Case Study: East Coast Zoological Foundation’ Strategic Plan and Fundraising Expansion
The Client
The East Coast Zoological Foundation (ECZF) operates the award-winning Brevard Zoo. They had raised $60Mtowards a $100M fundraising goal to support a new Aquarium and Conservation Center.
The Need
Brevard Zoo needed to build upon its fundraising work toraise the remaining $40M, and review its strategic plan. Itneeded to grow a broader major donor base and expandon its lower tier smaller giving programs. They were alsotransitioning a long-standing team from a zoo-centricculture to one that would serve international customers atone of the busiest ports in the US, Cape Canaveral. They sought to capture their organizational culture and ensure all staff felt part of their community as they grew and gained international reach.
The Project
Sharity was engaged with its partner &Barr to build agreater presence in the region through outcomemessaging, community-based impact and a greater focuson the work of the ECZF and Indian River Lagoon. Thistargeted philanthropic communication shift was supportedwith media, print direct mail and in person and onlineengagement events. Sharity also recalibrated the Zoo’sstrategic planning. Over the course of the collaboration, it became apparent that the Zoo need a plan that could guide operations and be fully implemented as they prepared to rapidly scale.
The Result
The Zoo has reached into surrounding counties and developed a two-year marketing plan to support ongoing efforts. Strategies to increase earned revenue and socialmedia fundraising have been implemented. Sharityfacilitated sessions with the board and staff to developcultural values unique to the organization that supported aclear vision. The board is also working on developing new strategies to be successful supporting the new organizational structure and larger operational and fiscal plans.
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