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.

1. grizzard.com
229 Peachtree Street
Suite 1400
Atlanta, GA 30303
Tonie Howard
DETROIT
Vice President, Animal Care
404.935.7406
“Our partnership with
Grizzard has resulted
in more and better tools
at our disposal when it How integrated fundraising worked for Michigan
comes to engaging support for Humane Society—and how it can work for you.
our cause.” The first in a series of reports Brought to you by the Grizzard
— Marta Diffen, cawa on the changing role of animal Communications Group
director of development
michigan humane society welfare societies
“Working with Grizzard is
a true partnership —
and the animals win.”
— Cal Morgan, president & ceo
michigan humane society

2. Detroit and southeast Michigan.
It would be hard to find another area
of the country that has been hit harder
by the troubled economy.
Yet while the rise in unemployment
and homelessness has taken a toll on
many residents, it is perhaps the
defenseless animal population that is
most severely affected by the decline.
Do animals even have a place in the picture?
Michigan Humane Society Case Study grizzard.com tonie.howard@grizzard.com

3. Homeless dogs and cats are routinely The Michigan Humane
abandoned like the numerous vacant
buildings that have fallen into disrepair
Society is there to fill
and decay. the void.
Some residents have fallen on hard times Though the community has seen its share
and simply don’t have the resources to of adversity, they have banded together to
provide food, shelter and medical care lend their overwhelming support
for their pets. And far too many animals to animals in need. Despite
are the victims of cruelty and abuse. the hardships and the
heartaches, there is hope.
Michigan Humane Society Case Study grizzard.com tonie.howard@grizzard.com

4. 100,000
Michigan Humane Society approached Grizzard three years ago and
asked us to develop a donor stewardship and acquisition program. Their
goals were simple: more donor-centric messaging and segmentation,
improved retention rates, and a bigger, stronger donor database.
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.
The number of animals Acquisition Retention integRAtion
cared for by the Michigan
Humane Society this year. Prospective donors were
reached through direct mail,
newspapers, wealth-scored
Multi-year and multi-gift
packages were designed
to increase gift frequency
Offline and online efforts
were coordinated to
align messaging
zip code saturation mailings and size
For more than 130 years, the Michigan
and billboards
Humane Society has been a safe shelter Personalized acknowledge-
Lapsed donor appeals and ment calls and written
for animals in need. They provide care A new donor track was strategies were developed correspondence were
for homeless and abandoned animals, created to include welcome to increase donor retention included to strengthen the
calls, welcome messaging and donor relationship
advocate for some of the toughest animal cultivation techniques
Targeted gift asks and
cruelty laws in the nation and find loving
messages were employed to
homes through animal adoptions. increase Donor Lifetime Value
Michigan Humane Society Case Study grizzard.com tonie.howard@grizzard.com

5. The results speak for themselves.
The numbers below confirm the Due to our innovative, collaborative
strategy. Local awareness surged, approach, many of Detroit’s most
new donors were acquired and desperate animals have found relief
long-term relationships increased — and the resources have been put
in depth and relevance. into place to help many more.
+69% Number of
Holiday Gifts
2006
Revenue
Online + %
40 Number
of Gifts
2009 Giving
Total Net Revenue
+36 % 82
$
.75 Gift
Average
+17% Average
Gift
2006 Lapsed Donor/
New Non-Direct Mail
Donors Donor
2009
New Donor Acquired Reactivation -5% Cost Per Donor
+27 %
.6 Reactivated
+64%
- New Donors
Activated/Reactivated
Detroit and southeast Michigan
Michigan Humane Society Case Study grizzard.com tonie.howard@grizzard.com

6. Since the partnership with Grizzard began
three years ago, our efforts increased their
donor value by nearly 59% and we helped raise
$6,980,470 for the Michigan Humane Society.
How many more animals could you help
by working with Grizzard?
More revenue means: More dogs and cats receive
food, care and shelter
Partner with Grizzard
and do more.
More spay/neuter surgeries
More resources to support
your mission
More animals rescued from cruel
and neglectful situations
More community outreach
More animals find
loving homes
Michigan Humane Society Case Study grizzard.com tonie.howard@grizzard.com