Direct marketers will be buying sheep, goats, donkeys and maybe a few llamas this holiday season. That is, they will if they respond to a Heifer International direct mail piece promoting the nonprofit’s new corporate gift-giving program.
The charity provides 28 different kinds of animals to impoverished families in developing countries and the United States. The mission is to train needy people to raise the animals so they can create income for themselves in the future. The business-to-business effort is geared toward getting companies to make a contribution on behalf of their clients.
Until now, Heifer has only targeted consumer contributors, but it is certainly not the first time companies have made donations on behalf of themselves or their clients.
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