In 2018, Utah’s Hogle Zoo partnered with Membership Consultants in order to create a fresh approach to their membership initiatives as well as their creative focus and messaging. Their goal was to improve results in their direct mail acquisition and renewal efforts.
In celebration of the Zoo’s new red panda exhibit, we created a fun, animal-focused campaign that invited people to meet the Zoo’s latest additions. The Zoo also identified their “Big Six” animals of focus for their conservation efforts.
This enhanced focus on membership in the creative strategy told the story of Utah’s Hogle Zoo and the animals in their care, resulting in amazing outcomes for the Zoo’s membership program.
The direct mail campaign was sent to 225,000 households and was supported by an email series that helped boost overall results and the bottom line. The campaign results exceeded projections while resulting in …
- A 1.26% response rate
- 3,722 new/renewed members
- A $175 average gift
- More than $651,000 in membership revenue
- A $5.22 ROI for every dollar spent
Additionally, the overall net revenue of the program exceeded the prior year’s results by $189,000!
Need help with enhancing your new member acquisition strategy? Contact us for more information on how you can increase your direct mail results!