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.
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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.”
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.