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

NARAL Pro-Choice America has used this strategy along with targeted messaging that acknowledges donors’ previous gifts in the year to turn one-time gift members into multi-donors and even monthly donors. Monthly donors become Friends of NARAL Pro-Choice America, the ultimate benefit of which is the knowledge that they’re giving in the most cost-effective, reliable way and afford the organization a sustainable resource.