Heifer International is trying a new approach in their email marketing. Their typical ask is to help fund an object (e.g. Goat). Recently, they sent out an email telling their donors that we can now also fund a project (e.g. Beekeeping in Kosovo).
By veering from their traditional ask, do they risk alienating their consistent donors – or will this approach just add new donors to the file? I also wonder if this approach might be best utilized for their major donors. To the typical giver, the amount needed might seem like an impossible goal to reach.
While I am interested in this new approach and how successful it will be for Heifer, I am more curious about how they set up their project pages, which are built in Kintera. For example, if you look at the Tanzania Natural Resource Management Project, you will see a sidebar element that displays the amount that has been donated (Funds Raised) and what amount is needed to meet the project’s goal (Amount Left). It looks like the donation array selection is linked to the eCommerce tool instead of a donation form – interesting and innovative use of the toolset.