Pulling Power

Then, there is a Tree Lighting Ceremony free of charge to donors to attend so they can view their pets’ ornaments displayed on the trees.

“People love their pets, and they love showing off their pets,” says Anthony Genovese, CEO of full-service direct-response agency DaVinci Direct, which partners with MSPCA-Angell and won FundRaising Success’ 2011 Gold Award for Fundraising Excellence for the Holiday Tree campaign. “This gives them an opportunity to help an important cause, to really connect with the organization in a personal way, and to honor their pet at the same time.”