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

By Joe Boland

As for DRTV, 284 ads aired on four different stations. The 60-second public-service announcement aired Nov. 14 to Dec. 31 on Detroit's ABC affiliate. From Nov. 7 to Dec. 31, the 30-second PSA produced by Grizzard aired on Detroit's FOX affiliate, as well as Grand Rapids' NBC and CBS affiliates. The video was also featured on the MHS homepage, as well as the campaign landing page. In addition, movie theater locations in Ann Arbor utilized ads for four weeks, resulting in 4,592 impressions, while 22 billboards, including six digital billboards, displayed Addie's image.