Dallas Zoo & Aquarium– E-renewals
In order to reinvigorate the membership renewal series, the Dallas Zoological Society looked to Schultz & Williams (S&W) to identify the strengths and weaknesses of their current efforts and to create a new renewal series. As part of a broader 5-part series, Schultz & Williams recommended sending out an e-blast to members one month before their membership expires and again during the month of expiration. These short e-mails encouraged members to join online to receive instant benefits; as an added incentive, members could also receive a discount on their membership renewal fee if they joined online.
To date, the Dallas Zoo has realized an 850% increase in the number of members joining online. The Zoo has also seen a 160% increase in renewal income as a result of moving to a multi-channel approach.
We strongly believe that this integrated approach is essential for the Zoo to realize significantly higher renewal rates—and is the key for all organizations to maintain and increase renewal rates over time. As more people turn to and trust the Internet as a giving tool for contributing money to nonprofits, organizations must keep pace by adding e-mail contacts to their direct response strategies.
To read more about the success of the Dallas Zoo's renewal series, including their print campaign, please click here.