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

All in all, NARAL Pro-Choice America sees about 8 percent to 10 percent of its revenue coming from online sources. It also has added online appeals to the Justice Blackmun Society’s repertoire and has begun to see more major donors making their gifts online. “For the first time we are actually budgeting major-donor revenue through online gifts, which is something that several years ago we would never have dreamed of, but we’re finding people are more and more responsive, even at those higher levels, online,” Kushner says.