2. research objectives
• To analyze profiles of current members
and visitors
– demographics, psychographics, and
behavior.
• To identify the causes, motivations, and
barriers to donate to the zoo
– including testing whether "non-profit
status" is a barrier.
• To determine visitors' process of visiting
the zoo.
– Who initiates the process?
– How far in advance is it initiated?
3. background
• Qualitative Research
– Online Survey
• Open Ended Questions
– Other ways for making a monetary donation
– Other reasons to donate or to not donate
– Suggestions/comments
• Quantitative Research
– Online Survey
• Multiple-choice questions consisting of:
– Demographics
– Attitudes
– Reasons for donating or not donating
– Ways monetary donations are made
– Non-profit or for-profit awareness
– Frequency of Visits
– Impacts of the zoo
– Reasons for visiting
4. methodology
• Data Collection Method
– Online survey fielded from 11/13-11/18
– Approximately 5-7 minutes to complete
• Sampling Frame
– Client supplied sample of 58,085 email addresses
• members and visitors
• Key metrics
– Nonprofit awareness
– Reasons for donating/not donating
– Which way they are donating
– Visitation process
• Response Rate
– 16,413 unique opens/4,074 respondents = 28.26%
• No incentives provided
5. secondary findings
• In 2011, donating to environmental/conservation and animal related causes
increased 4.6% from 2010
• In 2012, environmental and animal causes only received 6.8% of its total
donations online
• According to Social Exchange Theory, donors will often be motivated to give
because they believe that benefits will be accumulated to them as a result of
their gift.
– These benefits can be categorized as “demonstrable, emotional, and familial.”
– Donors will choose which organization to support based on whether they have benefitted
from that organization in the past.
6. Awareness of Non-Profit Status is Not a
Barrier to Donation
85% believe that the Cincinnati Zoo is a non-profit organization.
Only 15% believe that the Cincinnati Zoo is a for-profit organization.
Therefore, awareness of non-profit status is not a barrier to donation.
85%
15%
Q10: To the best of your knowledge, the Cincinnati Zoo is:
Base = 4,161 respondents.
7. Demographics and Donations
GENDER: MALES (Base = 241) are more likely to donate monetarily than females.**
MARITAL STATUS: MARRIED PEOPLE (Base = 596) are least likely to donate
monetarily.**
INCOME: Those with INCOME GREATER THAN 150K (Base = 105) are significantly more
likely to donate monetarily.**
EDUCATION: Those with PROFESSIONAL DEGREES (Base = 77) are much more likely to
make monetary donations.*
AGE: AGES 45-65+ are increasingly more likely to donate.**
CINCINNATI: Those LIVING OUTSIDE (Base = 263 ) the metropolitan area are just as likely
to donate as those LIVING WITHIN (Base =568 ) the metropolitan area..***
18% 13%
17%
25%
27%
28%
18-24
(Base=10)
25-34
(Base=127)
35-44
(Base=180)
45-54
(Base=164)
55-64
(Base=190)
65+
(Base=160)
Donating
Q8: Other than paying for a membership or buying tickets to the zoo, have you ever made a monetary donation? With Q17-22: Gender, Marital Status, Income, Education,
Age, and Metro Area. (*) indicates a significant difference at 95% confidence. (**) indicates a significant difference at 99% confidence. (***) indicates a directional finding.
8. Monetary Donations
Explained
9%
14%
20%
24%
29%
32%
36%
Member of Zoo's donor group (Andrew Erkenbrecher
Society or Keeper Circle)
Donated online
Other
Donated $1 at admissions window
Adopted an animal
Participated in zoo fundraiser such as Zootini, Zoofari,
Wild about Wine, Zoo Brew, or Zoo La La
Donated at giftshop
Q11: Which way(s) have you made a monetary donation to the Cincinnati Zoo?
*Respondents were able to select all that applied.
Donations are made primarily at the gift shop or through participation in a zoo
fundraiser (Zootini, Zoofari, Wild about Wine, Zoo Brew or Zoo La La.) Donating
online was one of the least popular ways.
9. The majority of members have been members for 2-5 years.
The longer that someone is a member, the more likely they are to make a monetary
donation.
CROSSTABS: Q2: How long have you been a member of the Cincinnati Zoo?
