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

By Joe Boland

It helps that the animal-welfare organization — whose mission is to end companion-animal homelessness, provide the highest quality service and compassion to the animals entrusted into its care, and promote humane values — has a comprehensive strategic plan in place that takes MHS out to 2015 and then 2020. That plan has some pretty aggressive goals, Diffen says, and "in order to do these things and meet these needs and meet the goals and objectives, we need to add a better foundation, get more robust, get more comprehensive with the way we manage our fundraising."