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

By Abny Santicola

The response rate on this control, Harrington adds, is holding steady at 1 percent, with an average gift of $60, with which the zoo and Schultz & Williams are pleased.

Messaging and other changes
Aside from the new lists, messaging was the most dramatic change made to the zoo’s direct-mail approach. According to Esposito, the previous control had more of a support message that emphasized helping the zoo grow, change and add new exhibits. Schultz & Williams strengthened the mailing’s message, moving from one that focuses on the need to support the zoo to one that highlights member benefits and exclusive, members-only experiences.