membership survey 2010
DESCRIPTION
A survey of Zoo and Aquarium Membership Managers conducted in 2010 for the annual AZA ConferenceTRANSCRIPT
1 of 28
2010 AZA Trends Session Membership Survey
1. Do you represent a
Do you represent a
Zoo AquariumResponse
Totals
Zoo100.0%
(48)
0.0%
(0)85.7%
(48)
Aquarium0.0%
(0)100.0%
(8)
14.3%
(8)
Other0.0%
(0)
0.0%
(0)
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
Zoo AquariumResponse
Count
48 replies 8 replies 56
answered question 48 8 56
skipped question 0
2 of 28
3. What is your renewal rate?
Do you represent a
Zoo AquariumResponse
Totals
>80%2.1%
(1)
0.0%
(0)
1.8%
(1)
75% to 80%6.3%
(3)
0.0%
(0)
5.4%
(3)
70% to 74%8.3%
(4)
0.0%
(0)
7.1%
(4)
65% to 69%25.0%
(12)
12.5%
(1)23.2%
(13)
60% to 64%10.4%
(5)
12.5%
(1)
10.7%
(6)
55% to 59%14.6%
(7)
0.0%
(0)
12.5%
(7)
50% to 54%14.6%
(7)25.0%
(2)
16.1%
(9)
45% to 49%2.1%
(1)25.0%
(2)
5.4%
(3)
40% to 44%4.2%
(2)
12.5%
(1)
5.4%
(3)
<40%0.0%
(0)
12.5%
(1)
1.8%
(1)
Don't Know12.5%
(6)
0.0%
(0)
10.7%
(6)
answered question 48 8 56
skipped question 0
3 of 28
4. Has that renewal rate…
Do you represent a
Zoo AquariumResponse
Totals
increased since last year?20.9%
(9)
37.5%
(3)
23.5%
(12)
decreased since last year?30.2%
(13)50.0%
(4)
33.3%
(17)
stayed the same?48.8%
(21)
12.5%
(1)43.1%
(22)
answered question 43 8 51
skipped question 5
5. How do you calculate your renewal rate?
Do you represent a
Zoo AquariumResponse
Totals
at month’s end39.5%
(15)57.1%
(4)
42.2%
(19)
30 days after close of month18.4%
(7)
14.3%
(1)
17.8%
(8)
60 days after close of month42.1%
(16)
28.6%
(2)
40.0%
(18)
answered question 38 7 45
skipped question 11
4 of 28
6. What tools do you use in your renewal program? (check all that apply)
Do you represent a
Zoo AquariumResponse
Totals
Direct mail letter packages91.3%
(42)
100.0%
(7)
92.5%
(49)
eMail60.9%
(28)
85.7%
(6)
64.2%
(34)
Postcards23.9%
(11)
57.1%
(4)
28.3%
(15)
Phone or telemarketing19.6%
(9)
28.6%
(2)
20.8%
(11)
On-site renewal sales82.6%
(38)100.0%
(7)
84.9%
(45)
Social media10.9%
(5)
0.0%
(0)
9.4%
(5)
Text messages0.0%
(0)
0.0%
(0)
0.0%
(0)
