CARE USA shifts into fundraising overdrive when disaster strikes, but its day-to-day development plan keeps it at the forefront of humanitarian-aid organizations.

By Margaret Battistelli Gardner

In a time when major organizations are struggling to find creative ways to cultivate their mid-level donors, CARE has added an interest-based component to its mid-level strategy that allows it to offer highly personalized communications and appeals based on the programmatic area that the donor has the most affinity for, whether it’s women’s empowerment, clean water or a host of other issues.