Case Study: Minnesota Animal Humane Society's Year-End Fundraising Campaign

As donors become more sophisticated and more inundated, a meticulously planned multichannel fundraising campaign is a must come year end. The Animal Humane Society (AHS) in Minnesota understands that and has already laid out a detailed, integrated campaign for the 2012 holiday season.

Working with direct-response fundraising agency Grizzard Communications Group, the organization dedicated to engaging the hearts, hands and minds of the community to help animals is utilizing a media plan across the greater Minneapolis-St. Paul area, according to Grizzard, which includes the use of direct mail, free-standing inserts, online banner ads, space ads, billboards, bus shelter ads, movie theater ads and TV spots. The integrated creative features the dog Esmeralda in each component, along with the tagline: "Believe you can make a difference."