2025 GIVING CAMPAIGN
Challenge:
The Buffalo Zoo’s Year-End campaign had traditionally relied on direct mail as its primary fundraising channel, which limited reach during an increasingly crowded giving season. Donors were being asked to support more causes across more platforms than ever before.
To remain competitive and inspire generosity at scale, the Zoo needed a stronger digital presence that could extend beyond mail and emotionally connect with supporters across email, social, and paid media.
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Goal:
Raise $300,000+ in Year-End donations within a two-month window by expanding beyond direct mail into a coordinated digital campaign.
Solution:
We created a cohesive set of emotionally driven video assets that told the Zoo’s story through conservation impact, donor voices, and its 150-year legacy. These assets were distributed across email, organic social, and paid Meta ads, with creative adjusted over time to sustain attention and momentum throughout the campaign.
Results:
raised in 2 months
Surpassing the $300,000 goal and more than doubling the previous year’s $150,000 result.
This marked the Zoo’s most successful Year-End Campaign to date, demonstrating the impact of a multi-channel, story-led fundraising approach.
2025 CAPITAL CAMPAIGN
PHASE I
Challenge:
The Buffalo Zoo needed to secure significant funding for major upcoming capital projects, including habitat renovations, expanded exhibits, and new guest experiences designed to elevate the visitor journey.
Although they had a loyal base of supporters, their existing outreach materials lacked the cinematic storytelling power and emotional weight necessary to inspire donors to take swift and decisive action.
They required a compelling approach that could communicate the urgency of their needs, clearly illustrate the scale of the planned transformations, and forge a deeper emotional connection with potential supporters to drive immediate engagement.
Goal:
Generate interest and develop relationships with high level donors that can help shape and fund the capital campaign.
Solution:
We created a Donor Persuasion Video, tailored based on donor's interests, the zoo's objectives, and emotional impact. This video was created to be embedded in personal emails sent to the most influential potential donors in Buffalo and it's surrounding areas.
Results:
High-Level Donor Campaign
50+
Emails Sent
27
Unique Plays
26
Responses
Viewer Response Rate up to
PHASE II
Challenge:
The Buffalo Zoo was preparing for its annual Gala, a critical fundraising event supporting upcoming capital projects, habitat renovations, and ongoing conservation work. With it also being their 150th year celebration, and so much riding on the night’s success, the Zoo needed a way to deeply connect with attendees and inspire generosity on a larger scale.
Their existing outreach materials were effective but lacked the immersive, emotional impact required to captivate donors in a live setting. The challenge was to create something bold and unforgettable - a centerpiece experience that could communicate the Zoo’s vision, celebrate its mission, and move supporters to take action.
Goal:
Create a powerful centerpiece for the Gala that would inspire donors, elevate the Zoo’s mission, and strengthen emotional connection with supporters.
Solution:
We created the Gala Cinematic, designed to captivate, inspire, and immerse the audience from the very first frame. Through carefully crafted storytelling, stunning visuals, and intentional pacing, the film celebrated the Zoo’s history, showcased its commitment to conservation, and unveiled its vision for growth and transformation.
Results:
450+ Attendees' attention was completely focused on the film, allowing the Zoo team to segue immediately into announcements and live auctions. Community hype was at an all time high after the film premiered.
raised at the Gala
The Gala Cinematic Film now lives on the Buffalo Zoo’s website, strategically placed directly above a contact form for potential donors. This positioning transforms the film into more than just an event highlight, it’s now a central tool for the ongoing capital campaign.
By leading with an emotionally driven, cinematic experience, visitors are immediately immersed in the Zoo’s mission and vision before being invited to take action. This seamless flow from inspiration to participation makes the video an effective driver for building anticipation, encouraging early donor engagement, and sustaining momentum long after the Gala premiere.
