An honest, inclusive approach is crucial in reaching gay donors.

By Paul Barbagallo

Roybal is quick to point out that up until a few years ago, database-software programs failed to recognize same-sex partnerships. When you entered the gender of a donor, the program automatically assigned a blank field for the opposite sex.

But while direct mail solicitation language has changed for the purposes of inclusion — “significant other” and “spouse” instead of “husband” and “wife” — Roybal stresses that in order to effectively target gays, a fundraiser’s intentions must first be genuine.