A recent ACLU campaign beefed up its major gifts and planned giving

"If you ask our donors what was the most important organization to them, they would say the ACLU," McKay says. "And yet their philanthropy didn't match their passion. They were giving six- and seven-figure gifts to the arts and their alma maters. We just didn't see ourselves that way, and we had to raise our sights before we could ask our donors to raise theirs."