Total Net Revenue Increased +36%

THE CLIENT: Michigan Humane Society

THEIR CHALLENGE: Some residents have fallen on hard times and simply don’t have the resources to provide food, shelter and medical care for their pets. And far too many animals are the victims of cruelty and abuse.

THE STRATEGY: Create a donor stewardship and acquisition program.
Grizzard was excited by the opportunity to work with one of the nation’s oldest and largest humane societies. Specific channels were developed based on the donor’s relationship with MHS to incorporate targeted messaging and unique package treatments. This included:

• Prospective donors were reached through direct mail, newspapers, wealth-scored zip code saturation mailings and billboards
• Multi-year and multi-gift packages were designed to increase gift frequency and size
• Offline and online efforts were coordinated to align messaging
• A new donor track was created to include welcome calls, welcome messaging and cultivation techniques
• Lapsed donor appeals and strategies were developed to increase donor retention

THE RESULTS: +36% Total Net Revenue
Due to this, more animal were rescued, treated, and placed than ever before.

• +69% holidays gifts
• +27% acquired donors
• +17% average gift
• +64% donors activated/reactivated

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