Analysis of surveys given to both members and non-members regarding their demographics and interests in attending the zoo.

1. Greenville zoo survey analysis
Bud Sanson, Leandra Pitts and Ashley Strickland
Clemson University, Spring 2016

2. OVERVIEW – Greenville Zoo
 Project Champion - Amanda Osborne, Executive Director of Friends of the
Greenville Zoo.
 leads the fundraising and advocacy programs
 Project: to review their membership process and learn more about:
 motivations for joining the zoo
 purchasing and visitation habits
 benefit preferences
 familiarity with zoo conservation programs and their importance
 residential location
 Goal in using this information: to learn how they can improve retention, benefits
and member loyalty
 Zoo currently have 6,000 - 7,000 members but significantly high turnover
compared to similar institutions

3. BASIC INFORMATION ABOUT THE GREENVILLE ZOO
 Opened in 1960
 Admission Prices:
 Adult Price: $9.00
 Child Price: $5.75 (free under 2)
 Mission
 To serve the Greenville community by promoting an appreciation of nature
and wildlife while providing a unique opportunity to recreate and participate
in innovative programs for education and conservation.
 To serve as a model for conservation and conducts ongoing research to
enhance the world we live in.
 Dedicate to the welfare of the animals in their care and a continued
preservation of their natural habitats.
www.greenvillezoo.com

4. TYPES OF MEMBERSHIPS
 Individual – ($42) Annual admission for one adult. Plus four guest tickets.
 Grandparent – ($52) Annual admission for two named adults living at the same
address, and their grandchildren under the age of 18. Plus four guest tickets.
 Household – ($60) Annual admission for two named adults living at the same
address, and their children under age 18. Plus six guest tickets.
 Household PLUS – ($80) Annual admission for two named adults living at the same
address, their children OR grandchildren under the age of 18 and two guests any
time. Plus eight guest tickets.
 Friend’s Society – ($125) Annual admission for two named adults living at the
same address, their children OR grandchildren under the age of 18 and four
guests any time. Plus 10 guest tickets.
 Friend’s Patron – ($250) Same benefits as Friend’s Society plus “Meet the Keeper”
talk at a selected exhibit.

5. TYPES OF MEMBERSHIPS
• Friend’s Galley – ($500) Same benefits as Friend’s Society plus “Meet the Keeper”
talk at a selected exhibit and two tickets to Sippin’ Safari or “Brew in the Zoo.”
• Friend’s Benefactor – ($1,000) Same benefits as Friend’s Society plus one behind-
the-scenes tour for four, two tickets to Sippin’ Safari or Bew in the Zoo, ad
recognition on donor board located at the zoo and on the zoo website.
• Friend’s Conservationist – ($2,500) Same benefits as Friend’s Society plus one
behind-the-scenes tour for eight, four tickets to Sippin’ Safari or Brew in the Zoo,
25% discount on facility rental and recognition on the donor board located at the
zoo and on the zoo website.
• Circle of Friendship – ($5,000) Same benefits as Friend’s Society plus one behind-
the-scenes tour for 10, four tickets to Sippin’ Safari or Brew in the zoo, 50% discount
of facility rental and recognition on donor board located at the zoo and on the
zoo website.
• Add one – ($15) Add one named individual to your card. Valid only for entry to
the Greenville Zoo.

6. Process of surveying
 Agreement: Go to zoo in 3 visits to take
face-to-face survey of members and non-members
 Methods for survey
 On-line survey emailed to members
 Paper copies of each survey at site visits
 On-line survey via iPad for members and non-members at site visits
 Dates of sites visits
 03/28/16 Spring Break for Greenville, Anderson, & other counties
 04/02/16 Enrichment Day
 04/08/16 Member Appreciation Night

7. MEMBER SURVEY
1. Are you a member or non-member?
2. How long have you been a member?
3. Rank membership benefits from most important to least
important (with 1 being the most important and 11 being the
least important).
4. What zoo programs do you typically participate in?
5. How often do you visit the Greenville Zoo each year?
6. Do you visit the gift shop/concessions area during the visit?
7. What is your family size?
8. Which age bracket do you belong to?
9. What is your Household combined
income?
10. What is your zip code?
11. Anything else you
would like to share?

8. NON-MEMBER SURVEY
1. Are you a member or non-member?
2. What zoo programs do you typically participate in?
3. How often do you visit the Greenville Zoo each year?
4. Do you visit the gift shop/concessions area during the visit?
5. What is your favorite part of visiting the zoo?
6. Do you see any areas we can improve on at the zoo?
7. Are you familiar with any of the zoo’s conservation efforts?
8. Which age bracket do you belong to?
9. What is your family size?
10. What is your Household
Combined Income?
11. What is your zip code?

