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

By Margaret Battistelli Gardner

But the beloved and highly successful catalog campaign might have given some potential donors the wrong impression, according to Christi Woodworth, national director of development at Heifer.

“We have wonderful, dedicated donors who came to Heifer from the catalog or online or direct mail,” Woodworth says. “But for folks coming in through direct mail, there isn’t as much propensity to give [major gifts of $25,000 or more]. Heifer traditionally isn’t seen as wanting that kind of gift.