If any organization has the gumption to go after major donors via direct mail, the Web and telemarketing, it would be NARAL Pro-Choice America. It did, and it’s working.

By Abny Santicola

Seeking second gifts
Moving away from issue-specific prospecting and acquiring donors on a mission-focused platform has helped more than just the organization’s reinstatement efforts. It helps members develop an affinity for the cause from the start of their relationship with it and, as a result, they’re more likely to continue or increase that support.