Case Study: MEOW!

The 420 donors who joined the program initially, Markarian says, constitute 2.4 percent of the organization’s overall contributions.

“It’s not a huge number, but it’s a list of donors who we know we can count on to give every month,” he says. “The people who responded to the program gave to us numerous times, but we never knew how frequently they would give. [M.E.O.W.] normalized that. It gives us a chance to know what we can expect, and it gives donors a chance to budget and plan their contributions.”