December 02, 2012

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

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...

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