Denver Zoo - Membership Audits and Strategic Plans
In 1999 the Denver Zoo engaged Membership Consultants to fully evaluate its membership program and operations as it was developing a new master plan for the entire Zoo. The Membership Program needed to mirror the growth and world class status of the Zoo. With about 38,000 members, the Zoo’s leadership envisioned a membership of 60,000. Long term membership projections were created that mirrored the timeline of adding new exhibits and a new visitor’s center. Membership Consultants projected reaching the goal of 60,000 members in 2011. Assisting with direct mail acquisition, the Zoo staff and Membership Consultants reached and exceeded the goal with 65,000 two years early by 2009 by implementing the plan as projected.