Wellington Zoo needed to ask for donations to help build The Nest, a state-of-the-art animal hospital. Because the intended audience (the Zoo’s own database) had previously been approached for the same cause, an impactful DM piece with an emotional element needed to be generated. It was decided that this shouldn’t come from the Zoo at all, but rather the most passionate advocates for the future that could be found – the kids of today. A number of schools in the Wellington region were asked to participate. Lesson packs for 8 and 9 year old primary school students were created that included fun activities such as colouring in, animal fact sheets and information about The Nest, as well as a suggested letter template to follow.
Each letter generated was unique, and the kids’ enthusiasm for the cause resulted in some very colourful, creative, and in some cases heartfelt messages.
The response from the letters was a success, with donors giving an average gift of $85. Awareness of the overall campaign amongst Wellingtonians reached 43%, and awareness that the Zoo is a charitable trust increased by 5%. This campaign was part of the Zoo’s broader fundraising strategy.