Strategic aims

Strategic Aim 1

To undertake and promote relevant high quality zoological and conservation research, to help us achieve our conservation objectives and to inform and influence conservation policy.

ZSL will achieve this strategic aim by:

  • Encouraging and rewarding excellence in the performance and communication of science, conservation and animal husbandry
  • Using our unique convening role as a leading learned society to foster and achieve international excellence in science relevant to our core conservation priorities
  • Managing and developing a relevant and useful body of zoological knowledge
  • Attracting and engaging a diverse range of people and organisations in the science of zoology and conservation – from students to leaders in their field
  • Raising the profile of conservation issues and priorities, and ensuring they are well represented at policy level and in the media
  • Providing policymakers, conservationists and the general public with the information needed to make informed decisions on conservation issues


Strategic Aim 2

To encourage and motivate all our stakeholders to support and engage in conservation.

ZSL will achieve this strategic aim by:

  • Enabling and inspiring all ZSL staff, students and volunteers to become ambassadors for our conservation mission
  • Ensuring that all visitors to ZSL have an enjoyable, inspiring and educational experience
  • Communicating science-based conservation messages
  • Improving and developing our contributions to the education and conservation awareness of groups of all ages and to education providers
  • Raising and maintaining our profile among target audiences
  • Using our research and field activities to inspire and educate people about conservation
  • Enhancing the value delivered to ZSL supporters


Strategic Aim 3

To implement and achieve effective and appropriate ‘in situ’ and ‘ex situ’ conservation programmes for priority species and habitats.

ZSL will achieve this strategic aim by:

  • Ensuring that conservation efforts are informed by the best science
  • Developing and applying objective criteria for setting priorities for our conservation activities
  • Measuring conservation efforts and evaluating their outcomes to enable more effective management
  • Developing our own and others’ capabilities, expertise and resources in order to build capacity in zoology and conservation
  • Predicting, prioritising and responding effectively to new conservation issues
  • Engaging and working with communities in support of conservation and sustainable livelihoods
  • Working with other organisations and across disciplines to achieve our common conservation objectives
  • Working with government and industry in the UK and elsewhere in support of conservation


Strategic Aim 4

To lead and deliver exemplary Zoos in order to advance ZSL’s mission.

ZSL will achieve this strategic aim by:

  • Inspiring our visitors through world-class animal exhibits linked to science and conservation
  • Evaluating all our activities to inform a visitor charter committed to excellence in customer satisfaction
  • Implementing and surpassing globally recognised standards in our Zoos
  • Ensuring and promoting best practice in the welfare of zoo animals and delivering conservation breeding
  • Integrating and maximising the conservation and research contribution of the Zoos to ZSL
  • Maximising the unique learning and enabling opportunities that our Zoos offer across all sectors of the society
  • Using our Zoos to increase the financial contribution ZSL makes to science, conservation and education


Strategic Aim 5

To further ZSL’s mission by maximising opportunities to generate funds.

ZSL will achieve this strategic aim by:

  • Making continued investment in our sites and infrastructure
  • Developing our business acumen
  • Developing innovative opportunities to generate revenue
  • Building up and extending our supporter base
  • Raising our charitable profile to increase funding to ZSL
  • Utilising ZSL assets and resources to generate funds within the framework of a registered charity