Case Study: Denver Zoo Doubles Direct Mail Response Rate and Achieves 5x ROI with Strategic Revamp
Client: Denver Zoo Conservation Alliance
Year: Spring 2025
Campaign Type: Direct Mail Membership Acquisition
Denver Zoo Conservation Alliance is a global nonprofit wildlife conservation organization that inspires and empowers communities to save wildlife and wild places. Denver Zoo connects people to the wonders of nature through well-cared-for animals in immersive habitats, engaging learning experiences, and impactful conservation programs in Colorado and worldwide.
Challenge
In early 2025, Daniller + Company was asked to assist with a multichannel membership acquisition campaign to expand the Denver Zoo’s base of membership support and assist in its mission to save wildlife and wild places, while providing a quality visitor experience at the Zoo.
Solution
In 2025, the Denver Zoo partnered Daniller + Company to reimagine its direct mail acquisition strategy. Key improvements included:
- Targeting & Data Modeling: Used advanced analytics to identify high-likelihood prospects, including potential ticket buyers and members.
- Creative Overhaul: Redesigned the package to include a personalized ask, engaging storytelling, compelling visuals, and strong call to action.
- Omnichannel Integration: Added QR codes and digital follow-ups to increase engagement and conversion opportunities.
Results
The restructured campaign delivered substantial improvements:
- Response Rate: Increased from 1.8% to 3.69%, more than doubling audience engagement.
- Return on Investment (Memberships alone): Saw a 5x increase in return per dollar spent.
- Additional Revenue: Some direct mail recipients who did not purchase a membership instead made ticket purchases, resulting in an additional $928,909 in ticketing revenue, in addition to membership purchases.
Conclusion
By overhauling its direct mail strategy and tapping into the full lifetime value of responders—including ticket buyers—Denver Zoo more than doubled membership acquisition response rate, increased the ROI by nearly 5x and unlocked nearly $1 million in incremental revenue from ticket buyers. This case highlights the importance of power of direct mail when paired with strategic targeting and compelling creative.
