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to raise money to build a badly-needed animal shelter. Many public appeals had been made. Movie trailers were used for many weeks. Movies showed pathetic pictures of injured animals and lost animals together with appeal for funds. In the lobbies of the theaters volunteer workers were posted to take contributions.
There were no results.
Front page features were run in Grand Rapids newspapers, using the same basic appeal. Yet in over three years, only a few hundred dollars of the five thousand needed had been collected for the new shelter, according to Jack McLaughlin, Director of the Humane Society and the only salaried official of that organization.
McLaughlin, just before Christmas this year, turned to WJEF for assistance in raising funds for the campaign. Bruce Grant, emcee of WJEF's "What's New" program, took up the appeal. Tying it in with the Christmas spirit, he asked the
been aired, this feature has met with marked success.
Bruce has managed to find owners of lost pets daily. Calls poured into the Humane Society asking for the pets in such great numbers that the Society had to cut down on the number of descriptions offered, or their regular work would be impossible because of telephone calls.
Through this ingenious device of associating pet owners with the job the Humane Society was trying to do, and the funds it needed to do that job, Bruce set off the spark to collect those very funds.
For during the portion of the "What's New" show concentrating on animals, Bruce broadcast his appeal for funds for the new animal shelter. On four different occasions over a period of a week and a half the appeals were made.
By that time, McLaughlin called WJEF to report that audience response had been
Aids Humane Society
public to support the longrecognized need for a new animal shelter. Listeners were asked to send in only one dollar to the Humane Society as a good-will Christmas gift to themselves. The scheme clicked.
A daily message from the Humane Society became a regular feature on "What's New" which is broadcast Monday through Friday at 8:30 A. M. Descriptions of lost and found animals reported to the Society, were broadcast in an effort to find owners of lost pets and homes for stray animals. Since "What's New" has
so terrific that more than enough money had been sent in so that the shelter might be built. The day before Christmas, mail delivery had carried the receipts far over the needed five thousand dollars.
WJEF is a station that has delivered the goods. They have been instrumental in providing a much needed facility for the Humane Society to carry on its work. At the same time, WJEF has created for itself an immeasurable amount of good will among its listeners for performing in the public interest.
MARCH. 1949
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