A survey of Zoo and Aquarium Membership Managers conducted in 2010 for the annual AZA Conference

1. 2010 AZA Trends Session Membership Survey
1. Do you represent a
Do you represent a
Response
Zoo Aquarium
Totals
100.0% 0.0% 85.7%
Zoo
(48) (0) (48)
0.0% 100.0% 14.3%
Aquarium
(0) (8) (8)
0.0% 0.0% 0.0%
Other
(0) (0) (0)
Other (please specify) 0 replies 0 replies 0
answered question 48 8 56
skipped question 0
2. How many members do you have?
Do you represent a
Response
Zoo Aquarium
Count
48 replies 8 replies 56
answered question 48 8 56
skipped question 0
1 of 28

2. 3. What is your renewal rate?
Do you represent a
Response
Zoo Aquarium
Totals
2.1% 0.0% 1.8%
>80%
(1) (0) (1)
6.3% 0.0% 5.4%
75% to 80%
(3) (0) (3)
8.3% 0.0% 7.1%
70% to 74%
(4) (0) (4)
25.0% 12.5% 23.2%
65% to 69%
(12) (1) (13)
10.4% 12.5% 10.7%
60% to 64%
(5) (1) (6)
14.6% 0.0% 12.5%
55% to 59%
(7) (0) (7)
14.6% 25.0% 16.1%
50% to 54%
(7) (2) (9)
2.1% 25.0% 5.4%
45% to 49%
(1) (2) (3)
4.2% 12.5% 5.4%
40% to 44%
(2) (1) (3)
0.0% 12.5% 1.8%
<40%
(0) (1) (1)
12.5% 0.0% 10.7%
Don't Know
(6) (0) (6)
answered question 48 8 56
skipped question 0
2 of 28

3. 4. Has that renewal rate…
Do you represent a
Response
Zoo Aquarium
Totals
20.9% 37.5% 23.5%
increased since last year?
(9) (3) (12)
30.2% 50.0% 33.3%
decreased since last year?
(13) (4) (17)
48.8% 12.5% 43.1%
stayed the same?
(21) (1) (22)
answered question 43 8 51
skipped question 5
5. How do you calculate your renewal rate?
Do you represent a
Response
Zoo Aquarium
Totals
39.5% 57.1% 42.2%
at month’s end
(15) (4) (19)
18.4% 14.3% 17.8%
30 days after close of month
(7) (1) (8)
42.1% 28.6% 40.0%
60 days after close of month
(16) (2) (18)
answered question 38 7 45
skipped question 11
3 of 28

4. 6. What tools do you use in your renewal program? (check all that apply)
Do you represent a
Response
Zoo Aquarium
Totals
91.3% 100.0% 92.5%
Direct mail letter packages
(42) (7) (49)
60.9% 85.7% 64.2%
eMail
(28) (6) (34)
23.9% 57.1% 28.3%
Postcards
(11) (4) (15)
19.6% 28.6% 20.8%
Phone or telemarketing
(9) (2) (11)
82.6% 100.0% 84.9%
On-site renewal sales
(38) (7) (45)
10.9% 0.0% 9.4%
Social media
(5) (0) (5)
0.0% 0.0% 0.0%
Text messages
(0) (0) (0)
answered question 46 7 53
skipped question 3
4 of 28

5. 7. How many new members do you acquire on an annual basis?
Do you represent a
Response
Zoo Aquarium
Totals
10.4% 12.5% 10.7%
< 500 Members
(5) (1) (6)
4.2% 12.5% 5.4%
501 - 1000 Members
(2) (1) (3)
16.7% 12.5% 16.1%
1001- 2500 Members
(8) (1) (9)
14.6% 25.0% 16.1%
2501-5000 Members
(7) (2) (9)
10.4% 0.0% 8.9%
5001-7500 Members
(5) (0) (5)
16.7% 12.5% 16.1%
7501-10000 Members
(8) (1) (9)
12.5% 25.0% 14.3%
more than 10000 Members
(6) (2) (8)
14.6% 0.0% 12.5%
Don't Know
(7) (0) (7)
answered question 48 8 56
skipped question 0
5 of 28

