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 out direct mail that pushes recipients to fulfill the ask online by including a specific URL in each piece. It also offers a special premium to direct-mail recipients who go online to give; and it captures e-mail addresses via telemarketing calls.

In addition to maintaining multi-channel contact with active members, NARAL Pro-Choice America works toward converting online non-donor activists to donors. Donahue says she meets with the managers of the online activist program three times a week to maintain a coordinated calendar that integrates all of the online advocacy and public relations messaging with the organization’s fundraising strategy.