Fearless Fundraising

Fluidity — and a good deal of smarts — typify how the organization manages its fundraising and membership programs. NARAL Pro-Choice America has started to analyze the performance of segments of its list and adjust its communications accordingly. For example, Donahue says that in the past the organization would send blanket appeals to everyone who didn’t fall into its renewal or reinstatement tracks. But it’s begun to look more carefully at the performance of segments on its list, sending fewer messages to segments that aren’t performing well. For these poorer-performing segments, the organization turns to the messaging on its “Who Decides” package in the hopes of reigniting their affinity with its mission.