"The public's response to the campaign this year was amazing and will really assist us in undertaking greater research and building leadership capacity in previously disadvantaged communities in the Karoo," says Endangered Wildlife Trust head of funding and business development, Vanessa du Plessis.
Direct threats to the elusive Riverene Rabbit include feral dogs, road accidents, habitat loss and fragmentation through cultivation. Without formal protection, and with rapidly declining numbers, the smallest South African rabbit is in danger of extinction.
In response to the animal's vulnerability, the Riverine Rabbit Programme was established by the Endangered Wildlife Trust in 2003.
"This year's Easter Riverine Rabbit campaign was incredibly well-received and created great awareness, enabling us to raise substantial funds for a worthwhile cause for a second year running," says Lindt marketing director Marjolaine de Claviere.
The Endangered Wildlife Trust, one of South Africa's largest non-governmental conservation organisations, coordinates the conservation of the critical Riverine Rabbit population. The programme includes habitat protection and rehabilitation and education and research at important locations such as Sanbona Wildlife Reserve in the Little Karoo.
The Lindt Gold Bunny, meanwhile, has been in production since 1952 and - with its two long ears, golden coat and a shiny golden bell on a red ribbon - remains an enduring icon of Easter festivities.
