Asian Elephant Survival
Asian Elephant Survival – The Elective £1 from Chester Zoo - North of England Zoological Society
Using a truly innovative and disarmingly simple idea, Chester Zoo has raised nearly £500,000 over 18 months for its £1.5m Asian elephant appeal to extend and improve their facility at the Zoo at the same time as raising awareness of the plight of this very endangered species.
In March 2003, it introduced the “Elective £1”, a voluntary donation of £1 which visitors are invited to make at the same time they purchase their admission ticket.
Targeting their established market of 1.1 million visitors a year, the scheme couldn’t be simpler to administer, using existing reception staff, and it’s also very cost effective. Each donation is rewarded with a car sticker (which further promotes the Appeal) costing 10p to produce, thus generating 90% profit on all donations..
Easy to operate, cost effective and very successful, the Elective £1 successfully achieves its dual aims of generating income and raising awareness of the plight of the Asian elephant with every visitor.
Developed by: Chester Zoo - North of England Zoological Society