Michigan Humane Society used an integrated donor-acquisition campaign to grow its donor file

By Joe Boland

The letter described Addie's story and highlighted the ways donors can make a difference with their dollars to help animals like Addie. It was signed by President and CEO Cal Morgan, which was followed by a postscript that read, in bold type, "Let me urge you to send your generous gift today," followed by the reply device with a pre-checked yes response.