Q8: Other than paying for a membership or buying tickets to the zoo, have you ever made a
monetary donation to the Cincinnati Zoo?
(Base Sizes to Q8: Less than 6 months n=21, Between 6 months and a year n= 90, Between 2-5
years n=216, Between 5-8 years n=137, Between 9-12 years n=74, More than 12 years n=214)
An asterisk (*) represents a significant difference between unseasoned and seasoned
members at 99% confidence.
11% 13%
14%
24%
31%
43%
Less than 6
months
Between 6
months
and 1 year
Between 2-
5 years
Between 5-
8 years
Between 9-
12 years
More than
12 years
Donors
Seasoned Members are
More Likely to Donate
* *
*
Unseasoned members
Seasoned members
5%
18%
41%
15%
7%
13%
Less than 6
months
Between 6
months-1
year
Between 2-
5 years
Between 5-
8 years
Between 9-
12 years
More than
12 years
Q2: How long have you been a member of the Cincinnati Zoo?
Base sizes:
Less than 6 months: n = 204; Between 6 months-1 year: n = 712; Between
2-5 years: n = 1598; Between 5-8 years: n = 576; Between 9-12 years: n =
254; More than 12 years: n = 519.
10. Donating Time,
Donating Money
CROSSTABS: Q20: Other than paying for a membership or buying tickets to the zoo, have you ever made a monetary donation?
Q19: Have you ever volunteered your time to help the Cincinnati Zoo? An asterisk (*) indicates a significant difference at 99% confidence.
Only 6% volunteer their time. Of that 6%, 50.4% also donate money. Of the 94% who don’t
donate time, only 18% also donate money. Those who are willing to donate time to help the zoo
are significantly more likely to also donate money.
6%
50.4%
94%
18%
Have you ever donated
your time to help the
Cincinnati Zoo?
Donates Money
*
11. Members classified as non-donors are visiting the zoo significantly
more often than members classified as donors.
CROSSTABS:
Q2: How long have you been a member of the Cincinnati Zoo?
Q8: Other than paying for a membership or buying tickets to the zoo, have you ever made a monetary donation to the Cincinnati Zoo?
(Base Sizes are as follows for those who answered Yes to Q2: Less than 6 months n=21, Between 6 months and a year n= 90, Between 2-5 years n=216, Between 5-8 years
n=137, Between 9-12 years n=74, More than 12 years n=214)
An asterisk (*) represents a significant difference between non-donors and donors at 99% confidence.
Non-Donor Members
Visit More Often
18%
20%
20%
23%
32%
82%
80%
80%
77%
68%
6-10 visits
3-5 visits
11-20 visits
1-2 visits
21 or more visits
Non-Donors Donors
*
*
*
*
*
Not right
Top line visiting- no connection
surprisingly
12. Q: Why do you choose to donate to the Cincinnati Zoo?
*Respondents were able to select all that applied.
7%
14%
51%
83%
84%
Other
Desire to do more for the zoo beyond a membership
Desire for a more exclusive membership with access to
the animals and keepers
The zoo is a valuable communtiy resource
Love of the animals and the zoo
The top two reasons people choose to donate include having a love of the animals and the zoo, as well as a belief that the
zoo is a valuable community resource. 51% desire a more exclusive membership.
Why Choose
The Cincinnati Zoo?
13. Q: Why do you choose to donate to the Cincinnati Zoo?
*Respondents were able to select all that applied.
Not being in the financial position to donate right now is the top reason for not donating. Supporting other causes ranked
second.
Why NOT Choose
The Cincinnati Zoo?
1%
8%
9%
11%
25%
62%
I'm not happy with the direction the zoo
is headed.
I did not know I could support the zoo
with a donation.
Other
Feel the zoo is already well funded
I have other causes I prefer to support.
Not in the financial position to donate
right now
15. Other Reasons for Donating:
Open-Ended Response Themes
Q12: Why do you choose to donate to the Cincinnati Zoo? Open-ended responses came from “Other” answer choice.
Total respondents to “Other”: Base = 56; Actual “text” responses: Base = 49. Base size is reduced due to non-response.
Future growth and friends/family are the two primary “other” reasons for donating.
