Case Study: Minnesota Animal Humane Society's Year-End Fundraising Campaign

The bus shelter ads add a little copy: "Cats and dogs in the Twin Cities are homeless. Helpless. Waiting for someone like you to help. Make a difference for animals in need. Make a gift today." A QR code is provided as well. And the free-standing inserts have the shorter version of the letter and a similar replay device as the direct mail.

Then there is the video, which again focuses on Esmeralda and her story, which you can view here.

Ready to roll out
With the components in place. AHS and Grizzard plan to roll out the year-end fundraising campaign in a similar fashion as the Michigan Humane Society did last year.

The campaign has been planned, integrated and now is ready to be executed, with plenty of time to deal with any unforeseen surprises with December month out.