Heifer International Web Site Generates Million Dollar Solution to World Hunger

Heifer Project International
Monday, 31 July 2000

LITTLE ROCK, AR — Going into its third year of online fundraising, Heifer Project International's Web site, http://www.heifer.org/, has successfully attracted thousands of donors looking for a meaningful yet convenient way to give a gift and alleviate world hunger at the same time. During the 1999 holiday season, the site helped Heifer raise over one million dollars in donations. By keeping pace with current technology, it plans to surpass this amount in 2000.

According to Michael Cervino, director of managed services for AppNet, a leading interactive marketing group, Heifer's Web site became the number one recipient of holiday on-line giving in 1999 - the most significant on-line accomplishment by a non-profit organization other than disaster relief agencies.

HPI works internationally to bring hope to many victims of poverty through the gift of livestock, care and training. The Internet has proved to be an outstanding way to attract and inform the public about its worldwide efforts to alleviate hunger and poverty and make a difference in the lives of millions.

Since 1997, Heifer's on-line donations increased during the holiday giving season over 950%. The 56 year-old charity's successful move into the world of on-line giving will be enhanced by expanded gift services for the holiday 2000 season.

The Web site will include a montage of poignant photos from actual project families and their animals, as well as digital images of, "Holly the Heifer", and other animals dressed in whimsical holiday regalia. Any of these can be downloaded and printed to create the perfect occasional gift card for the persons being honored by making a donation in their name. Donors can also choose to send e-mail cards, or request to have printed gift cards sent to them from HPI.

"We're delighted with the response and grateful to each of our donors," says Heifer marketing director, Mike Matchett. "While fundraising is vital to our mission," he adds, "we are most proud that this site has proven to be an excellent way to educate people about the root causes of hunger and immediately involve them in the solution."

How does Heifer explain its impressive success rate? "Three ways," claims Matchett, "convenience, awareness and a clearly defined mission."

"While the site provides convenience for our donors," he continues, "we have also received great support by partnering with other institutions." For instance, The Motley Fool Web site, http://www.fool.com/, featured Heifer as one of its five "Foolanthropy" charities during the 1999 holidays season. Heifer was one of the top recipient charities, with donations reaching $300,000 from the group's two million monthly visitors.

Since 1944, Heifer International has helped more than four million poor families in 118 countries become self-reliant through the gift of food- and income-producing animals and training in their care.

This year, Heifer will sponsor more than 300 projects and supply 26 types of animals to farm families in 43 countries and 38 states. Heifer's "living loans" of livestock promotes self-reliance, which helps families lift themselves out of poverty, while improving children's nutrition and earning money for education, clothes, health care and better housing.

Heifer's requirement that families "pass on the gift" by sharing one or more of their animal's offspring with other needy families ensures project continuity and multiplies the benefits of the original gift for generations.

Through its time-tested approach and sustainable, environmentally sound methods, Heifer does much more than put food in the mouths of hungry people. Heifer helps hungry people feed themselves - an act that brings hope and builds stronger families, communities and, ultimately, a better world.

For more information, or to contact Heifer Project International, see their website at: www.heifer.org