2009 ECHO Award - AMDIA
2009 ECHO Award - AMDIA
2009 ECHO Award - AMDIA
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GOLD<br />
THE OREGON ZOO FOUNDATION SUPPLEMENTS THE OREGON ZOO’S PUBLIC<br />
FUNDING with membership-driven private funds. The Foundation’s Fall 2008 marketing<br />
mission was to increase the number of memberships, develop support for wildlife conservation<br />
and education, and build the major donor prospect base by enrolling new members and<br />
re-enrolling lapsed members. Taking<br />
advantage of the Association of Zoos<br />
and Aquariums naming 2008 the Year<br />
of the Frog, the Foundation employed<br />
a frog-themed direct mail campaign<br />
that was targeted to both parents and<br />
non-parents who had visited the zoo.<br />
The campaign’s 1.12% response rate<br />
was the highest in fi ve years, exceeding<br />
the previous high by 26%.<br />
50<br />
NOT-FOR-PROFIT<br />
CAMPAIGN NAME – Oregon Zoo Frog Membership<br />
CONSUMER ADVERTISING MEDIUM – Direct Mail<br />
AGENCY – Lewis Kennedy Associates<br />
PRESIDENT – Helen Kennedy<br />
CLIENT – Oregon Zoo Foundation<br />
MANAGER, MEMBERSHIP & ANNUAL GIVING – Bianca McCarthy
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