Wichita Art Museum - Membership Lapsed & Upgrades
PRODUCT/SERVICE Lapsed and upgrade direct mail appeals
TARGET AUDIENCE Past and current members
OBJECTIVE Increase membership revenues and totals by asking past members to rejoin the Museum and current members to consider upgrading their membership at a higher giving level
STRATEGY/EXECUTION A direct mail package was created to be mailed to both lapsed members and current members. While the outer envelopes and letter shells were the same, the letter copy was different for each campaign — with lapsed members getting an ask to rejoin the Museum and current members getting an ask to increase their membership to a higher level. The campaign mailed in two drops to utilize the opening and closing of a popular exhibition to bolster responses.
RESULTS The lapsed and upgrade direct mail campaign was extremely successful with a 10.97% response rate, exceeding $42,700 in membership revenue. The average gift was $83.57. The cost per dollar raised was only $.25, while the ROI for each dollar spent reached $3.96.