I'm genuinely curious as to how this can be beneficial for the Nature Conservancy? (Not criticizing anyone for doing this offer).
I work for a not-for-profit (local symphony orchestra) and am a trained volunteer for a national charity. As far my local job I can't imagine paying that much for a donation--unless they are getting people to continue to donate, people are donating more than the $25 AND/OR they are using this as a data mining tool.
I noticed Nature Conservancy also pays out for watching their video on mPlus Places, although it is a much smaller amount.
Out of curiosity I looked up Nature Conservancy's rating on Charity Navigator. Overall score: 83.86, Financial 78.63, Accountability/Transparency 92.
For comparison, the organization I volunteer for (seen in my signature) has these scores: Overall score: 98.23, Financial 97.50, Accountability/Transparency 100.
Like I said, not criticizing anyone for doing this, I just find this thought-provoking since my job is to market a not-for-profit.