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

“We make sure to not always mail them asking for money,” says Meghan Kross, associate director of development for direct response. “Sometimes we mail them to show what their money went toward or highlight some of our programs or media coverage, so that every time they open that envelope it’s not going to be asking for money. We have to cultivate them and give them a rest now and then.”