6. 8. What means do you use to acquire new members and what percentage of new members does each of the
following sources provide for your membership program?
Do you represent a
Response
Zoo Aquarium
Totals
Direct mail letter packages 31.6% 28.6%
Do not use
(12) (2)
21.1% 28.6%
5-10%
(8) (2)
13.2% 28.6%
10-25%
(5) (2)
26.3% 14.3%
25-50%
(10) (1)
more than 7.9% 0.0%
50% (3) (0)
38 7 45
Direct mail self mailers 84.4% 66.7%
Do not use
(27) (4)
12.5% 33.3%
5-10%
(4) (2)
3.1% 0.0%
10-25%
(1) (0)
0.0% 0.0%
25-50%
(0) (0)
more than 0.0% 0.0%
50% (0) (0)
32 6 38
Direct mail postcards 87.5% 57.1%
Do not use
(28) (4)
9.4% 0.0%
5-10%
(3) (0)
3.1% 42.9%
10-25%
(1) (3)
6 of 28

7. 0.0% 0.0%
25-50%
(0) (0)
more than 0.0% 0.0%
50% (0) (0)
32 7 39
eMail 63.6% 16.7%
Do not use
(21) (1)
36.4% 33.3%
5-10%
(12) (2)
0.0% 50.0%
10-25%
(0) (3)
0.0% 0.0%
25-50%
(0) (0)
more than 0.0% 0.0%
50% (0) (0)
33 6 39
Website 8.1% 0.0%
Do not use
(3) (0)
37.8% 16.7%
5-10%
(14) (1)
27.0% 66.7%
10-25%
(10) (4)
21.6% 16.7%
25-50%
(8) (1)
more than 5.4% 0.0%
50% (2) (0)
37 6 43
On site membership sales 0.0% 0.0%
Do not use
(0) (0)
0.0% 0.0%
5-10%
(0) (0)
18.6% 42.9%
10-25%
(8) (3)
37.2% 42.9%
25-50%
(16) (3)
7 of 28

8. more than 44.2% 14.3%
50% (19) (1)
43 7 50
Phone or telemarketing 87.5% 100.0%
Do not use
(28) (6)
12.5% 0.0%
5-10%
(4) (0)
0.0% 0.0%
10-25%
(0) (0)
0.0% 0.0%
25-50%
(0) (0)
more than 0.0% 0.0%
50% (0) (0)
32 6 38
Gift membership programs 15.8% 20.0%
Do not use
(6) (1)
71.1% 80.0%
5-10%
(27) (4)
10.5% 0.0%
10-25%
(4) (0)
0.0% 0.0%
25-50%
(0) (0)
more than 2.6% 0.0%
50% (1) (0)
38 5 43
Member-get-a-member or referral 80.6% 100.0%
Do not use
programs (25) (6)
19.4% 0.0%
5-10%
(6) (0)
0.0% 0.0%
10-25%
(0) (0)
0.0% 0.0%
25-50%
(0) (0)
8 of 28

9. more than 0.0% 0.0%
50% (0) (0)
31 6 37
Special promotions 39.4% 16.7%
Do not use
(13) (1)
36.4% 66.7%
5-10%
(12) (4)
12.1% 16.7%
10-25%
(4) (1)
12.1% 0.0%
25-50%
(4) (0)
more than 0.0% 0.0%
50% (0) (0)
33 6 39
answered question 45 7 52
skipped question 4
9. If you use direct mail campaigns, how many pieces do you mail annually?
Do you represent a
Response
Zoo Aquarium
Totals
20.9% 28.6% 22.0%
< 50,000 pieces
(9) (2) (11)
7.0% 14.3% 8.0%
50,000 to 100,000 pieces
(3) (1) (4)
16.3% 0.0% 14.0%
100,001 to 200,000 pieces
(7) (0) (7)
27.9% 42.9% 30.0%
more than 200,000 pieces
(12) (3) (15)
27.9% 14.3% 26.0%
we do not currently use direct mail
(12) (1) (13)
answered question 43 7 50
skipped question 6
9 of 28

