San Diego Zoo Wildlife Alliance
Fundraising Campaign

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.

Email

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Brochure

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Inside of Brochure

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Letter to Prospects

Letter to Previous Donors

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