New Mexico and Arizona (Phoenix in particular) actually had a record-breaking heatwave this year, a full month of daily peak temperatures above 110 degrees Fahrenheit.
They hired professional fundraisers who took one look at the web property that is Wikipedia and thought: Yeehaw!!! This is somthing we can work with.
To a fundraiser, NOT raising the maxium amount possible by any means would be unprofessional. It's what they're paid to do. Management will always be grateful for the extra money and think of a way to spend it.