A kinder, back-to-basics approach to donor relations amounted to a 30 percent increase in contributions for D.C.’s Heritage Foundation.

By Margaret Battistelli Gardner

“But they’re the 9 million people out there who we can’t actively reach,” Walter explains. “They aren’t on the mailing lists that we’re able to penetrate right now.”

Part of the problem is that many of “The 9 Million” don’t want to be labeled as conservative, even though they agree with the Heritage Foundation on most important issues. Reaching this huge group is an ongoing challenge, Walter says, and Heritage is “constantly testing that, looking for messages we can use.”