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

Donahue says asking members to become monthly donors early on has led to a higher conversion rate and a higher average gift in the organization’s monthly giving program.

Major changes
About six years ago, NARAL Pro-Choice America decided to restructure its major-donor program. According to Kushner, the organization wanted to expand its program to include two tracks: one that would include all of its traditional major-donor outreach such as meetings, personal phone calls, cultivation events, etc.; and another that would encompass high-end, high-touch direct-mail and telemarketing appeals.