INFOGRAPHIC: ROI At-a-Glance with The Houston Zoo

November 1, 2018

“I wanted information that would not only help us find principal gift and major gift donors, but that would help us across our entire portfolio, including operating donors, low-level donor club, and planned giving society. We wanted to see movement across the board.”

—Audra Jesudason, Senior Director of Development Operations, Houston Zoo


The Houston Zoo is a nonprofit organization in Texas that receives over 2.5 million visitors a year. It has 2,000 annual donors and employs 10 gift officers and 4 executive gift officers. Currently, the Houston Zoo uses predictive modelingwealth screening, and consulting services in Blackbaud Target Analytics for its fundraising needs.

The Houston Zoo fundraising team implemented Blackbaud Target Analytics with the goals of increasing annual fundraising revenue, reaching major gift campaign goals for zoo renovations, and improving gift officer productivity.

Key Challenges:

  • No reliable tool to analyze prospect and donor records for future cultivation
  • Lack of guidance on the optimal size of contribution

Key Findings:

  • Increased operations fund by more than $450,000 through growing the number of donors and increasing average gift size
  • Increased major gift campaign revenue by $2 million through more targeted outreach
  • Avoided the cost of an additional researcher, saving the organization almost $180,000

Watch this on-demand webinar and see how the Houston Zoo used advanced analytics to improve fundraising efforts and increase its mission’s impact. And don't forget to download the report to learn more.

Also check out The complete report: Total Economic Impact of Blackbaud Target Analytics

“We are never not using [Blackbaud] Target Analytics. The tool helps us make better decisions.” 

—Audra Jesudason, Senior Director of Development Operations, Houston Zoo

Interested in seeing the potential opportunity in your supporters?

The Houston Zoo uses Blackbaud Target Analytics predictive modeling, wealth screening and consulting services for their fundraising needs. Let us sample your data and show you who's hiding in your database. 

Contact us at and request your FREE Target Analytics Affluence Insight report today!

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Episode 51: Analytical Activism ft. David Karpf
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Target Analytics® Significantly Boosted the Revenue of Houston Zoo's Operations Fund

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