Pro-choice non-profit raises $31,000 from e-mail appeal
Howard Lake | 5 July 2003 | News
NARAL Pro-Choice America has raised $31,000 in a few days from an e-mail appeal sent to 100,000 supporters.
The appeal was designed and distributed by online fundraising and advocacy agency Donordigital. It offered to send a campaigning message on the donor’s behalf to President George W Bush to campaign to protect a woman’s right to choose to have an abortion.
The $31,000 came from 1,000 donors. Why did it do so well? Donordigital, in their latest monthly e-mail newsletter, put it down to “a large, responsive list, a clever “viral” message, and compelling graphics.” There was an element of humour about the campaign too, with a doctored photo of President Bush holding a big placard with “my birthday wish list” on it.
According to Donordigital, “about half the contributions came from new online donors, and 10% of the gifts came in as a result of tell-a-friend messages sent by donors to friends and colleagues.”
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.