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NPO Direct Marketing: Direct Mail, Telemarketing and Membership Services for Nonprofits — July 2009
::: HotOffThePress :::
High Museum of Art: Upgrade Campaign
  [PHOTO: NPO's Membership upgrade materials for the High Museum of Art]

WE WANTED TO SHOW YOU THIS direct mail appeal, hot off the press for the High Museum of Art.

This is a special upgrade appeal to all current members from $150 Contributing to $600 Donor Patron. They are being invited to increase their membership support of the High in return for additional benefits and the opportunity to attend an exclusive preview of an upcoming exhibition on Leonardo da Vinci.

Important to note: upgrading members contribute the full amount of the higher membership level they choose. Their current terms are prorated and the remaining value is tacked on as additional months to their new year of membership. Our recent testing has shown that this approach is more profitable than asking members to just pay the difference between their current level and the upgrade.

  

Tips on Upgrading

Upgrade offers should be an integral part of your membership program:

  1. Always invite members to upgrade their giving in your membership renewals.
  2. Send special upgrade offers to your higher level members twice a year (and your entry level members once a year).
  3. Mail in twos – a follow-up appeal can increase overall revenue by 30% or more.
  4. Think mail-phone – a follow-up phone call can double your revenue.
  5. Upgrading increases the total value of your membership base and helps offset household attrition or weak acquisition.
For more information:

Email: Jamie Clements, President Jamie@npodirect.com
Phone: 703.961.9669 x22   •   Website: www.npodirect.com
Washington, DC Office   14150 Park East Circle, Suite 280, Chantilly, VA 20151