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

That challenge has made success with reinstatement of lapsed donors and donor cultivation crucial, and for the past half decade the organization has been busy fine-tuning its fundraising and membership programs to grow its housefile.

Over the past five or six years, NARAL Pro-Choice America has become aggressively committed to building its acquisition and reinstatement program, oiled its donor-stewardship efforts, and enhanced the direct-response component of its major-donor program, the area where it has seen its greatest response and growth, according to Membership Director Jennifer Donahue.