Case Study: MEOW!

The original invitation to join the M.E.O.W. program went out in 2002 to around 3,000 donors who had given three or more gifts in the preceding 12 months, according to Markarian.

Chad Lucier of L.W. Robbins Associates, the agency with which The Fund for Animals worked on the program, said the initial mailing was conservative and that the ask was based on donors’ cumulative annual giving.