The Marines’ Memorial exists to honor the legacy of military service through a Living Memorial and Programs that Commemorate, Educate and Serve. The Marines’ Memorial Association is open to veterans of all services and all eras.
Prior to 2017, Marines' Memorial conducted both its membership and fundraising programs in-house, had only limited email and online giving programs, and hadn’t yet launched a social media program for fundraising or integrated prospects from a house list into the membership or appeal program.
Following a detailed data audit, web audit and member focus groups, Nexus Direct developed a comprehensive direct marketing plan that integrated communications across all audiences and all channels. Using data and donor research, we also built a unique donor/member journey for each audience segment.
Partnering with internal staff, we built their donor Facebook audience from the ground up to 15,000 followers, worked with their web vendor on upgrades to their site, launched their first ever Giving Tuesday campaign, overhauled copy and creative strategy for renewals integrating digital and direct tactics and identified qualified prospects from their previously unused lodging guest list.
Integrating membership and fundraising produced improved results and greater efficiency.
- 556% increase in revenue from appeals from 2016 to 2018
- 33% increase in member retention
- 15,000 Facebook followers added