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From the Editor
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While you are busy tabulating the results of your membership direct mail campaign this spring, we at Schultz & Williams are gearing up to analyze campaign results for our zoo clients across the country. With more than 7.5 million pieces of mail to track, we want to make sure we understand the full impact of our efforts.
Therefore, to help our zoo clients quantify the effect their membership campaigns have on overall membership sales, we are conducting "match-back" analyses of all households who join the zoos during their campaign season.
Our in-house data analysts match everyone who joins the zoo against everyone who received the acquisition piece in the mail to find out how many total households actually received the acquisition but didn’t use the discount code to join. This helps our clients understand the true impact of their direct mail investments.
We tested this process last year for one zoo client and found 2,000 new member households who received the direct mail package but didn’t use the mail code when they joined, translating into over $100,000 in additional revenue. This year we will conduct the match-back analysis for all of our zoo clients, and we’ll report on the results in our fall 2006 e-newsletter.
Jessica Harrington
Vice President, Direct Response
Schultz & Williams is introducing unique and exciting fall acquisition campaigns specifically for zoos that host holiday lights programs! Please call 215-625-9955, ext. 101 or 103 to find out more about creative ways to significantly boost membership sales in October, November and December!
by Dell Fascione
Hints for a Successful |
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Executing a value-driven, well-positioned and pro-active on-site membership sales program is a great way to help build a zoo’s base of support.
These efforts can also achieve a higher level of customer service for members (and casual visitors) by having sales representatives accessible and prepared to greet visitors and answer membership and visitor-related questions at the zoo’s point of entry.
On-site sales are one piece of a comprehensive membership acquisition and retention program.
Memberships sold on-site are a cost-effective way to acquire new members. However, it’s important to understand the short- and long-term implications of members acquired on-site compared to those acquired through direct mail.
In the short-term, members who join at the gate typically renew the first year at about 30% compared to 50% for those who join through the mail. However, after a member renews in year one, the goal for retention over the next five years is 80% for both.
In the short-term, on-site joins have a lower retention rate, but they boost your base! In the long-term, on-site joins can add significantly to a zoo's overall source of support and are generally very cost-effective acquisition methods.
If you do not wish to receive further mailings, please send a message to
Schultz & Williams Inc., 325 Chestnut Street, Suite 700, Philadelphia, PA 19106, Phone: 215-625-9955, Fax: 215-625-2701, E-mail: mail@sw-inc.com