Type: Science Centers & Zoos

The Franklin Institute 

Appeal Type: Acquisition Campaign 

 Date: February 2024 

Scope of Work 

 The Franklin Institute partnered with Daniller + Company to launch a dynamic acquisition campaign designed to recruit new members and highlight an exciting year ahead at the museum. 

Timed to arrive early in the year, the campaign invited families and science enthusiasts to join and enjoy a year of fun, learning, and discovery, with free admission to the museum and Fels Planetarium, special exhibition discounts, and member-only perks. 

The campaign also introduced two major attractions: the highly anticipated return of The Art of the Brick special exhibition and the opening of Wondrous Space, a brand-new permanent gallery. 

The bold, colorful direct mail package used vibrant photography, playful typography, and an easy-to-read infographic to showcase the value of membership—emphasizing that it “pays for itself in two visits or less.” 

To encourage higher-level giving, the package highlighted additional savings and perks for mid- and upper-tier levels. 

Results 

The February 2024 Acquisition Campaign exceeded performance projections across all key metrics: 

• Gross revenue: +2% above projections 

• Net revenue: +19% above projected goals 

• Average gift: +11% above projections 

The campaign’s creative refresh, strong value messaging, and strategic segmentation resonated with new audiences and successfully encouraged higher-level memberships. 

Key Takeaways 

• Exceptional ROI: Despite a reduced mail quantity, the campaign achieved significant revenue gains through strong response and cost efficiency.

• Strong Audience Modeling: Modeled and exchange lists performed well, expanding the museum’s reach to new, qualified households. 

• Effective Creative: Warm, family-focused imagery and a value-driven message positioned membership as both fun and practical. 

Conclusion 

The Franklin Institute’s February 2024 Acquisition Campaign demonstrates how smart creative, strategic segmentation, and compelling value messaging can drive new member acquisition even in a competitive landscape. 

By showcasing exciting new exhibits and positioning membership as the best way to experience all the museum has to offer, the campaign not only exceeded financial goals but also strengthened the Institute’s connection with families and learners across the region. 

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.