answered question 46 7 53
skipped question 3
5 of 28
7. How many new members do you acquire on an annual basis?
Do you represent a
Zoo AquariumResponse
Totals
< 500 Members10.4%
(5)
12.5%
(1)
10.7%
(6)
501 - 1000 Members4.2%
(2)
12.5%
(1)
5.4%
(3)
1001- 2500 Members16.7%
(8)
12.5%
(1)16.1%
(9)
2501-5000 Members14.6%
(7)25.0%
(2)
16.1%
(9)
5001-7500 Members10.4%
(5)
0.0%
(0)
8.9%
(5)
7501-10000 Members16.7%
(8)
12.5%
(1)16.1%
(9)
more than 10000 Members12.5%
(6)25.0%
(2)
14.3%
(8)
Don't Know14.6%
(7)
0.0%
(0)
12.5%
(7)
answered question 48 8 56
skipped question 0
6 of 28
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
Zoo AquariumResponse
Totals
Direct mail letter packagesDo not use
31.6%
(12)
28.6%
(2)
5-10%21.1%
(8)28.6%
(2)
10-25%13.2%
(5)28.6%
(2)
25-50%26.3%
(10)
14.3%
(1)
more than
50%
7.9%
(3)
0.0%
(0)
38 7 45
Direct mail self mailersDo not use
84.4%
(27)
66.7%
(4)
5-10%12.5%
(4)
33.3%
(2)
10-25%3.1%
(1)
0.0%
(0)
25-50%0.0%
(0)
0.0%
(0)
more than
50%
0.0%
(0)
0.0%
(0)
32 6 38
Direct mail postcardsDo not use
87.5%
(28)
57.1%
(4)
5-10%9.4%
(3)
0.0%
(0)
10-25%3.1%
(1)
42.9%
(3)
7 of 28
25-50%0.0%
(0)
0.0%
(0)
more than
50%
0.0%
(0)
0.0%
(0)
32 7 39
eMailDo not use
63.6%
(21)
16.7%
(1)
5-10%36.4%
(12)
33.3%
(2)
10-25%0.0%
(0)50.0%
(3)
25-50%0.0%
(0)
0.0%
(0)
more than
50%
0.0%
(0)
0.0%
(0)
33 6 39
WebsiteDo not use
8.1%
(3)
0.0%
(0)
5-10%37.8%
(14)
16.7%
(1)
10-25%27.0%
(10)66.7%
(4)
25-50%21.6%
(8)
16.7%
(1)
more than
50%
5.4%
(2)
0.0%
(0)
37 6 43
On site membership salesDo not use
0.0%
(0)
0.0%
(0)
5-10%0.0%
(0)
0.0%
(0)
10-25%18.6%
(8)42.9%
(3)
25-50%37.2%
(16)42.9%
(3)
8 of 28
more than
50%
44.2%
(19)
14.3%
(1)
43 7 50
Phone or telemarketingDo not use
87.5%
(28)
100.0%
(6)
5-10%12.5%
(4)
0.0%
(0)
10-25%0.0%
(0)
0.0%
(0)
25-50%0.0%
(0)
0.0%
(0)
more than
50%
0.0%
(0)
0.0%
(0)
32 6 38
Gift membership programsDo not use
15.8%
(6)
20.0%
(1)
5-10%71.1%
(27)
80.0%
(4)
10-25%10.5%
(4)
0.0%
(0)
25-50%0.0%
(0)
0.0%
(0)
more than
50%
2.6%
(1)
0.0%
(0)
38 5 43
Member-get-a-member or referral
programsDo not use
80.6%
(25)
100.0%
(6)
5-10%19.4%
(6)
0.0%
(0)
10-25%0.0%
(0)
0.0%
(0)
25-50%0.0%
(0)
0.0%
(0)
9 of 28
more than
50%
0.0%
(0)
0.0%
(0)
31 6 37
Special promotionsDo not use
39.4%
(13)
16.7%
(1)
5-10%36.4%
(12)66.7%
(4)
10-25%12.1%
(4)
16.7%
(1)
25-50%12.1%
(4)
0.0%
(0)
more than
50%
0.0%
(0)
0.0%
(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
Zoo AquariumResponse
Totals
< 50,000 pieces20.9%
(9)
28.6%
(2)
22.0%
(11)
50,000 to 100,000 pieces7.0%
(3)
14.3%
(1)
8.0%
(4)
100,001 to 200,000 pieces16.3%
(7)
0.0%
(0)
14.0%
(7)
more than 200,000 pieces27.9%
(12)
42.9%
(3)
30.0%
(15)
we do not currently use direct mail27.9%
(12)
14.3%
(1)
26.0%
(13)
answered question 43 7 50
skipped question 6
10 of 28
10. What is your most recent direct mail response rate?
Do you represent a
Zoo AquariumResponse
Totals
<.5%4.7%
(2)
14.3%
(1)
6.0%
(3)
.51% to 1.0%11.6%
(5)57.1%
(4)
18.0%
(9)
1.01 to 1.50%20.9%
(9)
0.0%
(0)
18.0%
(9)
1.51% to 2.0%23.3%
(10)
14.3%
(1)
22.0%
(11)
2.01% to 3.0%11.6%
(5)
0.0%
(0)
10.0%
(5)
more than 3.0%2.3%
(1)
0.0%
(0)
2.0%
(1)
n/a25.6%
(11)
14.3%
(1)24.0%
(12)
answered question 43 7 50
skipped question 6
11 of 28
11. Has your direct mail response rate this year…
Do you represent a
Zoo AquariumResponse
Totals
increased since your last campaign?34.9%
(15)
0.0%
(0)30.0%
(15)
decreased since your last campaign?11.6%
(5)
28.6%
(2)
14.0%
(7)
stayed the same20.9%
(9)57.1%
(4)
26.0%
(13)
n/a32.6%
(14)
14.3%
(1)30.0%
(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
Zoo AquariumResponse
Totals
lapsed members94.4%
(34)
83.3%
(5)
92.9%
(39)
in house prospects61.1%
(22)
50.0%
(3)
59.5%
(25)
trade names from other membership organizations38.9%
(14)
50.0%
(3)
40.5%
(17)
rental lists80.6%
(29)
66.7%
(4)
78.6%
(33)
