Case Study: Smithsonian National Zoo boosts panda conservation fundraising and awareness with Precision

Smithsonian National Zoo boosts panda fundraising with Precision’s $25M campaign

The Smithsonian National Zoo faced a significant challenge after its giant pandas were returned to China, resulting in a 20% decline in visitors. With a commitment to receive two new pandas, the zoo engaged Precision to announce their return. The goals were to launch a $25 million fundraising campaign for conservation, educate the public, and reinforce the zoo's role in panda diplomacy and breeding.

Precision implemented a comprehensive campaign that included a media blitz launched with an exclusive TODAY show segment, widespread national news coverage, and unique social and creative content. They created hype through experiential events in DC and even partnered with FedEx to feature the campaign on planes and trucks. This effort successfully raised awareness, and a $10 million donation was secured towards the fundraising goal. Precision's campaign generated massive public excitement, culminating in long lines of visitors for the pandas' public debut.

Smithsonian National Zoo