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

The rest
The remainder of the creative comprises condensed, tweaked versions of the direct mailers. A space ad in black-and-white has the bare essentials to respond. The online banner ads simply have the image of Esmeralda with the tagline and a button to "Make a gift," as well as the AHS logo. The billboard ad is pretty much the same, with the URL and "Donate Today" accompanying the image of the dog and the tagline.