Woodland Park Zoo

Institutional Summer Membership Campaign
The Challenge

After a blockbuster exhibit opening and transitioning from a traditional membership levels program to an annual pass, Woodland Park Zoo’s overall giving dropped and the organization fell short of its goals. TLC recommended a multi-channel campaign that would educate current and potential members on the new pass and help boost membership.


TLC Solution

Summers in Seattle are typically less rainy and warmer than other months, so the multi-channel campaign was timed accordingly from April – August, when families are more likely to visit the Zoo. In addition to two direct mail acquisition and reactivation campaigns, WPZ embraced new channels by adding telemarketing to lapsed members and online advertising to acquire new members.

Channels
    Direct Mail,Digital Advertising,Telemarketing

Campaign Highlights

Institutional Messaging
Acquisition focused on a broad, institutional message that can be utilized on an ongoing basis; despite the absence of a new exhibition opening and an unusually cool and rainy summer season, membership goals were exceeded.

Multi-Channel Success
24% of online purchasers also received the direct mail package, which makes the case for an integrated approach across channels for increased results.

Reached New Audiences
As a result of the online advertising campaign, 96% of members acquired online had never been a member of Woodland Park Zoo.


Testimonial

"The Lukens Company has been a great partner in finding innovative ways to stretch every dollar. Now we have more members, more donors, and more loyal support across the board."

- Steve Sullivan, Director of Membership and Annual Giving