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

By Abny Santicola

Compelled by drooping response to the zoo’s mailings and skeptical of being able to successfully convert donors to members, Schultz & Williams enacted a list change, targeting families with children under age 12, specifically those who buy through the mail.

The zoo focused on lists for catalogs for baby and toddler merchandise and maternity wear, and magazines such as Parents, Parenting and Your Big Backyard. Additionally, it exchanged lists with other local attractions such as the California Science Center and the city’s aquarium.