Case Study: Lady Bird Johnson Wildflower Center Grows Membership and Revenue with Targeted Direct Mail Campaign
Client: Lady Bird Johnson Wildflower Center
Year: FY 2024
Campaign Type: Direct Mail Membership Acquisition
As the official Botanic Garden of Texas, the Lady Bird Johnson Wildflower Center provides unmatched access to native plants through sustainable gardens and an extensive arboretum, while advancing vital conservation, education, and research initiatives. Its growing membership program plays a critical role in supporting this mission while offering members enhanced access to events, programs, and seasonal experiences.
Challenge
In FY 2024, the Wildflower Center sought to expand its membership base and increase giving at higher levels. The goal was to inspire both lapsed members and new prospects to join or renew, while also testing strategies to boost average gift amounts and mid-level membership participation.
Solution
Partnering with Daniller + Company, the Wildflower Center launched a targeted direct mail campaign that captured the beauty and breadth of the Center’s offerings.
Key Strategies Included:
- Creative Approach: The package showcased stunning imagery of the gardens and Texas arboretum, highlighting member experiences and seasonal events. Central to the package was the return of Fortlandia, a beloved family-friendly exhibition, with mail timed to coincide with its reopening to leverage media attention and public excitement.
- Testing Strategy: To encourage higher-level giving, Daniller + Company designed a strategic offer test in the copy only. Both versions were otherwise identical in design and content.
- Audience Targeting: The campaign was mailed to a carefully selected mix of lapsed members, in-house prospects, exchanges with other Austin-area nonprofits, and targeted rental lists, reflecting a balance of tested and new audiences.
Results
The campaign far exceeded expectations, delivering strong revenue and engagement outcomes:
- Gifts: 26% above projections.
- Total Income: 19% above projections.
- ROI: $1.29 with all costs included—an especially positive result given the use of external lists.
The test package achieved a higher average gift, while the control package secured a stronger response rate. While the differences were not statistically significant, the test confirmed flexibility for future campaigns—allowing the Wildflower Center to tailor offers to meet evolving goals.
Conclusion
By blending data-driven segmentation, strategic timing, and evocative creative, the Lady Bird Johnson Wildflower Center achieved notable growth in membership and giving. The campaign’s success demonstrates the continued strength of direct mail as a tool for engaging audiences, inspiring membership support, and celebrating the vibrant experiences that define Texas’s official botanic garden.