10. 10. What is your most recent direct mail response rate?
Do you represent a
Response
Zoo Aquarium
Totals
4.7% 14.3% 6.0%
<.5%
(2) (1) (3)
11.6% 57.1% 18.0%
.51% to 1.0%
(5) (4) (9)
20.9% 0.0% 18.0%
1.01 to 1.50%
(9) (0) (9)
23.3% 14.3% 22.0%
1.51% to 2.0%
(10) (1) (11)
11.6% 0.0% 10.0%
2.01% to 3.0%
(5) (0) (5)
2.3% 0.0% 2.0%
more than 3.0%
(1) (0) (1)
25.6% 14.3% 24.0%
n/a
(11) (1) (12)
answered question 43 7 50
skipped question 6
10 of 28

11. 11. Has your direct mail response rate this year…
Do you represent a
Response
Zoo Aquarium
Totals
34.9% 0.0% 30.0%
increased since your last campaign?
(15) (0) (15)
11.6% 28.6% 14.0%
decreased since your last campaign?
(5) (2) (7)
20.9% 57.1% 26.0%
stayed the same
(9) (4) (13)
32.6% 14.3% 30.0%
n/a
(14) (1) (15)
answered question 43 7 50
skipped question 6
12. When mailing to new member prospects do you mail to... (check all that apply)
Do you represent a
Response
Zoo Aquarium
Totals
94.4% 83.3% 92.9%
lapsed members
(34) (5) (39)
61.1% 50.0% 59.5%
in house prospects
(22) (3) (25)
38.9% 50.0% 40.5%
trade names from other membership organizations
(14) (3) (17)
80.6% 66.7% 78.6%
rental lists
(29) (4) (33)
answered question 36 6 42
skipped question 14
11 of 28

12. 13. How many direct mail acquisition campaigns do you do annually?
Do you represent a
Response
Zoo Aquarium
Totals
27.9% 14.3% 26.0%
0
(12) (1) (13)
37.2% 14.3% 34.0%
1
(16) (1) (17)
27.9% 28.6% 28.0%
2
(12) (2) (14)
4.7% 14.3% 6.0%
3
(2) (1) (3)
2.3% 28.6% 6.0%
4 or more
(1) (2) (3)
answered question 43 7 50
skipped question 6
14. Do you perform these campaigns….
Do you represent a
Response
Zoo Aquarium
Totals
60.5% 57.1% 60.0%
using an outside vendor
(26) (4) (30)
14.0% 28.6% 16.0%
in-house
(6) (2) (8)
25.6% 14.3% 24.0%
n/a
(11) (1) (12)
answered question 43 7 50
skipped question 6
12 of 28

13. 15. If you do email campaigns do you email to: (check all that apply)
Do you represent a
Response
Zoo Aquarium
Totals
45.0% 57.1% 46.8%
lapsed members
(18) (4) (22)
30.0% 71.4% 36.2%
in house prospects
(12) (5) (17)
2.5% 0.0% 2.1%
trade names from other membership organizations
(1) (0) (1)
7.5% 0.0% 6.4%
rental lists
(3) (0) (3)
50.0% 14.3% 44.7%
n/a
(20) (1) (21)
answered question 40 7 47
skipped question 9
13 of 28

