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

The organization sends a monthly donation ask within the first three weeks from the time a member’s donation is keyed into its database. The message: Our opponents have deep pockets, so we need our most loyal supporters to step up and provide us with a sustainable, reliable, cost-effective means of getting revenue. The initial sustainer ask is followed with a telemarketing ask.