CBA Integrated Renewal Series
The Easiest Way to Increase Your Membership Revenue is to Improve Your Renewals … even by a little bit.
|See the case study below for how using a multi-channel approach, AZPM is now retaining 12% more of its members and raising more than $125,000 in additional revenue each year!|
The numbers above are within reach for many stations.
With so much focus on improving acquisition of new members, it’s easy to let other things slide … renewals for instance. Keeping these hard-won and expensive members is critical to the health of your overall program.
Retention can, and should be a carefully planned marketing program. CBA will study your current program and perform an extensive audit to see what is working well, what can be improved, or if a fresh, new approach is necessary.
AZPM Case Study
By using a multi-channel approach AZPM is now retaining 12% more of its members and raising more than $125,000 in additional revenue each year!
CBA worked with AZPM to improve their renewal series, taking small steps that brought huge improvements to their program (based on a 6 effort direct mail renewal series). Here’s how we did it:
Changes we made:
Move Telemarketing from effort #4 to effort #1
Changes we made:
Instead of only sending a single email as a seventh effort to the direct mail, we now send a total of 5 emails — in support of direct mail efforts 1,2,3,4 as well as continuing to send the effort 7 email
All creative was re-tooled to merge all of AZPM’s TV and radio services under one joint brand.
Total effect of these improvements
Even with the option of renewing through other channels, overall renewals went up without “taking” from one source to feed another – direct mail renewals were also up along with every other source! But mail volume actually decreased because members renewed earlier in the series.
CBA has been creating successful renewal series for Public Media for over 36 years with impressive increases in retention and revenue.
We invite you to talk with CBA about a modest investment in retention that can bring you financial rewards for many years. Join these stations and others who have all benefited from CBA’s knowledge and expertise in membership retention.
For more information, call 914-468-8960 or email email@example.com.