Client Overview: A nonprofit organization uniting thousands of people to protect the state’s natural resources, primarily to preserve hunting and fishing habitats and the rights of sportsmen and sportswomen.

Members/Target Markets: Current members are divided into two distinct groups: 11,000 individual members and 28,000 people who have a membership through an affiliated hunting/ conservation club.

Goal: The organization’s goal is to increase the number of club and individual memberships by adding 5,000 new members.

Strategy: An incentive-based referral program will be designed using multiple channels to reach both individual and club members. The incentive for both members and their referrals is a “thank you” gift of apparel, chosen because logo wear and message/theme apparel are generally attractive to people who enjoy the outdoors.

Key Tactic: Referral Websites – The hub of the membership campaign is a mini website integrated into the organization’s home page. Here, members will register for the referral program, enabling them to make referrals through email, social media and printed referral pages. Links to the referral site will be placed in appropriate areas throughout the website as well.

Supporting Tactics:

  • Email – Messages will be sent to all addresses in the organization’s database encouraging members to register on the referral site and make referrals.
  • Print Ads – A print ad campaign will be placed in four consecutive issues of the organization’s magazine.
  • Newsletter Articles – The referral program will be mentioned in the organization’s bi-weekly e-newsletters, using highlighted content and a link to the referral site.
  • Postcards – The organization will send postcards to the 10,000 members who have not provided email addresses.
  • Magazine Subscription Web Page – A postcard with the apparel offer will be sent to organization members who joined through a local club, encouraging them to subscribe to the organization’s magazine. This magazine subscription landing page will also be linked to the referral sites.

Measurement: The number of new members achieved through referrals from each source will be regularly tracked. At the midpoint of the campaign, if the number of new members gained through referrals is not meeting projections, the tactics will be adjusted accordingly.

Contact the pros at Allegra when you’re ready to add members or customers through proven marketing programs.