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

By Joe Boland

So MHS and Grizzard looked at potential themes that could tie the campaign together for new and old donors alike. Knowing the power of "you" in donor communications, they came up with the tagline "Believe You Can Make a Difference." They also wanted to put a consistent face to the campaign, featuring one animal throughout so whenever a prospect saw that animal's face, he or she immediately thought of the campaign. The animal Grizzard and MHS decided on was Addie, a white pit bull who received emergency surgery from MHS and is now a healthy, happy canine.