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

In addition to restructuring the way it contacts its major donors, Kushner says the organization also has experimented with how often it contacts them.

“When I first came to NARAL Pro-Choice America, going on 11 years ago now, we were mailing our major donors on a quarterly basis and, overall, raising probably less than half of what we raise overall from our major donors today,” she says. “When we developed the direct-response program, we played with mailing as many as once a month to mailing every other month and some combination thereof.