Humane Society of the United States

Because Mission Matters Most

Backed by 11 million Americans, The Humane Society of the United States (HSUS) is the nation’s largest animal protection organization. Since 1954, The HSUS has been a force against cruelty, exploitation and neglect, as well as the most trusted voice extolling the human/animal bond.

MDG helped The HSUS and it’s affiliates reach out to their donors for over 20 years. This successful partnership was always centered on The HSUS’s mission, and our undying belief that if donors understand the mission and the need – they will respond.

The Challenge
For most charitable, 2009 was a difficult year. Amid the global recession, contributions were down by as much as 30 percent in some sectors. Many organizations experienced either stagnant growth or saw declines in revenue.

Animal abandonment, abuse and neglect are are exacerbated during difficult economic times, further challenging The HSUS to find new and creative strategies to maintain and even increase revenue.

The Results
MDG implemented a number of unique and creative tactics that resulted in The HSUS’s charitable gifts increasing significantly in 2009 over 2008, and continued in subsequent years. This is a remarkable achievement during difficult times – a true testament to the creative innovation that MDG brought to The HSUS direct marketing program.