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

By Joe Boland

As part of the aggressive approach to the campaign, the number of direct-mail acquisition pieces mailed was increased threefold over 2010. In all, 465,000 packages were mailed, along with 324,000 free-standing inserts over two insertion dates in four newspapers — the Detroit Free Press, Macomb Daily and Oakland Press had inserts on Nov. 9 and Nov. 16, while The Grand Rapids Press had the inserts on Nov. 10 and Nov. 17. Space ads were also utilized in two papers three times a week for seven weeks.