Banner Image

Integrating Membership and Fundraising for Better Results

Marine's Memorial Fundraisng and Membership

Client:
Marines' Memorial Association and Foundation
Business:
Fundraising and Membership
Project Launch:
2017
Industry:
Veterans Service Organization

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.

Challenge

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.

Solution

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.

Execution

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.  

Results

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

 MMA 2018 YE APP

2018 Year End Campaign Elements

 

results

  • 556%

    increase

    in appeal revenue from 2016 to 2018

  • 33%

    increase

    in member retention

share this: