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

By Joe Boland

"With all the information that's out there, [the people at MHS] knew if they wanted to strategically start to grow in terms of donor counts and dollars, they had to look at how they did business differently," says Tonie Howard, vice president of the Animal Care team at Grizzard. "They knew that they needed to [have] a larger number of new donors coming on to support them, and they felt that the type of donor they wanted wasn't necessarily strictly a one-channel donor, but more of a multichannel donor."