April 3, 2008
New Rules of Attraction
As traditional fund-raising methods falter, charities look for new ways to appeal to online donors
This week the Nature Conservancy will kick off a campaign to ask online donors to give $1 apiece to help the charity plant a billion trees in Brazil's rain forest. But conservancy officials have no idea if the electronic drive will meet its goal of raising $1-million.
The Plant a Billion campaign is designed to attract people who have never previously given to the environmental organization. But it could "go gangbusters or be a flop," says Sue Citro, the charity's senior manager for
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