Objectives
- Famous for its iconic penguins the zoo wanted to raise funds to develop Penguin Rock
The Products
- A double brick with a penguin footprint and personalised message @ £250
- Added value was given to the product by inviting supporters to the grand opening @£500
- If £1,000 was donated then the donor was also given an exclusive experience for 6 people at Penguin Rock
Marketing
- Careful advance structuring of the campaign
Results
- £130,000 raised, to date
- The most successful fundraising appeal ever by the Royal Zoological Society of Scotland Highly popular with staff, users and supporters
Key SUuccess Factors
- Well structured campaign strategy