31.9%
29.7%
23.0%
10.6%
4.1%
Future Growth Friends/Family Conservation Education/Research Other
16. friends and family: verbatim
– Our daughter is a zookeeper at another zoo
– Gift to family member who love the zoo too
– grandchildren visit
– in memory of zoo volunteer
– remembering relatives contribution to zoo founding
– request of deceased family
– Shows my children to do good deeds as well…
17. conservation of endangered animals/plants:
verbatim
– animal conservation
– Preserve endangered species
– Preserve the animals for future generations to see and
love
– Botanical gardens
– At one time. When I was younger I had hoped to be a
marine biologist or zookeeper I still have the greatest
passion and love for animals, our environment and all it
entails.
18. education and research: verbatim
– support Zoo's research
– Support Crew and its research
– Educational value
– Vitally important educational source.
19. zoo’s future growth: verbatim
– Improving my neighborhood (I live near the Zoo)
– wanted to help the Africa exhibit
– Reward excellence
– Zoo leadership/staff/ great Cincinnati resource!
– don't want to see the zoo stop progressing
– It is one of the best zoos in the country.
– The county tax level is too low and the zoo can use the
money
– Assist with zoo's reach beyond Cincinnati
20. Other Reasons for Not Donating:
Open-Ended Response Themes
Q12: Why do you choose to donate to the Cincinnati Zoo?
Open-ended responses came from “Other” answer choice.
Total responses to open-end: Base = 266; total responses used in sampling: Base = 240; Actual “text” responses:: Base = 232; Bi-themed respondents: n = 9; “Membership
fee is enough:” n = 112; “Other:” n = 46; “Not top of mind/Wants more information:” n = 37; “Donate through taxes:” n=30, “Donate to other causes:” n=16.
Non-donors to the zoo primarily believe that their membership fee is enough of a donation.
46%
19%
15%
13%
7%
Membership fee is enough
Other
Not top of mind/Wants more
information
Donate through taxes
Donate to other causes
21. membership fee is enough: verbatim
– I think of my membership as a type of donation
– I think that becoming a member IS helping to support the
zoo
– I buy the highest end membership already and barely use
it, so I feel like I am already donating!!!
– I feel the membership, and purchasing, rides, foods, and
merchandise is enough.
22. taxes: verbatim
– Already taxed for it
– Pay taxes for zoo
– As a city of Cincinnati resident, I vote for the tax levy to
support the Zoo each time it is up for renewal
– My taxes support the zoo
– I pay property taxes supporting the zoo
23. not top of mind/wants more information:
verbatim
– How do you submit a donation?
– I never really thought of it…I don’t recall seeing donation
boxes in the zoo.
– will try in the future to donate
– I just didn’t think about it
– Never asked
24. donate to other causes: verbatim
– I give to other animal and environmental causes, although
I think the Zoo is a very worthwhile cause
– …We donate to several other causes just haven’t focused
on the zoo or it’s value to the community
– So many other charities are mailing me
– Donations through employer
25. executive summary
85%
15%
Non-profit status
awareness is NOT a
barrier to
donation…but these
are…
“I think of my membership as a type of donation”
“My taxes support the zoo”
“How do you submit a donation?
“So many other charities are mailing me”
Topline Findings
Donating online is the 2nd least popular way to donate.Males are more likely to donate than females.
Married people are less likely
to donate than singles.
7%
14%
51%
83%
84%
Other
Desire to do more for the zoo beyond a membership
Desire for a more exclusive membership with access to
the animals and keepers
The zoo is a valuable commun y resource
Love of the animals and the zoo
Reasons for Donating…
62%
51% desire a more exclusive membership
and not Donating.
Not in the financial position to
donate
• the key reason for not
donating
26. Recommendations
• Overcome barriers to donation
• Start with those who believe membership fee and
taxes paid are enough
• Increase awareness of positives of the zoo
• make them want to help by donating
• Then, educate on how to donate
• Increase awareness of donating online
• Engage “unseasoned” members sooner rather than later
• Engaged members (i.e. those who volunteer time) are
more likely to donate their money
• Reach those who desire a more exclusive membership
• The opportunity is there!
