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Naples Zoo has been a part of the Collier County (FL) community for more than 90 years and only recently became a 501(c)3 organization. In addition to providing an educational zoo experience for the community, they promote and fund global conservation efforts.
Situation- The Collier County (FL) community identified with the Naples Zoo as a private or government-funded institution. As a new nonprofit organization, they needed help in changing that perception and turning Zoo members and the community into donors.
- There was essentially no donor database. They had good contact information on members and event sponsors but no comprehensive way of tracking giving history and relationships.
- Minimal staff with overloaded responsibilities. They were not able to create, produce and implement communications and appeals in order to change the perception and begin the process of fundraising.
- We designed and wrote an “investor newsletter” that was geared to and written to donors and sponsors separate from the Zoo membership newsletter. An appeal for support was sent to this same audience three weeks after they received the newsletter.
- To help establish a broader base of giving, we created a profile of their donors and purchased names within Collier County that had the same characteristics. This audience also received the newsletter and then an appeal for support.
- We created and launched an e-version of the investor newsletter to available email addresses before sending out the newsletter mailing. Those donors and prospects that opened the e-newsletter were removed from the print version mailing list.
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