Toledo Zoo – E-acquisition
Most of today’s donors are online users—especially the young moms whom the Toledo Zoo was targeting in its 2009 spring membership acquisition campaign. These moms are especially busy, so Schultz & Williams designed a postcard-style e-mail to supplement the traditional direct mail package, which contained only a few lines of copy highlighting the all-important membership discount offer.
By utilizing a multi-channel direct marketing approach to drive membership sales, the Toledo Zoo was able to acquire 345 new members online through just the first five weeks of the campaign—12.7% of the overall new joins.