"We've gone a step further by making programming part of the picture," MacIntyre says. "We're organizing our development people to achieve the same goals that our program people are seeking. In our organization, we say program, development and communications are the same — all program work.
"We strive for programming to be ingrained in every aspect of the organization. Programmatic messages are now looked at as how they impact fundraising," he adds. "Programmatic decisions are made that entail fundraising. We don't just acquire donors; we acquire supporters, and not simply through direct mail or by asking people to sign a petition. Once a supporter comes in through one door, we offer him or her a full range of participation in the organization."
For example, let's say you become a C&C donor or sign a C&C petition asking legislators in a certain state to pass a bill allowing aid in dying. You might then be prompted to click on a banner ad to receive further information.
"The initial message might be 'welcome to the organization; you participated in one part, now we'll give you an overview and let you decide what you want to do,'" MacIntyre says.
The "welcome period" gives supporters time to consider a variety of ways to engage with C&C the next time around. It's part of a process through which lapsed supporters may be brought back, new supporters recruited and current supporters converted into "super-supporters" — MacIntyre's term for those supporters who are acquired through one action and then proceed to engage in several others, such as petitions, contribution, accessing services, referring others to the service, etc.
Set up for success
C&C is set up to encourage its supporters to become super-supporters. Structurally, the organization has three senior-level managers, including MacIntyre, and six other managers who preside, respectively, over the six departments that do the organization's work. Three of the departments handle advocacy functions — legal, legislative and field — and the other three deal mainly with development, communications and client support, through which thousands of clients are provided with guidance by C&C's staff and trained volunteers in their search for peaceful, humane death.