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

By Abny Santicola

“Their control was not in line with what we’d seen with other response rates for zoos across the country,” according to Jessica Harrington, vice president of direct response at Schultz & Williams Inc., the creative services firm the zoo hired to orchestrate its direct-mail redo. “We work with a lot of zoos, in addition to other nonprofits, and it just wasn’t hitting the benchmarks that we’d established for our other clients.”