14. 16. If you use on-site sales to acquire new members, what is your on-site conversion rate? (# of
memberships/annual attendance)
Do you represent a
Response
Zoo Aquarium
Totals
6.7% 0.0% 5.8%
<.5%
(3) (0) (3)
13.3% 28.6% 15.4%
.5% - 1%
(6) (2) (8)
11.1% 28.6% 13.5%
1.01% - 2%
(5) (2) (7)
17.8% 0.0% 15.4%
2.01% - 3%
(8) (0) (8)
2.2% 0.0% 1.9%
3.01% - 4%
(1) (0) (1)
6.7% 14.3% 7.7%
more than 4%
(3) (1) (4)
42.2% 28.6% 40.4%
Don't Know
(19) (2) (21)
answered question 45 7 52
skipped question 4
17. What attendance figure do you use to calculate this rate?
Do you represent a
Response
Zoo Aquarium
Totals
73.3% 50.0% 70.6%
Total attendance
(22) (2) (24)
26.7% 50.0% 29.4%
Total paid attendance (excluding groups)
(8) (2) (10)
answered question 30 4 34
skipped question 22
14 of 28

15. 18. What is your total attendance for the most recent full year?
Do you represent a
Response
Zoo Aquarium
Totals
6.3% 0.0% 5.4%
<100,000
(3) (0) (3)
14.6% 0.0% 12.5%
100,000 to 250,000
(7) (0) (7)
16.7% 12.5% 16.1%
250,001 – 500,000
(8) (1) (9)
22.9% 50.0% 26.8%
500,001 – 1,000,000
(11) (4) (15)
29.2% 37.5% 30.4%
1,000,000 – 2,000,000
(14) (3) (17)
6.3% 0.0% 5.4%
more than 2 million
(3) (0) (3)
4.2% 0.0% 3.6%
Don't Know
(2) (0) (2)
answered question 48 8 56
skipped question 0
15 of 28

16. 19. Has your attendance from the prior full year...
Do you represent a
Response
Zoo Aquarium
Totals
47.8% 57.1% 49.1%
Increased
(22) (4) (26)
37.0% 42.9% 37.7%
Decreased
(17) (3) (20)
15.2% 0.0% 13.2%
Stayed the same
(7) (0) (7)
answered question 46 7 53
skipped question 3
16 of 28

17. 20. What is your membership total for the most recent full year?
Do you represent a
Response
Zoo Aquarium
Totals
10.4% 0.0% 8.9%
<2500
(5) (0) (5)
12.5% 0.0% 10.7%
2500 - 5000
(6) (0) (6)
6.3% 25.0% 8.9%
5,000 – 10,000
(3) (2) (5)
25.0% 37.5% 26.8%
10,001 to 20,000
(12) (3) (15)
10.4% 12.5% 10.7%
20,001 - 30,000
(5) (1) (6)
6.3% 12.5% 7.1%
30,001 – 40,000
(3) (1) (4)
25.0% 12.5% 23.2%
more than 40,000
(12) (1) (13)
4.2% 0.0% 3.6%
Don't Know
(2) (0) (2)
answered question 48 8 56
skipped question 0
17 of 28

18. 21. Has your total membership from the prior full year...
Do you represent a
Response
Zoo Aquarium
Totals
58.7% 57.1% 58.5%
Increased
(27) (4) (31)
19.6% 42.9% 22.6%
Decreased
(9) (3) (12)
21.7% 0.0% 18.9%
Stayed the same
(10) (0) (10)
answered question 46 7 53
skipped question 3
18 of 28

19. 22. What is you total institutional annual budget?
Do you represent a
Response
Zoo Aquarium
Totals
2.2% 0.0% 1.9%
<$250,000
(1) (0) (1)
2.2% 0.0% 1.9%
$250,000 - $500,000
(1) (0) (1)
4.3% 0.0% 3.8%
$500,001 - $1,000,000
(2) (0) (2)
6.5% 0.0% 5.7%
$1,000,001 - $2,000,000
(3) (0) (3)
15.2% 0.0% 13.2%
$2,000,001 - $5,000,000
(7) (0) (7)
21.7% 28.6% 22.6%
$5,000,001 to $10,000,000
(10) (2) (12)
8.7% 0.0% 7.5%
$10,000,001 to $20,000,000
(4) (0) (4)
8.7% 14.3% 9.4%
$20,000,001 to $35,000,000
(4) (1) (5)
4.3% 14.3% 5.7%
>$35,000,000
(2) (1) (3)
13.0% 14.3% 13.2%
Don't Know
(6) (1) (7)
answered question 46 7 53
skipped question 3
19 of 28

