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

By Joe Boland

The same type of creative was used for the billboards, which were located in 22 locations throughout the Detroit metro area. Addie's face appeared next to the tagline, with the MHS logo below that and a simple, straightforward call to action: "DONATE TODAY." Below that was a phone number and the MHS URL to drive people to the telephone or online. Variations of the billboard were converted into banner ads, substituting the phone number and URL for a "Make a Gift" button, which took people to the landing page. That message was also used in the free-standing inserts and newspaper ads.