answered question 36 6 42
skipped question 14
12 of 28
13. How many direct mail acquisition campaigns do you do annually?
Do you represent a
Zoo AquariumResponse
Totals
027.9%
(12)
14.3%
(1)
26.0%
(13)
137.2%
(16)
14.3%
(1)34.0%
(17)
227.9%
(12)28.6%
(2)
28.0%
(14)
34.7%
(2)
14.3%
(1)
6.0%
(3)
4 or more2.3%
(1)28.6%
(2)
6.0%
(3)
answered question 43 7 50
skipped question 6
14. Do you perform these campaigns….
Do you represent a
Zoo AquariumResponse
Totals
using an outside vendor60.5%
(26)
57.1%
(4)
60.0%
(30)
in-house14.0%
(6)
28.6%
(2)
16.0%
(8)
n/a25.6%
(11)
14.3%
(1)
24.0%
(12)
answered question 43 7 50
skipped question 6
13 of 28
15. If you do email campaigns do you email to: (check all that apply)
Do you represent a
Zoo AquariumResponse
Totals
lapsed members45.0%
(18)
57.1%
(4)46.8%
(22)
in house prospects30.0%
(12)71.4%
(5)
36.2%
(17)
trade names from other membership organizations2.5%
(1)
0.0%
(0)
2.1%
(1)
rental lists7.5%
(3)
0.0%
(0)
6.4%
(3)
n/a50.0%
(20)
14.3%
(1)
44.7%
(21)
answered question 40 7 47
skipped question 9
14 of 28
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
Zoo AquariumResponse
Totals
<.5%6.7%
(3)
0.0%
(0)
5.8%
(3)
.5% - 1%13.3%
(6)28.6%
(2)
15.4%
(8)
1.01% - 2%11.1%
(5)28.6%
(2)
13.5%
(7)
2.01% - 3%17.8%
(8)
0.0%
(0)
15.4%
(8)
3.01% - 4%2.2%
(1)
0.0%
(0)
1.9%
(1)
more than 4%6.7%
(3)
14.3%
(1)
7.7%
(4)
Don't Know42.2%
(19)
28.6%
(2)
40.4%
(21)
answered question 45 7 52
skipped question 4
17. What attendance figure do you use to calculate this rate?
Do you represent a
Zoo AquariumResponse
Totals
Total attendance73.3%
(22)
50.0%
(2)
70.6%
(24)
Total paid attendance (excluding groups)26.7%
(8)50.0%
(2)
29.4%
(10)
answered question 30 4 34
skipped question 22
15 of 28
18. What is your total attendance for the most recent full year?
Do you represent a
Zoo AquariumResponse
Totals
<100,0006.3%
(3)
0.0%
(0)
5.4%
(3)
100,000 to 250,00014.6%
(7)
0.0%
(0)
12.5%
(7)
250,001 – 500,00016.7%
(8)
12.5%
(1)
16.1%
(9)
500,001 – 1,000,00022.9%
(11)50.0%
(4)
26.8%
(15)
1,000,000 – 2,000,00029.2%
(14)
37.5%
(3)30.4%
(17)
more than 2 million6.3%
(3)
0.0%
(0)
5.4%
(3)
Don't Know4.2%
(2)
0.0%
(0)
3.6%
(2)
answered question 48 8 56
skipped question 0
16 of 28
19. Has your attendance from the prior full year...
Do you represent a
Zoo AquariumResponse
Totals
Increased47.8%
(22)
57.1%
(4)
49.1%
(26)
Decreased37.0%
(17)
42.9%
(3)
37.7%
(20)
Stayed the same15.2%
(7)
0.0%
(0)
13.2%
(7)
