The African Wildlife Foundation is on safari for new donors.
The 40-year-old Washington-based charity, which works to conserve wildlife in several African countries, is committing $500,000 to a direct mail campaign to increase its donor base and prompt existing gift givers to dish out a little more. One of the goals is to raise its conversion rate above a stubborn 1%.
Plans include expanding annual mailings from 600,000 to 750,000 pieces and testing new demographics and age groups. The typical donors are women age 55 or over with annual incomes of $50,000 plus.
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