffers where healthy, there wasn’t much time for testing, and there was a chance the new look of the ASPCA brand might alienate existing donors. The effort illustrates the traits that establish Jo as the kind of fundraiser that will drive the sector in the near future: fearless, innovative and savvy. She’s also multi-faceted — combining true love of her mission with equally true love of her job, and the genuine concern of a grassroots fundraiser with the hardcore business know-how that fuels consumer-side marketers. We’d been hearing Jo’s name as “someone to know” for quite some time before we featured ASPCA on our April 2006 cover. But hearing about Jo is one thing; knowing her is quite another. We’re happy to honor her here because she has the smarts, the style and the balls to keep the ASPCA on the cutting edge of friendraising and fundraising, and to serve as a great example for her peers and those coming up in the sector.