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

By Joe Boland

At the same time, website traffic during the campaign more than doubled, and online revenue increased by 28 percent. MHS also increased its overall revenue by 8.6 percent and grew its active donor file by almost 13 percent. And even though the number of direct-mail pieces tripled to penetrate the market deeper, the cost to acquire a donor was only $1 more in 2011 than it was in 2010.