The National Association for Music Education – representing music teachers nationwide – had seen a drop-off in membership renewals. With as few as 2% of members renewing based on traditional renewal letters, the association needed to try something new and dramatic.
GraphTec, an RR Donnelley company in Maryland, proposed a cross-media, multi-touch marketing campaign to grab members’ attention, reinforce the message and deliver a compelling call to action over the course of multiple touches. The campaign was comprised of three elements: A personalized email, an attention-getting, full-color, personalized postcard; and a personalized URL. The pURL connected to a registration page pre-populated with the member’s data, making renewal fast and easy. The personalized postcard contained a number of variable elements including the member’s name and the name of their state chapter of MENC.
The personalization, multiple touches and appealing use of color increased the response rate more than five-fold, to 11%, delivering 1,000 renewals. The successful cross-media, multi-touch marketing strategy has provided a template for the organization’s future membership campaigns. “GraphTec succeeded beyond our wildest dreams,” says Elizabeth Lasko, Assistant Executive Director, Center for Members & Constituency Relations. “They helped bring back members we were afraid we wouldn’t see again.”Download the Case Study