31. Appendix B: Open-End
Verbatims for Donating
Improving my neighborhood (I live near the Zoo)
wanted to help the Africa exhibit
Son chose it as birthday gift
Our daughter is a zookeeper at another zoo
Reward excellence
Zoo leadership/staff/ great Cincinnati resourse!
sup[port Zoo's research
Take red panda home with me!
memorial gift
Gift to family member who love the zoo too
grandchildren visit
animal conservation
plnats and gardens
in memory of zoo volunteer
Just because any donation will help in some way
For my physical, mental and emotional health and that of my family.
Preserve endangered species
At one time. When I was younger I had hoped to be a marine biologist or
zookeeper I still have the greatest passion and love for animals, our environment
and all it entails
help endangered species
love time spent
don't want to see the zoo stop progressing
Educational value
love the people at the zoo and life wouldn't be complete without my animal friends.
Support Crew and its research
Regular Exercise
It is one of the best zoos in the country.
The county tax level is too low and the zoo can use the money
life lessons
Efforts or research made to help conservationist endangered animals
want to see it succeed
remembering relatives contribution to zoo founding
CREW
someone has to :)
Vitally important educational source.
it is a wonderful place and my grandchildren love it
to celebrate a loved one's life
Adoption was a present for someone.
I like to show the zoo to friends around the world who visit me. They are so impressed
that they often compare others to ours and our zoo is always the best.
Assist with zoo's reach beyond Cincinnati
Preserve the animals for future generations to see and love
Botanical gardens
request of deceased family
conservation
k
just because
preserve our wildlife
Shows my children to do good deeds as well. Donate cell phones etc
Why do you choose to donate to the Cincinnati Zoo? Check all that apply.-Other-TEXT
32. Appendix C: Open-End
Verbatims for Reasons for
NOT DonatingFrom the list below, please select reason (s) for not donating to the Cincinnati Zoo.-Other-TEXT
I think of my membership as a type of donation and I have other causes I support
separately
have membership
I usually buy a membership that I only use once as a form of support
I feel my membership fee and money spent during visits is sufficient support.
already taxed for it
I vote for the zoo
I am a resident of the city so my taxes already go there
My membership is my contribution
consider membership to show support of zoo
I feel like I support the zoo with my membership
I bought a membership
Would like to see the needs of the zoo
I buy the highest end membership already and barely use it, so I feel like I am already
donating!!!
My membership helps to support the zoo, and I have other causes I support.
I feel through membership and what I spend in the gift shop and restaurants, that I
already give enough money to the zoo.
I give to other animal and environmental causes, although I think the Zoo is a very
worthwhile cause
I do support other causes, but the zoo is just as important.
Now, that I think about it we have made donations to the zoo.
participate in zoo camp and classes in addition to membership
I feel my membership is support
I support the zoo by purchasing an annual family membership
Never asked
I live far away, and support my local zoo
I contribute through tax money and still pay the same amount for membership as
people from neighboring counties.
I spend a LOT of money at the zoo. The crazy inflated prices of the food should count
as a donation. :)
I feel that becoming a member is a donation inasmuch as we rarely attend due to lack
of parking availability on preferred attendance days.
donate buying merchandise at special events
I feel like my membership is my support
I am Circle Keeper member
Never thought of it
Pay a lot for membership and spend a good amount of money there...always very
crowded so hopefully money is being managed properly
Keepers Circle member
Never really thought about it
feel that membership is supporting the zoo
feel like buying a membership is donating.
I feel the membership, and purchasing, rides, foods, and merchandise is enough.
The past tactics the Zoo has employed for funding are reproachful
My membership is my way of supporting
no reason
We really haven't put much thought in to it. We do donate to several other causes just
haven't focused on the zoo or it's value to the community.
Pay taxes for zoo
With a few exceptions I want to get something for my money. E.g. I was happy to
arrange for the Girl Scouts to spend the night which translated into a several thousand
dollar "donation" but they got a unique experience in exchange
I already support through taxes
Annual membership is all we can afford
i purchase the highest membership knowing i really only need the basic
I feel that by buying a pass and expenses incurred with regular visits, I already support
the zoo.
Became a member this year
I consider memberships to be support
33. Appendix C: Open-End
Verbatims for Reasons for
NOT DonatingFrom the list below, please select reason (s) for not donating to the Cincinnati Zoo.-Other-TEXT
I feel my membership is a contribution; I usually don't go often
I feel like my membership is a contribution
We buy items in the gift shop which we see as extra donation.
