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

By Joe Boland

"There wasn't any point where we thought it wasn't going to be successful," Diffen says. "Obviously there were challenges along the way due to the size of the campaign and the number facets that we used. Making sure all of those were integrated and that timelines were being met and deadlines were being met and everything flowed well — that was a challenge.