We were asked to develop a fundraising campaign for the Zoo's new learning centre after they had been offered a substantial grant, but only if the Zoo could raise the equivalent funds. The piece also needed to drop right before Christmas, the most competitive time of the year to ask for donations. The campaign consisted of a 3D, DM piece with predators literally jumping off the page, to help demonstrate what the new learning centre will be like for students. Supported by online and onsite communications, the campaign generated a response rate of 9.34% with the average donation being $107 from past donors and $48 from members and the general public.
