Back From The Brink

Background

The Zoological Society of London (ZSL) is an international conservation charity working to create a world where wildlife thrives.

During the pandemic, ZSL had an emergency coronavirus appeal while Zoos were closed and gained over 26,000 new low-level donors. Once their Zoos reopened, they wanted to look at ways of engaging their new audiences, so they didn’t drop off.

The brief

ZSL invited us to pitch for work to develop, test and build content for a new digital regular giving product suitable for their donor audience, to encourage them to support ZSL on a regular basis and to retain and build upon the support that they’d gained over the last year.  We were delighted to win the job!

The work

We started with a review of previous insights from ZSL to get to know their audience and define opportunity areas. Once they were identified, we considered their motivations and generated three different propositions ready for testing to see what landed.

We facilitated two forms of testing with their warm audience via a Zoom workshop and a survey to understand what key themes were most appealing. We used these insights to develop the product which we coined ‘Back from the Brink’.

On signing up as a regular giver, donors receive exclusive videos and behind-the-scenes stories on how ZSL are protecting endangered wildlife at London Zoo, Whipsnade Zoo, and their conservation projects around the world. We created all the content for the monthly emails in house. Using footage supplied by the client, we edited and produced the final videos, and used our copywriter to produce articles.

As part of the roll-out we created a range of different assets, including website banners, email templates, promotional videos and social ads. ZSL also had the resource to create some assets in house, so we produced a creative and messaging toolkit to help guide the internal team on creating assets for different formats and platforms.

The results

We tested the product initially and are using the insights to further develop the creative and messaging, whilst incorporating elements from their recent rebrand. The campaign is now live.