Wildlife Conservation Society – Metro Membership Acquisition Package
Schultz & Williams worked with the Wildlife Conservation Society to create a membership acquisition strategy and package for their “Metro Mailing”, a regional offer of membership in all five of WCS’s wildlife parks, including Bronx Zoo.
S&W created several packages—testing the offer, format and messages—to determine which approach would acquire the most members and generate the highest amount of net income. We also refined the list and mailing strategy, choosing only lists that performed well for our other zoo clients, selecting list and segment criteria that matched the Bronx Zoo member profile, and strategically focusing the geographic reach to maximize returns.
The results were extraordinary. The mailing achieved a 0.90% response rate—more than double the Society's last campaign. With a strong average gift of $122.37, WCS was able to net more than $495,000—the most net income from any direct mail campaign in their history.