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

By Joe Boland

Display network ads also ran through November and December on organizations' websites such as Animal Planet, Consumer Guide Products, Discovery Channel, Oprah Winfrey Network, TLC and Petfinder.

While MHS and Grizzard had the details meticulously planned for this integrated campaign, there were a few bumps in the road. The typical challenges that arise with a fully integrated multichannel campaign — meeting deadlines, making sure everything flowed well, etc. — made the project management aspect a crucial part of the campaign.