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