• 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


  • Careful advance structuring of the campaign
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  • £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

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