Arts & Culture

SACRAMENTO ZOO: Increasing Online Donations Through a New Website Redesign

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About Blackbaud Leading uniquely at the intersection point of technology and social good, Blackbaud provides software, services, expertise, and data intelligence that empowers and connects people to advance the social good movement. We serve the entire social good community, which includes nonprofits, foundations, corporations, education institutions, and the individual change agents who support them. The Zoo website, online donations, and memberships were handled through Blackbaud NetCommunity TM , which integrated with Raiser's Edge TM . However, online daily admission tickets and programs were processed through a third-party solution. To make things more challenging, admissions at the front desk were handled simply through a cash register, capturing no information on visitors. Because of this setup, there wasn't an efficient way to cultivate ongoing relationships with those coming in the gate. Membership cards weren't scannable and they couldn't provide print at- home tickets. With so much going on at the Zoo, website had become overcrowded with content that was not customer-focused. With the help of the Blackbaud Design Services Team, the Zoo was able to identify that its primary website users are its visitors, followed by its members and donors. Then, the staff worked with Blackbaud to craft a website targeted to those groups, ultimately making it easier to buy tickets online. At the same time, the Zoo migrated all of its online and offline ticket sales, donations, memberships, and education programs to Altru. With a consolidated solution online and at the front gate, the Zoo has a 360-degree view of its supporters. Staff have more information about who is entering the Zoo, all while keeping their lines moving with print-at-home tickets and scannable membership cards. In just a few months, the Zoo has seen more donations come in from the website than ever before due to the ease of navigation and ability to add a donation onto any online transaction. In addition, the Zoo has increased ticket prices by 33% without any customer pushback and attributes this, in part, to the enhanced and professional online experience it is able to offer now. Ultimately, the Sacramento Zoo is better positioned to reflect the professional, mission-driven organization that it is. "The Blackbaud Design Services team took our vision and provided the industry knowledge, best practices, and strategic plan to showcase our organization's brand on our website in a clear and compelling way. The results are stunning, and it's easier for our visitors to buy tickets online." —Jaime Wilson, Digital Marketing Manager 800.443.9441 solutions@blackbaud.com arts.blackbaud.com | April 2017

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