Tuesday, June 10, 2008

Case Study: Does this Marketing Stuff Really Work?

Posted by Princess Eva Angelica at 8:08 AM
Can negative membership trends really be turned around through putting membership marketing best practices in place? Can marketing really make a difference even if the value proposition, dues pricing, and product offerings don’t change?

The answer is YES!

Clearly, any non-profit should offer the best value, optimum price and top product that it can. But just fixing the marketing component can have a big influence.

That’s why I appreciated the presentation done by Lori Jordan, Director of Association Services, for the Water Environment Federation (WEF) at the ASAE and the Center’s recent Marketing and Membership Conference.

According to her presentation, WEF had seen membership consistently decline beginning from 2001 to 2006. However, over the past three years through the deployment of an aggressive membership acquisition program and development of a multi-channel, high frequency renewal system, WEF membership began to climb.

In addition to adding new members through acquisition efforts, the new renewal system has helped the retention rate increase by an impressive 7 points.

The WEF story is an encouragement that there is hope for organizations that are experiencing a membership decline. If you would like a copy of the full presentation, please send me an email. My address is on the sidebar of the blog or you can reach me through LinkedIn.

In full disclosure, please note that WEF has been a client of my firm, Marketing General, Inc., for the past three years.

What successful turn around stories have you seen? Please feel free to share your comments.


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