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

By Joe Boland

In addition, a 30-second rescue story on Addie aired on three television stations, along with a 60-second spot that ran on a different channel. The dramatic DRTV spots really pulled at the heartstrings, relaying Addie's need for emergency surgery and MHS providing her the care she needed. It ended with Addie looking at the camera and the call to action to "PLEASE GIVE" with the phone number and URL again provided.