San Diego Zoo Wildlife Alliance
The challenge: Get people excited enough about a construction project to donate. The goal: Raise $600K.
The project was to build a simple trail leading into the elephant exhibit. Not much to write home about. So instead of just describing it, I used the proposed trail as an emotionally rich metaphor, inviting recipients to pave a path to a brighter future for elephants.
The materials gave the why behind the initiative and made people feel like they could be part of the how.
The results: $1.32 million in donations—more than double the fundraising goal.
Inside of Brochure
Letter to Prospects
Letter to Previous Donors