Getting Your Wires Crossed
The best fundraising strategies stay true to their roots with uniform messaging transmitted via a network of diverse but seamlessly integrated platforms.
The strategy quickly captured more than 60,000 new e-constituents. Spurred by this success and gun-related federal legislative battles in 2004, the Brady Campaign began a new online campaign called "stoptheNRA.com,” which mixed e-mail appeals for funds with action alerts such as petitions.
In September 2004, the organization mailed an acquisition package to 33,000 non-donor e-constituents. The result: 1.26 percent response,
a $24.22 average gift and a net per acquired of -$6.22. The Brady Campaign then took the concept a step further and contacted by phone 20,000 non-donor e-constituents who had followed through with an online action, such as signing a petition. The results: a 21 percent pledge rate and average pledge of $27.38.
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