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Innovations in Membership
Friday, September 9
MODERATOR:Dana Hines, President and CEO, Membership Consultants, Inc.
PANELISTS: John Lewis, Director of Membership & Guest Experience, Franklin Park Zoo
Rosie Siemer, CEO, FIVESEED
Donna Powell, Business and Administrative Manager, Point Defiance Zoo and Aquarium
Jeff Spitko, Director of Membership, San Diego Zoo
Adding Digital to the Membership Marketing MixCampaigns that Complement your Traditional Tools
John Lewis, Director of Membership & Guest Experience
Background
• 2014: Focused on email list building– From 29,545 in 2014 to 90,595 active subscribers in
2016 • 2015: Aggressively added email marketing• 2016: Added digital to membership acquisition– 16,989 member households
Challenge: Closed major exhibit for construction and decrease in attendance
Campaign Overview & Goals
• Display ads included behavioral targeting, website retargeting, and CRM retargeting
• Carried direct mail promotion into digital campaign – Save up to $20, plus get two FREE guest admission
tickets• Establish a baseline for using digital marketing
for membership• Implement best practices for multi-channel
Creative
Landing Page
• Full customization of layout• Join and Save! Button• Nothing to do but click!
• Highlight “Best Value”• Emphasize savings
• Grand opening messaging
Results
FY2014 FY2015 FY2016 12,500
13,000
13,500
14,000
14,500
15,000
15,500
16,000
16,500
17,000
17,500
Membership Households
• 583 view through conversions • 12% growth in membership revenue
Next Steps
• Re-invest in display ads for grand opening of Children’s Zoo/Zoo Lights
• Gift membership campaign• Social media contest with co-branded partner
Digital DNAEmail, Digital and Social Membership Innovation
Rosie Siemer, CEO, FIVESEED
Background
San Antonio Zoo• 1 Million Annual Visitation • 23K Members• Winter 2015: ZooLights, Giraffes
Challenge: Grow gift memberships and increase revenue during holiday season
Campaign Overview
2015 Holiday Gift Membership Campaign• Digital advertising and social media• Email to in-house audiences• Cyber Monday• Giving Tuesday: Adopt-an-Animal• Content Stories
Creative
Creative
Results
• 1.4% CTR on Facebook• 230 view through conversions• 122% increase in membership revenue• Established baseline for digital
marketing
Background
Saint Louis Zoo• Free Zoo• New Polar Bear, Kali• Summer 2015: Expanded Email and Email
Append
Challenge: Allocate new budget toward additional channel late season; missing member email addresses
Campaign Overview
• Expanded email reached 50,000 new prospects• 4x deployment over a 2 month period• Email append to 100k records in member
database
Creative
Results
• ROI of $5.93 for Expanded Email Program
• 357 NEW members; 626 total memberships
• 30% increase in member email addresses
(Opt-In Rate = 99%)
• Estimated value between $1.00 and $1.06 per opt-in
email (ROI ≈ $4.00)
Loyalty and Mission: Enhancing the Visitor-Member Experience for a Good Cause!
Donna Powell, Business and Administrative Manager
• Collectively, 21,000+ member households• 35% have a combo membership for both parks• 62% renewal rates• Using the member base for loyalty program to
provide a controled group to test success
Challenge: Looking to drive new revenue for us and our partners, and having a way to connect and measure engagement in our conservation programming
Background
• Support mission• Motivate behavior • Encourage repeat visitation and boost
engagement • Capture valuable data• Understand passions and interests• Reward members• Keep the institution top of mind
Why Loyalty?
• Rapid adoption of social media • Always connected; multi-device• Seek instant gratification • Desire rewards that emphasize experiential
benefits• 80% will choose an organization with a loyalty
program
Millennials care about “belonging,” “supporting,” and “impact.”
Millennials
Integrates with:–Ticketing–Food & Beverage–Merchandise–Social media–Email–Mobile app–Website–CRM/Data warehouse
The Glue
• Visitors Services• Membership• Marketing• Development • Retail• Food and Beverage• Curatorial• Programming and Education
Conservation Engagement
Who Contributes
Point Defiance Zoo and Northwest Trek
Enticing, Upgrading and Nurturing your Members and Donors
Jeff Spitko, Director of Membership, San Diego Zoo
$50 $125
$170 $199
$5,000
$1,000
$300 $500
$2,500
$10,000
• Approximately 500,000 members • Membership structure includes 10 tiers
Challenge: San Diego Zoo Global’s membership program spans 10 levels. One for children, one annual pass, 4 mid-level donor groupings, and 4 major gift levels.
Upgrading presented a challenge due to the labeling of the introductory mid-level membership titled Diamond Club. The positioning presented a communication challenge due to members assuming the label made it more prestigious.
Background
$50 $125
$170 $199
$5,000
$1,000
$300 $500
$2,500
$10,000
$50
$50 $125
$170 $199
$5,000
$1,000
$300 $500
$2,500
$10,000
$50 $125
$170 $199
$5,000
$1,000
$300 $500
$2,500
$10,000
$50 $125
$170 $199
$5,000
$1,000
$300 $500
$2,500
$10,000
Onsite Fundraising
MODERATOR:Dana Hines, Membership Consultants, Inc. [email protected]
PANELISTS: John Lewis, Franklin Park Zoo [email protected]
Rosie Siemer, FIVESEED [email protected]
Donna Powell, Point Defiance Zoo and Aquarium [email protected]
Jeff Spitko, San Diego Zoo [email protected]
