Case Study: MEOW!

One surprise that came out of all this, Markarian says, is that some donors wanted to give more than the $50 a month. As of late 2003, there was no animal category for higher pledge amounts, but he says that’s something the organization is looking into this year.

Based on the 2002 success, The Fund for Animals in 2003 expanded the mailing to include people who donated twice in the preceding 12 months. While the response rate for that mailing was slightly lower, at 6.81 percent, it more than doubled the size of the prospective pool.