Humane Society of the United States

Because Mission Matters Most

Background
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.

The Challenge
For most non-profits, 2009 was a difficult year. Amid the global recession charitable gifts were down by as much as 30 percent in some sectors. At many organizations stagnant growth was the best-case scenario.

The work of protecting animals from cruelty, exploitation and neglect never ends. In fact, many of the challenges animals face – particularly abandonment – are exacerbated by difficult economic times. The HSUS can ill afford an “off year” because of the down economy – the needs are simply too great.

The Results
MDG has helped The HSUS reach out to their donors for 15 years. This successful partnership has always centered on The HSUS’s mission, and our undying belief that if donors understand the mission and the need – they will respond.

Respond they did. The HSUS’s charitable gifts were significantly higher in 2009 than in 2008. This is a remarkable achievement in difficult times – a testament to the overwhelming desire of donors to respond when the mission is clearly defined and the need is articulated and urgent.