20. 23. What is your total annual membership revenue budget?
Do you represent a
Response
Zoo Aquarium
Totals
20.8% 0.0% 17.9%
<$250,000
(10) (0) (10)
0.0% 12.5% 1.8%
$250,000 - $500,000
(0) (1) (1)
12.5% 25.0% 14.3%
$500,001 - $1,000,000
(6) (2) (8)
31.3% 12.5% 28.6%
$1,000,001 - $2,000,000
(15) (1) (16)
16.7% 12.5% 16.1%
$2,000,001 - $4,000,000
(8) (1) (9)
12.5% 25.0% 14.3%
more than $4 million
(6) (2) (8)
6.3% 12.5% 7.1%
Don't Know
(3) (1) (4)
answered question 48 8 56
skipped question 0
20 of 28

21. 24. What is your total annual membership expenditure budget?
Do you represent a
Response
Zoo Aquarium
Totals
58.1% 57.1% 58.0%
<$250,000
(25) (4) (29)
14.0% 28.6% 16.0%
$250,000 - $500,000
(6) (2) (8)
16.3% 0.0% 14.0%
$500,001 - $1,000,000
(7) (0) (7)
7.0% 14.3% 8.0%
$1,000,001 - $2,000,000
(3) (1) (4)
4.7% 0.0% 4.0%
$2,000,001 - $4,000,000
(2) (0) (2)
0.0% 0.0% 0.0%
more than $4 million
(0) (0) (0)
answered question 43 7 50
skipped question 6
25. Does your Zoo or Aquarium have special traveling exhibits or attractions?
Do you represent a
Response
Zoo Aquarium
Totals
39.1% 57.1% 41.5%
Yes
(18) (4) (22)
60.9% 42.9% 58.5%
No
(28) (3) (31)
answered question 46 7 53
skipped question 3
21 of 28

22. 26. If so, do they help drive membership?
Do you represent a
Response
Zoo Aquarium
Totals
25.0% 42.9% 27.5%
Yes
(11) (3) (14)
13.6% 14.3% 13.7%
No
(6) (1) (7)
61.4% 42.9% 58.8%
n/a
(27) (3) (30)
answered question 44 7 51
skipped question 5
22 of 28

23. 27. What is the average number of visits by each Member(ship) per year?
Do you represent a
Response
Zoo Aquarium
Totals
0.0% 0.0% 0.0%
0
(0) (0) (0)
0.0% 0.0% 0.0%
1
(0) (0) (0)
8.7% 71.4% 17.0%
2
(4) (5) (9)
21.7% 14.3% 20.8%
3
(10) (1) (11)
8.7% 0.0% 7.5%
4
(4) (0) (4)
6.5% 0.0% 5.7%
5 or more
(3) (0) (3)
54.3% 14.3% 49.1%
Unable to calculate
(25) (1) (26)
answered question 46 7 53
skipped question 3
28. Do you sell your extra programs (e.g. train rides, behind-the-scenes tours) at your zoo or aquarium?
Do you represent a
Response
Zoo Aquarium
Totals
80.4% 100.0% 83.0%
Yes
(37) (7) (44)
19.6% 0.0% 17.0%
No
(9) (0) (9)
answered question 46 7 53
skipped question 3
23 of 28

