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Growing a High Dollar Segment

MOAA LIFE Membership

Client:
Military Officers Association of America
Business:
Membership
Project Launch:
2017
Industry:
Veterans Service Organization

MOAA is the nation's largest and most influential association of military officers. We are a powerful force speaking for a strong national defense and representing the interests of military officers and their families at every stage of their careers.

Challenge

While the upgrade from Basic (free) membership to Premium has a modest annual cost, the upgrade from Premium to LIFE has a significant one-time fee, particularly for members who have become accustomed to the modest annual membership fee.

Solution

To achieve this very steep upgrade, we utilized an omni-channel approach, based on a data drive member journey.  Each tactic was tested to validate the effectiveness before full roll outWith our extensive view of the political fundraising landscape, we identified outside list and data sources to maximize with our very first campaign.

Execution

By adding digital tactics including targeted social media advertising, post-DM emails and then pre-DM emails, we were able to consistently improve response rates, lifting results over 60%.

MOAA LIFE


MOAA LIFE Direct Mail Components

Results

The integrated digital / direct approach increased response rate by over 60% while overall membership acquisition increase 30%.  

results

 

  • 60%

    increase

    upgrade response rate 

  • 29%

    increase

    on acquistion 

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