The Challenge
ZSL, the world-renowned conservation and zoo charity, had historically collected off and online data in different formats and in several departments throughout the organisation. They were also conscious that their business model was primarily to engage with supporters offline and felt that they were missing an opportunity to widen and grow their support base.
The Outcome
Branch developed an ECRM strategy for ZSL to address the aims of acquiring, maintaining and engaging with potential and existing supporters online.
As part of this strategy, Branch created a data collection website enticing new visitors to ZSL as part of an ongoing online programme to convert web visitors into fully engaged lifetime supporters and donors.
The Results
Working closely with the charity has enabled Branch to appreciate the diverse nature of ZSL's target audience and their information needs - as well as understanding the importance of engendering long term support from visitors, local communities, research bodies and potential funding partners. The strategy predicted potential revenues from key customer segments and some of the activity outlined in the plan is already underway. For example two loyalty email programmes have been instigated, for Zoo visitors and the Membership base. Both are delivering great return results. In 2011 the focus will be on building and mining the Donor base.
Don't Just Take Our Word For It
Here's what ZSL think about us...