24. 29. If so, do you...
Do you represent a
Response
Zoo Aquarium
Totals
7.1% 14.3% 8.2%
offer to members for free
(3) (1) (4)
54.8% 71.4% 57.1%
discount cost to Members
(23) (5) (28)
23.8% 14.3% 22.4%
charge members full price
(10) (1) (11)
14.3% 0.0% 12.2%
n/a
(6) (0) (6)
answered question 42 7 49
skipped question 7
30. How many lapsed recapture campaigns do you perform annually (outside of acquisition campaigns)?
Do you represent a
Response
Zoo Aquarium
Totals
41.3% 0.0% 35.8%
0
(19) (0) (19)
26.1% 28.6% 26.4%
1
(12) (2) (14)
8.7% 28.6% 11.3%
2
(4) (2) (6)
6.5% 14.3% 7.5%
3
(3) (1) (4)
17.4% 28.6% 18.9%
4 or more
(8) (2) (10)
answered question 46 7 53
skipped question 3
24 of 28

25. 31. How do you perform these lapsed recapture campaigns? (check all that apply)
Do you represent a
Response
Zoo Aquarium
Totals
72.4% 57.1% 69.4%
Direct Mail
(21) (4) (25)
13.8% 28.6% 16.7%
Telemarketing
(4) (2) (6)
44.8% 71.4% 50.0%
eMail
(13) (5) (18)
10.3% 0.0% 8.3%
Other
(3) (0) (3)
answered question 29 7 36
skipped question 20
25 of 28

26. 32. What is the distribution of ALL membership transactions by the following means of responding:
Do you represent a
Response
Zoo Aquarium
Totals
30 replies 6 replies 78.3%
% from mail
(76.9%) (85.7%) (36)
27 replies 6 replies 71.7%
% from phone
(69.2%) (85.7%) (33)
30 replies 6 replies 78.3%
% from website
(76.9%) (85.7%) (36)
31 replies 6 replies 80.4%
% in person
(79.5%) (85.7%) (37)
12 replies 2 replies 30.4%
% other (please specify)
(30.8%) (28.6%) (14)
9 replies 2 replies 23.9%
Don’t know or cannot calculate
(23.1%) (28.6%) (11)
answered question 39 7 46
skipped question 10
33. When have you/are you planning to increase dues? (check all that apply)
Do you represent a
Response
Zoo Aquarium
Totals
34.1% 83.3% 40.4%
Last year
(14) (5) (19)
36.6% 50.0% 38.3%
This year
(15) (3) (18)
53.7% 33.3% 51.1%
Next year
(22) (2) (24)
answered question 41 6 47
skipped question 9
26 of 28

27. 34. If so, what is the amount of the increase?
Do you represent a
Response
Zoo Aquarium
Totals
48.9% 0.0% 42.3%
up to $5
(22) (0) (22)
22.2% 14.3% 21.2%
$5.01 - $10
(10) (1) (11)
15.6% 14.3% 15.4%
$10.01 - $15
(7) (1) (8)
4.4% 57.1% 11.5%
more than $15
(2) (4) (6)
8.9% 14.3% 9.6%
n/a
(4) (1) (5)
answered question 45 7 52
skipped question 4
35. What was the reaction of members to the increase?
Do you represent a
Response
Zoo Aquarium
Totals
38.6% 42.9% 39.2%
Fine, no problems
(17) (3) (20)
2.3% 14.3% 3.9%
Bad, members complained
(1) (1) (2)
22.7% 28.6% 23.5%
No reaction, well received or no one noticed
(10) (2) (12)
36.4% 14.3% 33.3%
n/a
(16) (1) (17)
answered question 44 7 51
skipped question 5
27 of 28

28. 36. What is the reporting relationship of the Membership Department at your Zoo or Aquarium?
Do you represent a
Response
Zoo Aquarium
Totals
38.3% 71.4% 42.6%
Part of Development or Advancement
(18) (5) (23)
31.9% 14.3% 29.6%
Part of Marketing
(15) (1) (16)
17.0% 14.3% 16.7%
Free standing department
(8) (1) (9)
2.1% 0.0% 1.9%
Part of Finance
(1) (0) (1)
10.6% 0.0% 9.3%
Visitor Services
(5) (0) (5)
answered question 47 7 54
skipped question 2
28 of 28