The Biggest Missed Opportunity in Zoo & Wildlife Communications
Zoos and wildlife organizations are masters of experience.
They design immersive exhibits.
They plan beautiful events.
They create educational programs that inspire wonder and empathy for wildlife.
On-site, the experience is carefully crafted, down to the smallest detail.
Visitors leave excited, members feel proud to belong, and donors feel good about supporting conservation.
But here’s something I’ve been noticing, as a zoo member, conservation advocate, and email marketer:
For many organizations, that’s where the relationship ends.
The Gap Every Zoo Communications Team Should Be Talking About
There is often a quiet disconnect between two things:
The incredible experience you can create on-site.
The communications experience you create afterward.
Too often, the second part barely exists, if at all.
Consider the examples below:
Think about a family who spends a joyful day at the zoo, feeling connected to the animals, conservation, and each other… but they receive no follow-up at all.
→ Now imagine they get a post-visit email thanking them for coming to visit and encouraging them to visit again soon. As a bonus, include a coloring page for the kids… now you’ve got a very different experience for this family.
A first-time donor gives because your mission moved them… and they receive a generic receipt instead of a meaningful (and personalized) thank you.
→ Now imagine they receive an email that addresses them by their name and says “Thank you” and includes a link to your website that shows them what their dollars will actually do for your organization… that donor now feels valued and good about their donation.
A new member signs up, excited to be a part of something bigger… and then gets dropped into the same mass email list as everyone else.
→ Now imagine you have a pre-written email welcome sequence that is triggered when they are added to the system. The emails welcome this person into your organization’s mission and addresses them by name… this new member feels seen and valued and could become a donor some day.
A volunteer gives up their time and energy… and then hears nothing until the next crowded newsletter blast.
→ Now imagine you send them an email thanking them for their time and telling them how much you value their time and their help in sharing your mission… now they feel like they are a part of your team and will look forward to the next opportunity to be a part of your organization’s mission.
Notice the difference?
These aren’t small details.
They are defining moments in a relationship.
Experience Without Follow-Up Is a Huge Missed Opportunity
Your organization invests enormous resources into creating moments of connection with wildlife and conservation.
But without thoughtful follow-up, those moments fade faster than they could.
Post-visit communications, like welcome sequences and targeted relationship-building emails, are not just “nice to have”, they are the bridge between:
One-time visitors and members
One-time donors and repeat giving
One-time interaction with your organization and true advocacy
When that bridge is missing, even the best on-site experiences struggle to turn into lasting engagement.
The Question Every Zoo Communications Leader Should Be Asking
Right now, imagine someone who just had their first interaction with your organization.
Maybe they:
Visited your zoo for the first time
Signed up for your newsletter
Made a small donation
Attended an event
Now, ask yourself honestly: “What happens next for them?”
If the answer is “not much,” you’ve just uncovered one of the most powerful opportunities in your entire communications strategy.
Because the real work of engagement doesn’t end when the guest leaves. That’s when it should begin.
