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

By Joe Boland

At the same time, Addie also was featured in the annual donor appeal to the organization's current donors, major donors and lapsed donors.

"We made sure that we had very consistent messaging," Diffen says. "We made sure that the image and the color and the creative all matched so that if somebody saw the billboard, then got the piece in the mail, then saw it on TV, there was a very clear connection through all of that. It wove together very, very well for people."