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

By Joe Boland

Sticking to the plan

To make sure everything did weave together seamlessly, each component was launched in phases. On Nov. 1, the billboards went up to introduce the campaign. Within a week, the direct-mail piece was sent to specific ZIP codes based on demographic and wealth data. A follow-up appeal to people who had the greatest potential to convert was sent about three weeks later. Next came the space ads and the DRTV spots, followed by the rest of the creative. Within about a five-week time frame from the first billboard going up, all the components were active and visible.