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

In MADD’s case, Heard discovered that 1) far too many people at the organization were simply afraid to ask for money, and 2) much of its early momentum had been replaced by complacency, fueled in part (and rather ironically) by the success of its direct-marketing efforts.

Most of MADD’s money is raised nationally and then distributed regularly to its 600 affiliates around the country and in Guam, a cushy gig for the local affiliates who fell into some dangerously lackadaisical routines.