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

By Joe Boland

"We knew we needed to add basically an adrenaline shot to our fundraising," Diffen adds. "This type of campaign really offered all of the components we were looking for to do exactly that."

So with the help of Grizzard, MHS embarked on its first truly integrated acquisition campaign for the 2011 holiday season. In order to achieve its goal of acquiring new donors and adding active donors to its housefile, MHS and Grizzard utilized direct mail, free-standing newspaper inserts, direct-response television ads, movie theater ads, billboards, display ads, space ads and banner ads.