Feel like I'm supporting the zoo by being a member, spending money while I'm there
and leveraging programs like zoo camp
My membership is already alot and i give gift memberships
just haven't
I donate to my local zoo
We hope to donate more as we age. Right now we are working ourselves out of debt.
We have a child with medical needs, which command much of our extra funds.
Just hadn't thought about doing it.
I live in TX. I donate locally.
feel membership fee covers it
this is poorly worded question
I feel like my membership is a good donation at this time.
some years we don't use our membership but we renew it regardless and think of that
as a contribution
so many other charities are mailing me
if attending events like Zootini count than I have donated
Our membership is a way to support
Have a membership. Spend money on concessions and gift shops regularly. My family
does our part.
just dont think about it
I am a member and my taxes support it
I support them by volunteering my time
never been asked
my membership is my donation
my tax dollars support the zoo
I support with my membership.
lazy
part of property taxes pay to fund Zoo, and pay membership dues. Seems like
enough.
Just don 't think of it
I feel my volunteer time is my donation
retired, limited income!
Have not really considered it
Love the zoo, but we don't visit often now that my son is a teenager
As a city of Cincinnati resident, I vote for the tax levy to support the Zoo each time it is
up for renewal. I have also become a member of the Zoo.
plan to buy a membership
I travel from Cleveland to go to the Cincinnati Zoo. Between those expenses and
saving for a trip to Africa, I do not have much to spare.
We purchased the most expensive membership, with the idea that we were providing
some additional support for the zoo.
I give a gift membership. This is as much as I feel I can do.
I feel like I support through my membership
Other donation commitments but would consider in future
Thought my membership supports the zoo
My taxes support the zoo
I pay taxes
The passes are a gift each year and I think that is where the donation opportunity is
presented.
I don't really use all my membership, so consider the level a donation.
I just never thought about it
I already buy season passes
I'm a college student
Membership is expensive
34. Appendix C: Open-End
Verbatims for Reasons for
NOT DonatingFrom the list below, please select reason (s) for not donating to the Cincinnati Zoo.-Other-TEXT
Have not thought about it until recently.
I don't donate to anything.
I support the zoo with my membership and purchases inside the park
I feel that my membership is enough support
I try to support the zoo through events I attend and buying items when there
part of our property taxes go to the zoo
I feel my membership is a donation since I use it rarely
Paid for membership
Did participate in cellphone recycling program
pay family fee
I buy membership every year and feel that I have church to donate also, so I cannot
buy membership and donate also. would love to as I really enjoy the zoo.
Taxes
Had not thought about it
I pay property taxes supporting the zoo.
I live in Canada
I feel like I support it through my membership and spending money at the zoo
I feel like a do donate by purchasing zoo pass with parking pass. We only go handful
of times.
I feel buying a membership & spending money there is supporting it financially
I have never been personally asked
Membership level is almost $200
I think the zoo needs to have a lot more room for all their animals, I cry when I see
the animals in such small cages and inclosures.
I join at the highest level and do not wish to donate any more than that
As a 70 y/o couple, we consider our membership our 'donation'.
I consider my gold level membership my donation. We have maintained it even in
years where we may have visited only once.
zoo is in my will
Never really thought about it
I support the Zoo by being a member even if we don't visit enough to recou
I feel I contribute by buying a membership and spending money during my visits.
Do not have the money.
retired
I feel I support the zoo by being a member and voting for the zoo levy.
I donate via my gold membership even though I don't visit often.
Don't know how
I consider my membership a donation of sorts...
Just haven't done it.
I never really thought of it. I just assumed membership and food/ souvenirs were
contributing. I don't recall seeing donation boxes in zoo. They should ask people
purchasing food and gifts if they would like to donate while checking out. Krogers does
this and a lot of people take advantage of it.
They didn't hold a fundraising event.
My visit to the zoo is not free. I feel I am already contributing by buying an annual pass.
