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

By Joe Boland

That's why the Michigan Humane Society (MHS) went in with a focused, strategic plan to present to its board of directors and executive team, laying out why acquisition is essential for MHS to meet its goals moving forward. After several meetings, everyone was on board.

"We're very fortunate that we have a leadership team in place that understands the value of acquisition and understands that the lifetime value and return on investment is something that, if you do it right, you will absolutely see the kind of growth and support that you need to consistently enhance your organization and enhance your service delivery," says Marta Diffen, vice president of development at MHS.