Case Study: MEOW!

Randomness: “Having no specific pattern, purpose or objective.” Could there be another word that strikes greater dread in the hearts of nonprofit fundraisers? Sure, it’s nice to get that unexpected, random gift. But how — HOW, you fret — do you get that person to give again... and again... and...?

Such was the question facing the development staff at The Fund for Animals, which runs the 25-year-old Black Beauty Ranch sanctuary for abused and neglected animals in East Texas. A monthly giving program seemed to be the answer, but President Michael Markarian and his staff wanted something that tied in closely with the organization’s mission.