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The success of this strategy was reinforced when, in March 2005, the Brady Campaign mailed 12,000 non-donor e-constituents who responded at a rate of 1.07 percent and sent an average gift of $23.40, with a net per acquired of -$12.13.

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Text messaging, just catching on in the States, has worked well in Canada, the United Kingdom and throughout Europe, Johnston says. For example, Amnesty International Canada’s program called TXT2WIN encouraged people to send a text message to the organization to enter a contest to win tickets to see U2 as a part of its Make Some Noise project.