AZA SAFE African Penguin Kickstarter Campaign

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2 AZA SAFE African Penguin Kickstarter Campaign BACKGROUND: SAFE African Penguin Nest Project The focus of the campaign is to raise funds or the development and placement of artificial nests for the African penguin i.e. Help give penguins a new home. African penguin nests have been destroyed because the guano (poop) used to build the nests was collected and used for fertilizer, now they don t have the right type of place to build their home. Some artificial nest have been used to varying degrees of success. Current designs can lead to predation and/or overheating.

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5 What is Kickstarter? An opportunity and a community. 12 million people have funded 118,000 projects raising $2.8 billion

6 What is Kickstarter? An opportunity and a community. $2.49B successful dollars raised = 36% success rate Most successful projects raise less than $10,000 Approx 3,500 projects have raised more than $100,000 78% of projects that raise 20% of their goal are successful Kickstarter will provide promotional support and guidance to projects they think are really special!

7 Reboot the Suit A chance for citizens of Earth to conserve, digitize, and display Neil Armstrong s spacesuit for explorers everywhere

8 v Rewards! Nerds! Celebrities!

9 Results! Original Goal: $500,000 Day 1: $150,000 from 2000 backers Day 2: $300,000 Day 5: $500,000 Day 29: $700,000 Day 30: $713,554 from 9341 backers

10 Challenges a partial list Most project ideas are like fitting square pegs into the round hole of Kickstarter. Can you work super well together on digital fundraising, communications, social media, rewards production, gift fulfillment, video production, and customer service for 120 consecutive days? Large gifts ($10k max) still make up a significant portion of revenue. Kickstarter drives a pretty big portion of revenue. Their support is critical.

11 Why You Do This Takeaways for the whole organization Fund your project! Engages and excites your existing supporters (at all levels) Reach new donors and members and audiences Kickstarter has a community of over 12M backers New backers can convert to donors Great opportunity to promote the brand/org/project and make them look cool Washington Post editorial called Smithsonian fundraising modern and forward-thinking.

12 AZA SAFE African Penguin Kickstarter Campaign Why is the African Penguin Nest Project a good fit with Kickstarter? Penguins are very popular with the public. The artificial nest project is a story that is compelling and easily understood. The project has tangible results in terms of numbers of nests that will be built, installed in the colonies, and monitored for their usage success. Would be identified as one of Kickstarter s featured campaigns. Working through members, the Kickstarter campaign can have unprecedented reach

13 AZA SAFE African Penguin Kickstarter Campaign Campaign targeted to launch April 25, 2017 (World Penguin Day) AZA members make a 30-day public outreach commitment to engage their audiences including membership, social media following, visitors Provide incentives for donors (optional) Receive zip code s of opt in donors

14 PARTICIPATING MEMBERS ABQ BioPark African Safari Wildlife Park Aquarium of the Pacific Arizona Center for Nature Conservation (Phoenix Zoo) Audubon Nature Institute Blank Park Zoo Brandywine Zoo Caldwell Zoo Children's Zoo at Celebration Square Cheyenne Mountain Zoo Como Park Zoo and Conservatory Cosley Zoo Dallas Zoo Dickerson Park Zoo Disney's Animal Kingdom, The Seas with Nemo & Friends, Animal Kingdom Lodge Elmwood Park Zoo Houston Zoo Jenkinson's Aquarium John Ball Zoo Lincoln Park Zoo Los Angeles Zoo Maryland Zoo Memphis Zoo Minnesota Zoo Monterey Bay Aquarium Mystic Aquarium Naples Zoo Nashville Zoo National Aviary NEW Zoo & Adventure Park Oregon Coast Aquarium Oregon Zoo Peoria Zoo Philadelphia Zoo Racine Zoo Riverbanks Zoo and Garden Saint Louis Zoo SeaWorld Shedd Aquarium Tennessee Aquarium The Ocean Project Tulsa Zoo Vancouver Aquarium Marine Science Centre WCS Zoos and Aquarium (Bronx, Central park, Queens, Prospect Park, NY Aquarium) Zoo Knoxville

15 COMBINED REACH* subscribers 2,014,343 Facebook fans 9,535,893 Twitter followers 796,205 Instagram followers 866,795 Estimated unique website visitors 4,439,959 Estimated on-site visitors during campaign 2,386,000 *For the members that have committed to sharing via each channel

16 INCENTIVES OFFERED Original penguin art Exclusive VIP experiences Penguin encounter tours Other animal encounter tours Event tickets Family Memberships Adoption packages Branded merchandise (clothing, etc.)