9. RESULTS
• 889 member surveys completed
• 443 non-member survey completed
• 1332 total surveys completed (*as of 4/17/16)
Types Member Survey Non-member Survey
Facebook post 705 responses 2 responses
Mobile Link 13 responses 5 responses
Web Link 0 responses 329 responses
Manual Entry 171 responses 107 responses

10. DEMOGRAPHIC INFORMATION (MEMBER)
50+
30 - 49
20 - 29
15 - 19
247
563
72
FAMILY
SIZE
JUST ME!
2
3
5+
>$100,000
$80,000 - $100,000
$50,000 - $80,000
$30,000 - $50,000
48
211
134
125
292
<$30,000
AGE BRACKET
COMBINED
HOUSEHOLD INCOME
1 YEAR
2 YEARS
3 – 5 YEARS
>5 YEARS
4
MEMBERSHIP
1 TIME
2 – 4 TIMES
5 – 10 TIMES
>10 TIMES
# YEARLY VISIT(S)
53.2%
VISIT CONCESSIONS/
GIFT SHOP
2

11. DEMOGRAPHIC INFORMATION (NON-MEMBER)
85%
VISIT 1-4X/YEAR
CONCESSIONS
75.4%
ARE OR ARE SOMEWHAT
FAMILIAR WITH ZOO’S
CONSERVATION EFFORTS
50+
30 - 49
20 - 29
15 - 19
148
228
60
7
FAMILY
SIZE
JUST ME!
2
3
4
5+
>$100,000
$80,000 - $100,000
$50,000 - $80,000
$30,000 - $50,000
53
109
64
79
91
<$30,000
AGE BRACKET
COMBINED
HOUSEHOLD INCOME

12. Participation/importance at the Zoo (Member)
Importance Membership Benefits Response Rate
1 Annual admission for multiple adults 83.1%
2 Annual admission for children 84.5%
3 Guest tickets 85.5%
4 Behind the scenes tour of zoo 74.9%
5
"Meet the Keeper" talk at a selected
exhibit 72.8%
6 Annual admission for grandchildren 75.8%
7 Tickets to "Sippin' Safari" 70.1%
8 Tickets to "Brew in the Zoo" 71.2%
9 25% discount on facility rental 76.4%
10 Recognition on zoo donor board 68.3%
11 Recognition on zoo website 72.7%
TOP THREE participation
programs
Annual Admission For Children
Special Events
Educational Programs

13. Anything else you would like to share (member)

14. Favorites of the Zoo (Non-member)
TOP THREE participation
programs
Annual Admission For Children
Special Events
Educational Programs

15. improvements (non-member)

16. Zip Codes
Simpsonville
(29681)
14%
Greenville
(29607)
12%
Greer (29651)
11%
Taylors (29687)
10%
Simpsonville
(29680)
10%
Greenville (29615)
9%
Greenville
(29609)
9%
Greenville (29642)
9%
Greenville
(29605)
8%
Greenville
(29650)
8%
Simpsonville
(29681)
14%
Greenville
(29615)
11%
Greenville
(29605)
11%
Greenville
(29609)
11%
Taylors (29687)
10%
Greenville
(29607)
10%
Greer (29650)
9%
Greer (29651)
8%
Easley (29642)
6%
Greenville
(29601)
5%
Simpsonville
(29680)
5%

17. SNAPSHOT OF YOUR TYPICAL MEMBER
Hi! I’m a friend of the Greenville Zoo!
I am a member of a family of four and I am
30 – 49 years old with an estimated
combined household income of over
$100,00 from Simpsonville, SC. We have
only had our membership one year, but we
typically go to the zoo more than ten times
a year and love it! More than half the time
we visit concessions and the gift shop
during our visit. My favorite parts of my
membership are Annual admission for
multiple adults, Annual admission for
children, and Guest tickets, respectively.
The programs I am most likely to participate
in are Annual Admission for children,
Special Events, and Education Programs.

18. SNAPSHOT OF YOUR TYPICAL non-MEMBER
Hi! I’m a visitor of the Greenville Zoo!
I am a member of a family of two and I am
30 – 49 years old with an estimated
combined household income of $50,000 -
$80,000 from Simpsonville, SC. We typically
go to the zoo less than 5 times a year but
love it! More than half the time we visit
concessions and the gift shop during our
visit. We are somewhat familiar with the
zoo’s conservation efforts. The programs I
am most likely to participate in are Annual
Admission for children, Special Events, and
Education Programs.
Overall, we love the zoo – especially the
giraffes and monkeys but would love to see
bathroom and parking improvements.

19. Takeaways
 More participation than expected
 Members were not familiar with some of the benefits
offered
 Members did not know some of the animals were no
longer at the zoo.
 Visitors enjoyed the zoo, but wished more animals were
there.
 CORE MOTIVATION: Animals (Giraffes & Monkeys) &
Annual Admission For Children

20. Our
recommendations
 Communication: Work to inform members and
non-members of animals leaving, reasons for
leaving, next steps for animals, etc.
 Example: Reasons Elephants left, Walter (giraffe)
being transferred, etc.
 Largest bottlenecks/headaches to focus on:
 Parking
 Restrooms/Water
 Increasing number of animals/animal
interactions
 Admission Line
 Improvements (without expansion/large
amounts of funding needed):
 Personal information about animals (name, age,
etc.)
 Pre-school programs in afternoon
 Increase advertising at the zoo for upcoming
events/news
 Possibly reducing number of membership
types