They know this. NOW boasts membership of 185,000 (which is probably inflated) and Kim Gandy is all over the place (and Patricia Ireland before her) while CWA has about 480,000 members but nobody has ever heard of Sandy Rios.
As Ragab notes, almost all nonprofits exaggerate their membership figures somewhat, but NOW appears to be one of the select few who take such exaggerations to outrageous levels. Ragab notes that in its 501(c) filing for 1999, NOW reported income from memberships at $2,903,383. Since a yearly individual membership to NOW costs $35, that would yield about 89,500 paying members.
Possibly less than 100,000 members and they are considered the "voice" of the American woman by the media. Yah right!