Commonwealth Club of California - Membership Audits & Strategic Plans
PRODUCT/SERVICE Membership Audit and Strategic Plan
TARGET AUDIENCE Commonwealth Club membership staff and leadership
OBJECTIVE To review and evaluate the current membership program and all related efforts to grow the program in both numbers and revenues, as well as make the program more efficient and effective in anticipation of the grand opening of the Commonwealth Club’s new building
STRATEGY/EXECUTION Our objective was to perform a historical review of information on the Club’s membership program, as well as an analysis on program statistics and figures. The final membership audit and plan included a narrative, cost-benefit analysis, benchmarking study, projections and a timeline.
RESULTS The final strategic plan narrative and analysis revealed a number of strengths as well as shortfalls the Commonwealth Club’s membership program was experiencing. The plan created a roadmap of action items for the future — and specifically for the upcoming grand opening of the new building. Enhancements included more effective direct mail acquisition, a doubling of response rates and average gifts and an increase in membership revenue of 26% in the grand opening year, as well as the addition of a marketing position to assist in utilizing digital marketing for membership and promotion of the Club’s many informative programs.