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

By Joe Boland

Since February 2007, Grizzard has worked with MHS on its annual direct-marketing campaign and really began to introduce the idea of integration in 2009. So MHS started implementing some multichannel integration on a minimal scale but never really launched a fully integrated campaign.

That is until MHS and Grizzard looked at the strategic plan, analyzing where the organization was and where it wanted to be, ultimately deciding 2011 was the year MHS would go ahead with a truly integrated effort.