Pets Are People, Too

Sullivan also said that the ASPCA is “testing out of” the use of photos of suffering animals in direct mail, though those heart-breaking images still seem to work in television efforts.

Match your mission
As a group, Catena says, animal-welfare donors respond well to photos and, where applicable, whimsical copy. The ASPCA’s new “We Are Their Voice” campaign, with its images of seemingly happy animals holding speech bubbles, bears that out.