Looking for new members? Activists are the most promising group to target. Hundreds of activists become members of the American Association of University Women each year, according to Christy Jones, vice president of membership and direct response marketing for the organization.
Jones’ new member acquisition strategy included an online survey, which excited prospects and gave them an opportunity to say what they think. A multi-channel approach, through direct mail and electronic media, prospective members had a choice to fill out their survey offline or on. Reminders came through several channels, making it easier for prospective members to join, she explained during a presentation at the 11th annual Bridge to Integrated Marketing and Fundraising Conference in National Harbor, Md.
The survey reply device was quite effective, she said, because it brings potential members up the ladder step by step. Each survey question supports the importance of the nonprofit’s mission and members’ role, and gets the potential member more excited about the mission.
Activists perform 76 percent better than outside lists, the AAUW found, with an average gift of $27. The AAUW has 170,000 members, 1,000 local branches and 800 college and university partners.