For over a decade, the Bronx Zoo has tapped into an unusual Valentine’s Day trend: letting people symbolically “name” a Madagascar hissing cockroach as a gift. The “Name a Roach” program, launched in 2011, has raised over $1 million for the Wildlife Conservation Society (WCS) by appealing to a niche but surprisingly large audience seeking an unconventional way to express affection.
The Rise of the Roach Gift
The program’s success lies in its anti-traditional appeal. As Debbie Schneiderman, the initiative’s leader, notes, “people are not traditional.” For a donation, participants receive a certificate acknowledging their symbolic naming rights over one of the zoo’s cockroaches. The zoo also sells themed merchandise and virtual encounters for an extra fee. Despite initial skepticism, the program has grown steadily since its inception. In the first year, nearly 6,000 people participated, and WCS briefly tried to discontinue it in 2014 before being flooded with requests.
Why Cockroaches?
Madagascar hissing cockroaches are no ordinary pests. These insects can grow to the size of a human palm, sport striking striped patterns, and, uniquely, communicate through hissing sounds. Male cockroaches even engage in territorial battles for mates, ramming each other while hissing. According to Mike Wrubel, a longtime zoo supervisor, “breeding naturally occurs,” making the roaches remarkably cooperative participants in the program.
A Surprisingly Effective Fundraising Model
The program’s longevity and profitability suggest a demand for alternative Valentine’s Day gestures. The fact that people are willing to pay for a symbolic gesture involving an insect highlights a willingness to embrace dark humor and unconventional gifts. As one participant notes, the gesture can even become a shared inside joke, strengthening relationships.
The Future of Roach Naming
The Bronx Zoo continues to refine the program, adding new merchandise and experiences. The WCS team recognizes that the roaches themselves are reliable partners in this quirky venture. “They are very good colleagues,” Schneiderman says, “and they are always available to wiggle their antennae at us for moral support.”
The “Name a Roach” program demonstrates how zoos are adapting to modern fundraising strategies, tapping into unexpected interests to support wildlife conservation. The enduring popularity of this odd tradition suggests that sometimes, the most memorable gifts are the ones you never see coming.