Feel I donate by buying membership and taking guests
I view the membership as a donation
I already support through membership, etc.
never gave it much thought
I consider my membership support enough
i buy 4 families yearly passes each year for gifts
Not asked; feel like membership is donation enough
I haven't gotten around to do it
no reason - just don't donate to most things
Plan to just have not
35. Appendix C: Open-End
Verbatims for Reasons for
NOT DonatingFrom the list below, please select reason (s) for not donating to the Cincinnati Zoo.-Other-TEXT
Already support a couple of other charities
I purchase memberships for the families of several friends who could not otherwise
easily afford a membership and I consider that to be my donation.
I object to Maynard's comments about Cincinnati being strangled by Tea Party-types - I
am one of those
Frustration with the lack of parking
I always vote FOR levies supporting public funding for the zoo
membership
I feel a membership is a form of a donation
I feel my membership contributes
I forget
just have not done it, as relatively new member
Never thought about it.
normally just don't think about it, usually donate to children's hunger programs
Just moved to Cincinnati area
If I could financially I definelty would
feel we support with membership
The donation I could give ($25.00) doesn't seem like it would make an impact.
I feel like buying a membership is a way of donating.
Keeper Circle Member
how do you submit a donation?
I don't want to answer
My membership supports the zoo.
I hear reports about record attendance, which translates into extra funds. Also, I feel
like the zoo does not spend their money properly. Many of the animal enclosures
should be more accommodating. The new Puma exhibit, for example, is entirely too tiny
for such large animals. It is unsettling to already see them pacing back and forth
aimlessly in front of the window wall.
Consider membership donation since only go like 1-2 times per year
I always vote for zoo tax levy
I support thru taxes enough
Because we support the zoo via tax levies, membership and concessions, I don't feel
compelled to make any additional contributions.
We participate in fundrasing event (indirect donation)
Parking for members is non existent and was told to come back another day
Donate to SPCA and other orgs,...
since we only occasionally use our membership (we are retired and on disability we
feel our membership is partly a donation
just havent
Becoming a member is my contribution
limited income-retired
I view my membership as a donation
never considered it
Being a member is my form of donation
We try to do that through our membership.
I view my membership as my support for the Zoo
I pay for the zoo via a tax levy..that's my donation
Currently live 3 hours away from the zoo therefor ...
I buy a pass and parking but rarely use it. So indirectly I do donate.
I already support the zoo through property tax.
Not thought about it before
I have other causes, looking at "adopting" an animal next year
I feel like I support the zoo through my membership and in-zoo purchases.
purchase a membership from time to time to support the zoo
I support the zoo through my membership
united way at work
36. Appendix C: Open-End
Verbatims for Reasons for
NOT DonatingFrom the list below, please select reason (s) for not donating to the Cincinnati Zoo.-Other-TEXT
I think that becoming a member IS helping to support the zoo.
Donations through employer
Make in-kind donation of reduced-fee consulting help instead
i feel my membership at this time is enough
I think my membership is enough
Support through a membership
my yearly membership and endorsing the levies are my ways of supporting the zoo
membership is my support
i just didn't think about it .
my housing taxes help pay for the zoo, and my personal budget does not have room in
it for multiple charitable donations
make purchases almost every visit (food, shops, classes)
I pay for a membership and am insulted that I would be asked to donate money. Raise
your prices if you need funds.
support through membership
will try in the future to donate
I feel I am supporting the zoo with my membership.
I feel my membership is type a donation...and the Zoo is supported with a portion of my
taxes
multiple tax levies (including the zoo) and my membership is the most I can afford to
financially support the zoo.
no money
membership is donation
I feel like we support through our membership, camp attendance and other purchases.
Never really considered it before
I am not happy that the zoo insists on sending my membership renewal to my son. (He
is also listed on the membership.) I initiated the membership and pay for it. I pointed
this out the last time of my renewal that my name was listed first and therefore it
should be sent to me. But instead they changed the renewal to list his name first. If it
comes that way again I will not renew and I definitely will not be donating.t
I feel buying a membership is a form of support
with our family membership and purchases while at the zoo that's all I can do.
I vote for levy and I haven't been asked to donate
The zoo already gets my tax dollars.
Never been asked to donate
Felt like I supported them with my membership already
we have a membership
I thought membership was a donation?
I've never been asked.
I donate time
Need to fund grandchildren's college funds
we support the tax levy
Webut love the zoo but we give support to people in need.
We do the keeper level to support the zoo
supporting via membership and tax levy
Thane Maynard
