Founded in 1999, Abortion Care Network has grown to be the national association for independent community-based abortion care providers and their allies, supporting clinics that collectively provide the majority of abortion care in the United States. ACN works to ensure abortion care is integrated into the fabric of our communities, supporting independent abortion providers and promoting a future where abortion care is accepted and commonplace rather than hidden and specialized.
With a grant from Progressive Multiplier, Abortion Care Network launched a strategic donor acquisition and retention campaign to capitalize on unprecedented public attention surrounding the Supreme Court case Dobbs v. Jackson Women's Health Organization.
By combining targeted advertising with a comprehensive donor stewardship program, ACN transformed a moment of crisis into an opportunity for sustainable growth. The project not only expanded their donor base dramatically but also established systems for long-term donor retention, enabling ACN to provide ongoing support to independent abortion clinics nationwide.
ACN's revenue generation initiative consisted of several integrated components designed to acquire new donors during a critical moment and retain them through intentional engagement:
Capitalize on News Moments
Timing advertising around Supreme Court oral arguments and the decision leak significantly increased donation rates and cost-efficiency
Act Quickly When Opportunities Arise
The ability to rapidly deploy additional funding when the Dobbs leak occurred created unprecedented donor acquisition opportunities
Invest in Technical Infrastructure
Website security issues and inadequate CRM systems created challenges; proper technical infrastructure is essential to support donor surges
Allocate Staff Capacity
Managing the surge in donations required dedicated staff time that hadn't been fully budgeted initially
Leverage Community Connections
Existing relationships with ad firms and media outlets like The 19th provided crucial discounts that maximized impact
Test and Learn from Audiences
Facebook Page Lookalike audiences performed best with a 21% return on ad spend, while messaging emphasizing urgency drove higher conversion rates
Stewardship Drives Retention
Personalized thank-you notes and ongoing engagement helped convert one-time donors into sustained supporters
Through this experiment, ACN transformed the Keep Our Clinics campaign from a one-time fundraising effort into an ongoing program that provides sustained support to independent abortion clinics across the United States. The strategic investment in advertising during a pivotal moment in abortion rights history, combined with intentional donor stewardship, created a foundation for long-term financial sustainability.
The campaign's success extended beyond immediate fundraising. Celebrity influencers amplified ACN's message, creating ripple effects of reach beyond paid media. The brand awareness built during the initial campaign continued to drive donations even after the Supreme Court decision was announced. Monthly recurring donations increased from $3,000 to $53,000 per month, with ACN attributing $10,000 of that monthly revenue directly to the Keep Our Clinics campaign.
Originally motivated by the need to support independent abortion clinics during an unprecedented threat to abortion access, the increased visibility and donor engagement directly enabled ACN to distribute $5.1 million to member clinics. These independent providers — often operating as the only abortion clinic in their state or region — depend on this support to keep their doors open and continue serving their communities with dignity and compassion. The project demonstrated that investing in donor acquisition during crisis moments, when paired with robust retention strategies, can create sustainable revenue streams that outlast the initial news cycle.