Broadening the Appeal

Individual contributors: Numbering 13,830 (direct mail): 55 to 60 years old, two-thirds women, one-third men, arepresent joint households, attuned to issues of domestic violence, child abuse and education.

“Increasingly, as we reach out, we are attracting more 30- to 40-year-olds who are single. They are different from our average donor in that they look to find out more about [CAS], if we belong to the Better Business Bureau, for example. They do their research and are skeptical of direct mail.”