Leveraging What You Know About Donors

In addition, to expand the success of its “Who Decides” direct-mail control package and boost online recruitment, NARAL’s online team has integrated the “Who Decides” message with its online messaging.

While this strategy has proven successful, Donahue warns nonprofits not to think of funds raised online as “free money.” In her organization’s experience, the Web is not a bottomless resource, in that donors don’t end up giving more often through multiple channels.