The L.A. Zoo tames its control and finds success with a simpler approach.

By Abny Santicola

Focusing on these exclusive experiences and the insider’s view members enjoy is basic, Zahrly says, but people really seem to respond to it.

Schultz & Williams also wanted to make more use of the space on each element in the mailing. The reply displays the ask on one side and an option to order a gift membership on the back. The letter is double-sided, and the lift note promotes a members-only, free, after-hours zoo event on one side and holds a message from the zoo director on the other, telling prospects, “how vital your membership support is during this major surge of growth and improvement.” This message, Esposito says, was added to give the support message a place in the mailing and boost returns.