A new strategy helps Mothers Against Drunk Driving revive its stagnant fundraising, recommit to its missin and invigorate its staff and volunteers.

By Margaret Battistelli Gardner

Part five: Planned giving
One of the surprising things Heard discovered as he evaluated MADD’s development plan was that the organization had never done an age overlay on its file. When it did, it uncovered 241,000 active donors age 71 and older.

“These supporters should know about MADD’s planned-giving opportunities, and we took steps to ensure that occurs,” Heard says.