2010 - 2011 Annual Report - Zoos South Australia

CONTENTSYear In ReviewWild TimesCommunications & PartnershipsCommunicationsPartnershipsCommunity PartnershipsFundraisingMarketingTourismMedia PartnershipsMembership And Animal AdoptionBequestsGrantsVisitor ExperiencesEvents ReportVolunteer ProgramsHuman ResourcesFinancial ReportAdmissionsFinalsMembership AndAnimal AdoptionAt the end of the 2011 financial year there were 29,738members, an overall increase of 711 from the previous year.There was a decrease in the number of single adult, singlestudent and single children annual memberships probablyreflecting those that joined for just one year to visit the GiantPandas on their arrival. The number of families increasedagain resulting in almost 24,500 families recognising thevalue of an annual pass to the Zoos. A life membershiprecruitment campaign towards the end of the financialyear saw the commitment of a further 135 life memberstaking the total to 1861. The focal point for membership inAdelaide Zoo moved from the Heritage Hut (inside the zoo)to the Santos Conservation Centre (outside the zoo) so thatvisitors could join as members before entering the zoo. Forthose whose decision to join is made whilst touring the zoo,membership can be purchased at any of the retail storesacross all sites. Members also continue to renew and join upvia the Zoos SA website.All members are mailed three times per year with the ZooTimes magazine, carrying details of member only eventsincluding the Members Tour that occurs each month. Allmembers are invited to attend these tours.The number of people adopting animals increased inthe last year with individuals and schools showing themost significant increases. Adoption drives, includingintegrated marketing campaigns (website, Zoo E-newsletter,promotional screens within the zoo) combined with babyanimals have assisted the recruitment of animal adopters.The number of corporate members and companies also grewas corporates combined a search for staff incentives with adesire to support the Society.The new database (Thank Q) for zoo supporters, includingmembers has now been in use for just over one year andthe Relationships Team continues to review data input andextraction processes in order to achieve maximum dataaccuracy and integrity.Prospect data entered onto the database and an offer toreceive an email newsletter (without being a member)has led to 17,500 people receiving the monthly ZooE-Newsletter. Thus member only offers and informationabout upcoming events are promoted to non-members toencourage recruitment.Membership And Animal Adoption – 1 of 2