donation analysis

Daniel BurgheimLogan FerraraMatthew GriffithTaylor Pohlman

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?

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

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

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.

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.

Series1

85%

15%

Q10: To the best of your knowledge, the Cincinnati Zoo is:Base = 4,161 respondents.

Demographics and DonationsGENDER: 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..***

18-24 (Base=10)

25-34 (Base=127)

35-44 (Base=180)

45-54 (Base=164)

55-64 (Base=190)

65+ (Base=160)

18%13%

17%

25%

27%

28%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.

Monetary Donations Explained

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

9%

14%

20%

24%

29%

32%

36%

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.

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.

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

11% 13%14%

24%31%

43%

Donors

Seasoned Members are More Likely to Donate

* **

Unseasoned members

Seasoned members

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

5%

18%

41%

15%

7%

13%

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.

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.

Have you ever donated your time to help the

Cincinnati Zoo?

Donates Money6.0%

50.4%

94%

18%

*

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

6-10 visits

3-5 visits

11-20 visits

1-2 visits

21 or more visits

18%

20%

20%

23%

32%

82%

80%

80%

77%

68%

Non-Donors Donors

*

*

*

*

*Not rightTop line visiting- no connectionsurprisingly

Q: Why do you choose to donate to the Cincinnati Zoo? *Respondents were able to select all that applied.

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

7%

14%

51%

83%

84%

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 ChooseThe Cincinnati Zoo?

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 ChooseThe Cincinnati Zoo?

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

1%

8%

9%

11%

25%

62%

Open-Ended Analysis

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.

Future Growth Friends/Family Conservation Education/Research Other

31.9%29.7%

23.0%

10.6%

4.1%

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…

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.

education and research: verbatim

– support Zoo's research– Support Crew and its research– Educational value– Vitally important educational source.

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

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.

Membership fee is enough

Other

Not top of mind/Wants more information

Donate through taxes

Donate to other causes

46%

19%

15%

13%

7%

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.

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

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

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

executive summary

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.

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

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!

Appendix A: Survey Copy

Appendix A: Survey Copy

Appendix A: Survey Copy

Appendix A: Survey Copy

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

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-TEXTI think of my membership as a type of donation and I have other causes I support separatelyhave 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 itI vote for the zoo

I am a resident of the city so my taxes already go thereMy membership is my contributionconsider membership to show support of zooI feel like I support the zoo with my membershipI bought a membershipWould 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 membershipI feel my membership is support

I support the zoo by purchasing an annual family membershipNever askedI 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 eventsI feel like my membership is my supportI am Circle Keeper memberNever 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 memberNever really thought about itfeel that membership is supporting the zoofeel 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 reproachfulMy membership is my way of supportingno 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 exchangeI already support through taxesAnnual membership is all we can afford

i purchase the highest membership knowing i really only need the basicI feel that by buying a pass and expenses incurred with regular visits, I already support the zoo.Became a member this yearI consider memberships to be support

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 membershipsjust haven'tI 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 itthis 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 donatedOur 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 itI am a member and my taxes support itI support them by volunteering my timenever been askedmy membership is my donationmy 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 itI feel my volunteer time is my donationretired, 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 zooMy taxes support the zooI 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 itI already buy season passesI'm a college studentMembership is expensive

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-TEXTHave not thought about it until recently. I don't donate to anything.

I support the zoo with my membership and purchases inside the parkI feel that my membership is enough support

I try to support the zoo through events I attend and buying items when therepart of our property taxes go to the zooI feel my membership is a donation since I use it rarelyPaid for membershipDid participate in cellphone recycling programpay 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.TaxesHad not thought about itI 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 financiallyI have never been personally askedMembership 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 willNever 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 howI 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 guestsI view the membership as a donationI already support through membership, etc.never gave it much thoughtI consider my membership support enough i buy 4 families yearly passes each year for gifts

Not asked; feel like membership is donation enoughI haven't gotten around to do itno reason - just don't donate to most thingsPlan to just have not

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-TEXTAlready 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 thoseFrustration with the lack of parking

I always vote FOR levies supporting public funding for the zoomembershipI feel a membership is a form of a donationI feel my membership contributesI forgetjust have not done it, as relatively new memberNever thought about it.

normally just don't think about it, usually donate to children's hunger programsJust moved to Cincinnati areaIf I could financially I definelty wouldfeel 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 Memberhow do you submit a donation?I don't want to answerMy 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 yearI 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 dayDonate 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 donationjust haventBecoming a member is my contributionlimited income-retiredI view my membership as a donationnever considered itBeing 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 membershipunited way at work

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-TEXTI think that becoming a member IS helping to support the zoo.Donations through employer

Make in-kind donation of reduced-fee consulting help insteadi feel my membership at this time is enoughI think my membership is enoughSupport through a membership

my yearly membership and endorsing the levies are my ways of supporting the zoomembership is my supporti 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 donationsmake 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 membershipwill try in the future to donateI 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 moneymembership 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