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NPO Direct Marketing: Direct Mail, Telemarketing and Membership Services for Nonprofits — July 2010
::: HotOffThePress :::
Adler Planetarium: The Membership Experience
 


WE WANTED TO SHOW YOU this direct mail appeal, hot off the press for the Adler Planetarium.

This appeal is soliciting new members for the Adler based on the grand opening of a new permanent exhibition, Planet Explorers. 80,000 packages were mailed to lapsed members, in-house prospects, names exchanged with other nonprofits in Chicago, and selected lists drawn from the commercial rental market.

 

Membership Growth

When promoting a special exhibition or featuring the main attributes of a museum in direct mail, remember to keep the focus squarely on membership, in particular on the membership experience.

Emphasize the free tickets, previews, or private tours available to members when describing an exhibition. Highlight the free admission privileges, special discounts, advance notice, and the other advantages that enhance a member’s enjoyment of what the institution has to offer.


  
Include a membership call to action and highlight the member opportunity.
 

 

Do’s and Don’ts

Don’t separate museum/exhibition descriptions from membership opportunities, relying only on a listing or chart of member benefits to convey the membership experience. Weave the membership concept throughout the narrative. Paint a clear, complete, and compelling picture of what the prospect can look forward to when joining the museum.

  

Include an open reference to membership and highlight events such as parties.

Summarize the appeal and integrate institutional descriptions with member benefits.

Don’t Forget

The exhibition/museum is the context for the main offer – membership!
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