answered question 46 7 53
skipped question 3
17 of 28
20. What is your membership total for the most recent full year?
Do you represent a
Zoo AquariumResponse
Totals
<250010.4%
(5)
0.0%
(0)
8.9%
(5)
2500 - 500012.5%
(6)
0.0%
(0)
10.7%
(6)
5,000 – 10,0006.3%
(3)
25.0%
(2)
8.9%
(5)
10,001 to 20,00025.0%
(12)
37.5%
(3)
26.8%
(15)
20,001 - 30,00010.4%
(5)
12.5%
(1)
10.7%
(6)
30,001 – 40,0006.3%
(3)
12.5%
(1)
7.1%
(4)
more than 40,00025.0%
(12)
12.5%
(1)
23.2%
(13)
Don't Know4.2%
(2)
0.0%
(0)
3.6%
(2)
answered question 48 8 56
skipped question 0
18 of 28
21. Has your total membership from the prior full year...
Do you represent a
Zoo AquariumResponse
Totals
Increased58.7%
(27)
57.1%
(4)
58.5%
(31)
Decreased19.6%
(9)
42.9%
(3)
22.6%
(12)
Stayed the same21.7%
(10)
0.0%
(0)
18.9%
(10)
answered question 46 7 53
skipped question 3
19 of 28
22. What is you total institutional annual budget?
Do you represent a
Zoo AquariumResponse
Totals
<$250,0002.2%
(1)
0.0%
(0)
1.9%
(1)
$250,000 - $500,0002.2%
(1)
0.0%
(0)
1.9%
(1)
$500,001 - $1,000,0004.3%
(2)
0.0%
(0)
3.8%
(2)
$1,000,001 - $2,000,0006.5%
(3)
0.0%
(0)
5.7%
(3)
$2,000,001 - $5,000,00015.2%
(7)
0.0%
(0)
13.2%
(7)
$5,000,001 to $10,000,00021.7%
(10)
28.6%
(2)
22.6%
(12)
$10,000,001 to $20,000,0008.7%
(4)
0.0%
(0)
7.5%
(4)
$20,000,001 to $35,000,0008.7%
(4)
14.3%
(1)
9.4%
(5)
>$35,000,0004.3%
(2)
14.3%
(1)
5.7%
(3)
Don't Know13.0%
(6)
14.3%
(1)
13.2%
(7)
answered question 46 7 53
skipped question 3
20 of 28
23. What is your total annual membership revenue budget?
Do you represent a
Zoo AquariumResponse
Totals
<$250,00020.8%
(10)
0.0%
(0)
17.9%
(10)
$250,000 - $500,0000.0%
(0)
12.5%
(1)
1.8%
(1)
$500,001 - $1,000,00012.5%
(6)25.0%
(2)
14.3%
(8)
$1,000,001 - $2,000,00031.3%
(15)
12.5%
(1)28.6%
(16)
$2,000,001 - $4,000,00016.7%
(8)
12.5%
(1)
16.1%
(9)
more than $4 million12.5%
(6)25.0%
(2)
14.3%
(8)
Don't Know6.3%
(3)
12.5%
(1)
7.1%
(4)
answered question 48 8 56
skipped question 0
21 of 28
24. What is your total annual membership expenditure budget?
Do you represent a
Zoo AquariumResponse
Totals
<$250,00058.1%
(25)
57.1%
(4)
58.0%
(29)
$250,000 - $500,00014.0%
(6)
28.6%
(2)
16.0%
(8)
$500,001 - $1,000,00016.3%
(7)
0.0%
(0)
14.0%
(7)
$1,000,001 - $2,000,0007.0%
(3)
14.3%
(1)
8.0%
(4)
$2,000,001 - $4,000,0004.7%
(2)
0.0%
(0)
4.0%
(2)
more than $4 million0.0%
(0)
0.0%
(0)
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
Zoo AquariumResponse
Totals
Yes39.1%
(18)57.1%
(4)
41.5%
(22)
No60.9%
(28)
42.9%
(3)58.5%
(31)
answered question 46 7 53
skipped question 3
22 of 28
26. If so, do they help drive membership?
Do you represent a
Zoo AquariumResponse
Totals
Yes25.0%
(11)42.9%
(3)
27.5%
(14)
No13.6%
(6)
14.3%
(1)
13.7%
(7)
n/a61.4%
(27)
42.9%
(3)
58.8%
(30)
