Raising funds and raising membership — these are high on the priority list for many organizations, and often they’re attempted with special promotions.
Here’s a group that does it right. I recently received an invitation to rejoin the American Alpine Club (AAC) and get these items:
- Free AAC Patagonia organic tee with Teton mountain artwork.
- Free one-year subscription to Climbing Magazine (or extension to current subscription).
- Coupon for 20% off your next order at Patagonia.com.
- Coupon for $15 off a $75+ order at MountainGear.com.
Excellent. Why? Because the special offers were closely aligned with the interests of prospective AAC members, feeding both their emotions (the shirt and magazine with pictures of mountains) and their practical sides (gear discounts). And they were good deals, potentially returning more value than the cost of membership.
Next, the e-mail reiterated the membership value: “Special offers aside, membership in the AAC is a great value. Remind yourself of the benefits, and see what others in the climbing community value about membership.” It included a link to a long list of benefits and testimonials from climbing stars.
Think about your organization’s promotions and long-term benefits. Many groups rely on calendars, stuffed animals and the like — perhaps nice to have, but not compelling enough to prompt people to sit down, work the math and call your deal a steal. For the AAC, partnering with related companies was a smart move that enabled them to pump up their offerings.
Are your promos and benefits both targeted to your audience and useful? How can you provide hard value that will enable you to convert prospects and retain members?
