Going Contactless: How ZSL London Zoo Transformed On-Site Donations

ZSL (Zoological Society of London) is a science-driven conservation charity, working to restore wildlife in the UK and around the world. Founded in 1826, the charity operates London Zoo and Whipsnade Zoo, using its science, conservation, and animal care expertise to inspire and engage millions of visitors annually.

Background

The Covid-19 pandemic of 2020 forced ZSL to launch an emergency appeal after the closure of both London and Whipsnade Zoos, resulting in millions of pounds of lost income. At the same time, ZSL had noticed a decline in cash donations as visitors began carrying less cash. To address this, they sought an alternative way for visitors to support the animals and ZSL’s wider conservation efforts. The reopening of the zoos after the national lockdown provided the perfect opportunity to introduce new cashless giving methods.

Solution

After reviewing the contactless collection device market, ZSL opted to install seven fixed CollecTin More donation units, with SumUp card readers installed. There are four units in London Zoo and three in Whipsnade Zoo, situated in sheltered areas near the animal exhibits for lions, tigers, penguins, gorillas, giraffes, elephants, and butterflies. ZSL wanted to position the donation points close to some of its most popular animal exhibits, allowing visitors to support specific species, such as penguins or elephants, if they felt a strong connection to these animals. Each unit utilises the CollecTin static wall mount so the donation points can be permanently positioned in these areas without requiring staff or volunteer supervision.
With so much to see on a day out at the Zoo, and with many visitors being family groups, it was important to provide quick and easy-to-use donation options. This ensured that visitors could support the charity without taking time away from their family experience. 

Give A Little Software

The CollecTin More units are installed with Give A Little fundraising software, which allows ZSL to create engaging campaigns. This was particularly appealing to ZSL as they were keen to tailor the campaign on each CollecTin to the animals nearby. For example, the donation kiosk at London Zoo’s Penguin Beach features a penguin-themed campaign, displaying images of the penguins on the donation screen. Visitors are prompted with a £5, £10 or £15 donation options to cover the cost of caring for the penguins and carrying out conservation work to protect penguins in the wild.

Results

ZSL observed that the donation points raising the most money were located in areas with the longest visitor dwell time. The giraffe and tiger donation points, for example, are particularly popular as they are positioned in warm, indoor areas where visitors can clearly see and connect with these animals. The ability to display different campaigns for each exhibit area has also allowed ZSL to track which species receive the most donor support, providing valuable insights to inform future fundraising strategies.

Donors responded positively to the new cashless technology and the flexibility of the Give A Little software has been especially valuable to ZSL. It allows them to A/B test ‘donation asks’ and quickly switch between campaigns. The online dashboard also provides real-time insights into campaign performance, helping ZSL to adjust and optimise their fundraising efforts.

Hannah Eaton, Fundraising and Marketing Manager for ZSL says she would recommend CollecTin to other charities who are considering introducing cashless donation points, and had this advice: “I’d recommend offering supporters a range of donation options to discover what resonates most. We have used the CollecTin campaign feature to create different donation options linked to seven different species. This approach has helped us understand donor preferences and will shape future fundraising plans.”         

All CollecTin units are modular, allowing for easy upgrades and replacements to ensure long-term performance. Since the initial installation, ZSL has upgraded the tablets within the units to enhance functionality and future-proof the system, ensuring smooth operation and extending the lifespan of the units.  

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