Newfields - Membership Lapsed Recapture

PRODUCT/SERVICE Lapsed member recapture telemarketing campaign

TARGET AUDIENCE Lapsed members

OBJECTIVE Ask expired members to rejoin the museum and increase membership totals and revenues for the museum

STRATEGY/EXECUTION An annual end-of-year telemarketing campaign was developed to work in conjunction with an in-house lapsed member recapture direct mail campaign. The museum mailed all prospects a letter in advance of the telemarketing campaign. The telemarketing campaign was used to follow up on the mail piece and secure memberships via telephone.

RESULTS Since our first annual campaign with Newfields in 2016, our telemarketing team has recaptured more than 760 members, resulting in over $61,000 in membership revenue and an average gift of $79.85. The cost per dollar raised was $0.69, and the ROI per dollar spent was $1.45.