Above and Beyond

“What we do know about them is that they made a value purchase. But we don’t know who they are, how affluent or not affluent they are, how interested they are in conservation and animals,” he says. “So through our direct-mail fundraising to the membership, in effect we’re asking people to self identify — ‘yes, I have a philanthropic interest in the zoo and, yes, I’m affluent enough to afford a $100 gift, $500 gift, $1,000 gift,’ whatever they identify.”