answered question 44 7 51
skipped question 5
23 of 28
27. What is the average number of visits by each Member(ship) per year?
Do you represent a
Zoo AquariumResponse
Totals
00.0%
(0)
0.0%
(0)
0.0%
(0)
10.0%
(0)
0.0%
(0)
0.0%
(0)
28.7%
(4)71.4%
(5)
17.0%
(9)
321.7%
(10)
14.3%
(1)
20.8%
(11)
48.7%
(4)
0.0%
(0)
7.5%
(4)
5 or more6.5%
(3)
0.0%
(0)
5.7%
(3)
Unable to calculate54.3%
(25)
14.3%
(1)49.1%
(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
Zoo AquariumResponse
Totals
Yes80.4%
(37)
100.0%
(7)
83.0%
(44)
No19.6%
(9)
0.0%
(0)
17.0%
(9)
answered question 46 7 53
skipped question 3
24 of 28
29. If so, do you...
Do you represent a
Zoo AquariumResponse
Totals
offer to members for free7.1%
(3)
14.3%
(1)
8.2%
(4)
discount cost to Members54.8%
(23)
71.4%
(5)
57.1%
(28)
charge members full price23.8%
(10)
14.3%
(1)
22.4%
(11)
n/a14.3%
(6)
0.0%
(0)
12.2%
(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
Zoo AquariumResponse
Totals
041.3%
(19)
0.0%
(0)35.8%
(19)
126.1%
(12)28.6%
(2)
26.4%
(14)
28.7%
(4)28.6%
(2)
11.3%
(6)
36.5%
(3)
14.3%
(1)
7.5%
(4)
4 or more17.4%
(8)28.6%
(2)
18.9%
(10)
answered question 46 7 53
skipped question 3
25 of 28
31. How do you perform these lapsed recapture campaigns? (check all that apply)
Do you represent a
Zoo AquariumResponse
Totals
Direct Mail72.4%
(21)
57.1%
(4)69.4%
(25)
Telemarketing13.8%
(4)
28.6%
(2)
16.7%
(6)
eMail44.8%
(13)71.4%
(5)
50.0%
(18)
Other10.3%
(3)
0.0%
(0)
8.3%
(3)
answered question 29 7 36
skipped question 20
26 of 28
32. What is the distribution of ALL membership transactions by the following means of responding:
Do you represent a
Zoo AquariumResponse
Totals
% from mail30 replies
(76.9%)6 replies
(85.7%)
78.3%
(36)
% from phone27 replies
(69.2%)6 replies
(85.7%)
71.7%
(33)
% from website30 replies
(76.9%)6 replies
(85.7%)
78.3%
(36)
% in person31 replies
(79.5%)
6 replies
(85.7%)
80.4%
(37)
% other (please specify)12 replies
(30.8%)
2 replies
(28.6%)
30.4%
(14)
Don’t know or cannot calculate9 replies
(23.1%)
2 replies
(28.6%)
23.9%
(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
Zoo AquariumResponse
Totals
Last year34.1%
(14)83.3%
(5)
40.4%
(19)
This year36.6%
(15)
50.0%
(3)
38.3%
(18)
Next year53.7%
(22)
33.3%
(2)51.1%
(24)
answered question 41 6 47
skipped question 9
27 of 28
34. If so, what is the amount of the increase?
Do you represent a
Zoo AquariumResponse
Totals
up to $548.9%
(22)
0.0%
(0)42.3%
(22)
$5.01 - $1022.2%
(10)
14.3%
(1)
21.2%
(11)
$10.01 - $1515.6%
(7)
14.3%
(1)
15.4%
(8)
more than $154.4%
(2)57.1%
(4)
11.5%
(6)
n/a8.9%
(4)
14.3%
(1)
9.6%
(5)
answered question 45 7 52
skipped question 4
35. What was the reaction of members to the increase?
Do you represent a
Zoo AquariumResponse
Totals
Fine, no problems38.6%
(17)
42.9%
(3)
39.2%
(20)
Bad, members complained2.3%
(1)
14.3%
(1)
3.9%
(2)
No reaction, well received or no one noticed22.7%
(10)
28.6%
(2)
23.5%
(12)
n/a36.4%
(16)
14.3%
(1)
33.3%
(17)
answered question 44 7 51
skipped question 5
28 of 28
36. What is the reporting relationship of the Membership Department at your Zoo or Aquarium?
Do you represent a
Zoo AquariumResponse
Totals
Part of Development or Advancement38.3%
(18)
71.4%
(5)
42.6%
(23)
Part of Marketing31.9%
(15)
14.3%
(1)
29.6%
(16)
Free standing department17.0%
(8)
14.3%
(1)
16.7%
(9)
Part of Finance2.1%
(1)
0.0%
(0)
1.9%
(1)
Visitor Services10.6%
(5)
0.0%
(0)
9.3%
(5)
answered question 47 7 54
skipped question 2