Generation Pro-Choice’s target audience, mainly prospects in their 20s and up, are initially recruited as activists, then are asked to become members of Naral at a substantially lower annual rate. According to Jennifer Donahue, deputy director of membership for Naral Pro-Choice America, the organization recognizes that this age demographic doesn’t traditionally give at the same levels as its typical members.
“The approach is to build these people from the ground up at a young age, turn them into activists, then convert them into committed donors,” Donahue says. “As the future generation of our movement, we recognize that bonding them to us and our issue, and making sure that they understand the importance of supporting our work financially, will work to our advantage.”
As an admitted Gen-Xer herself, Donahue acknowledges that most of her peers have never experienced life without the freedom to choose.
“Women who were born after Roe v. Wade became the law of the land [c. 1973] don’t necessarily know the core issues, so when we’re able to engage them online, and talk to them in way that’s relevant to their lives, we feel that we’re helping them in a way that the traditional language of the movement can’t.”