The Heifer Project
Creative Online Appeals
The Heifer Project's online gift catalog offers site visitors a fun, meaningful way to contribute. In fact, it's creative and informative enough to warrant being a cornerstone of the whole site. An image of the "cover" of the gift catalog is the dominant feature on the home page, and every page on the Heifer Project's site includes a graphic for the gift catalog with text that says "Donate through our gift catalog." Plus, "Giving Programs" is the top item in the site's navigation, linking to a page with information about gifts of stock, special challenges, and ideas for other ways to give. Periodically the Heifer Project includes on the home page a special note of thanks to their online donors. The organization is raising $2 million a year online.
How It Works
The main gift catalog page is friendly and inviting. A short introductory sentence explains that gifts (i.e., your donation) from this catalog help families around the world. You then select from a variety of animals to donate to a family - chicks, goats, sheep, bees.
Each page offers more information about that particular animal and several quick, easy options for donating. Plus, when you make the donation in honor of a friend or relative, you can customize the electronic or print notification card.
NOTE: A shopping cart model for donations usually doesn't work- it confuses the donor - but this is a clear exception!
