BIAZA Public Access

Asian Elephant Survival – The Elective £1

Using a truly innovative and disarmingly simple idea, Chester Zoo has raised nearly £500,000 over 18 months for its £1.5m Asian elephant appeal – to extend and improve their facility at the Zoo at the same time as raising awareness of the plight of this very endangered species.
In March 2003, it introduced the “Elective £1”, a voluntary donation of £1 which visitors are invited to make at the same time they purchase their admission ticket


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Targeting their established market of 1.1 million visitors a year, the scheme couldn’t be simpler to administer, using existing reception staff, and it’s also very cost effective. Each donation is rewarded with a car sticker (which further promotes the Appeal) costing 10p to produce, thus generating 90% profit on all donations.

Easy to operate, cost effective and very successful, the Elective £1 successfully achieves its dual aims of generating income and raising awareness of the plight of the Asian elephant with every visitor.

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