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SACRAMENTO ZOO: Increasing Online Donations Through a New Website Redesign

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CUSTOMER SPOTLIGHT Sacramento Zoo The Sacramento Zoo has grown into a 14-acre Zoo with more than 10,000 member households and half a million visitors each year. More than an attraction, the Zoo inspires appreciation, respect, and a connection with wildlife and nature through education, recreation, and conservation. The Sacramento Zoo Increases Online Donations Through a New Website Redesign As the Sacramento Zoo approached its 90th birthday, it was rethinking how it wanted to be seen as an organization. The Zoo staff wanted to change the way the community viewed the organization and put more emphasis on its conservation and education efforts versus its role as simply an attraction. The staff wanted its website to reflect its values and do so in a way that maximized online conversions and attracted more visitors, members, and donors. In recent years, the Zoo saw record attendance, but the technology it was using made it difficult for staff to get a clear view of Zoo supporters. The data they had was incomplete and not useful when it came to getting to know Zoo supporters. "With the new website and point-of-sale solution, we are able to attract new visitors, capture more information on those visitors, and personalize follow-up communications to strengthen relationships with them." —Jaime Wilson, Digital Marketing Manager The Sacramento Zoo is powered by: Altru ® Blackbaud Interactive Services Blackbaud Merchant Services Check out the Zoos new Website: www.saczoo.org 800.443.9441 solutions@blackbaud.com arts.blackbaud.com April 2017

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