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 first stage of movement is the upgrade from a $10 to a $99 donor. Donors who exceed this and give a single gift of $100 or more annually become part of the Leadership Circle. Donors then are bumped up through the Leadership Circle, from $100 to $200 to $500, etc. The organization segments circle members based on factors such as highest previous contribution, most recent contribution and total giving history, and targets specific individuals to receive upgrade asks to join the Justice Blackmun Society.