While the World Wildlife Fund's isn't about to forsake its panda mascot, another member of the animal kingdom, the travel bug, has inspired an e-mail newsletter.
The four-year-old e-zine, Panda Tracks, is sent to 20,000 or so recipients every month. What separates these from the 400,000-plus people who receive the WWF's primary e-zine is a serious case of wanderlust. But there is a cure for that malady: the 30 to 40 trips offered by the WWF each year.
Panda Tracks recipients are a valuable group. "The trips appeal to our highest-value members; those who have been with us for years and are committed to our work," says Terry Macko, vice president of membership and corporate partners within the United States. "These are people who have donated money to save tigers, and want to see one up close outside of a zoo."
The two-week trips usually cost from $6,000 to $8,000 (a competitive price range, according to Macko). Subscribers can view detailed itineraries by clicking links embedded in the newsletter, and gain added value by scheduling visits to WWF-sponsored conservation areas and interacting with experts.
Each issue of Panda Tracks highlights six or so upcoming trips, three of which are showcased–they are accompanied by evocative blurbs and photographs. The offerings include a mix of cruises and safaris, and feature a range of destinations.
When members click through to a package, they are reminded of how to make donations. In addition, there are links to the WWF's photo galleries and descriptions of the group's activities.
What's next?
Right now, Panda Tracks serves as a traveler's wish book. But in the next few months, it will feature more content about trips people have taken, the work the WWF is doing to fight threats to conservation.
Also on the wish list is the ability to discern patterns in travel preferences. This would enable the WWF to customize content for individual travelers. Some travelers want to work their way through the organization's entire repertoire of offerings, while others choose to repeat a trip–often with their grandkids in tow, according to Macko.
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