December 2, 2012
An Environmental Group Crunches the Numbers, Finds Itself Adding More Gifts
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
How America Gives