OAKLAND ZOO
The Conservation Society of California/Oakland Zoo had strong results from past Giving Tuesday and year-end appeals, but there were opportunities to reach new audiences, re-engage lapsed donors, and inspire deeper giving from mid-level supporters. With a compelling story to tell and matching gift opportunities to amplify impact, the challenge was turning these assets into action. A coordinated, multi-channel approach was needed to engage each audience where they were and motivate meaningful support for Oakland Zoo’s mission.
Highlights
Campaign Performance
The FY25 campaign saw increased participation and higher average gifts, particularly during the last two weeks of December.
Donor Pipeline
Giving from active members and member-donors represented 29% of total campaign response—exceeding benchmarks that see an average 25% of appeal response from member audiences.
mid-level growth
Targeted segmentation and tailored messaging improved response rates and revenue from active members and mailed prospects. Mid-level giving increased, including more $1K+ gifts, strengthening the pipeline from membership to deeper philanthropic support.
The Challenge
As we all know, year-end and Giving Tuesday are especially busy times for donors, and it’s getting more and more difficult to stand out. The goal was to expand reach, reconnect with lapsed supporters, and inspire deeper giving from mid-level donors and new prospects. With a compelling story to tell and matching gift opportunities to strengthen impact, the challenge was finding a way to cut through the noise and motivate action during a crowded giving season.
The Solution
Looking at past Giving Tuesday and year-end results, we identified opportunities to expand reach and deepen engagement. To stand out during a crowded giving season, we developed a multi-channel strategy centered on the Zoo’s chimpanzee care and conservation work in Uganda, brought to life through storytelling from animal care staff and behind-the-scenes content.
We paired these stories with targeted matching gift opportunities—including a general campaign match and time-bound flash matches—to drive urgency and increase giving. Campaign messaging and outreach were distributed across mail, email, social, and digital channels to reach current, lapsed, and prospective donors with more tailored content.
This approach expanded reach, strengthened engagement, and supported growth in mid-level giving and the overall donor pipeline.
Powering Missions That Matter, StaffSolutions, ElevateNP & ElevatePG are trademarks of Schultz & Williams.
Copyright © Schultz & Williams, All rights reserved.
|
|
|
|