Heifer International takes on its biggest project to date — an $800 million campaign to alleviate hunger and educate the world.

By Margaret Battistelli Gardner

Once a person makes his first gift via the Web or other direct marketing venue, he receives the appropriate “thank you” and then goes into the system to get other contacts from Heifer — e-mails, the World Ark newsletter, etc.

If he begins to respond, the Heifer team will start to personalize contacts more heavily and eventually make invitations to events tailored to the donor’s interest — in the hopes, of course, that a major-gifts donor will be born.