An Environmental Group Crunches the Numbers, Finds Itself Adding More Gifts

An Environmental Group Crunches the Numbers, Finds Itself Adding More Gifts 2

Nature Conservancy snagged donors with an online video about a cancer drug derived from coral.

The Nature Conservancy has been stepping up the amount it spends to raise money online: It’s been adding employees, revamping its Web site, trying to create more compelling appeals, and doing all it can to measure results.

“We’ve invested a lot in analytics,” says Amy Ganderson, director of digital marketing at the Arlington, Va., nonprofit. “This year, it’s really all about looking up the numbers.”

The data the environmental group