National Council of Negro Women (NCNW)
Washington, DC
Client Challenge:
In 2003, NCNW’s membership program was at a crossroads. With only 35% of its members renewing each year and limited opportunities available for members to support NCNW, its membership base was struggling to reach its fundraising potential. NCNW sought S&W Direct’s help in reviving its membership program.
Schultz & Williams Approach:
S&W first performed a qualitative and quantitative analysis of NCNW’s past and current membership activities. Then we created a comprehensive plan for increasing NCNW’s membership revenue. We executed this plan by:
- Restructuring NCNW’s renewal mailing strategy and redesigned its mail renewal series.
- Adding three new membership categories, which offered upgrade opportunities to members as well as extra recognition benefits and premiums in each level.
- Launching NCNW’s first-ever direct mail acquisition campaign to recruit new members.
- Revamping NCNW’s website to promote NCNW, serve as a resource for members and create new revenue opportunities.
- Creating a new acknowledgement package with a redesigned, permanent membership ID card that mails every 4 days.
- Designing a fresh membership application.
- Producing Sisters, an eight-page newsletter that’s mailed three times a year and includes a donation envelope.
Results:
Since 2004, S&W has executed this plan with impressive results:
- The revamped renewal series boosted membership by 11% and doubled the former renewal rate to 70%.
- The new membership categories boosted membership income by 10%.
- NCNW’s acquisition campaign realized a 1.34% response rate and grew the membership base by 8%.
- NCNW increased its efficiency and boosted its income by making many services—such as joining, renewing and donating available online.
- NCNW’s membership application has acquired numerous new members, generated thousands in membership revenue, and improved NCNW’s overall branding and membership marketing efforts.
- The Sisters newsletter was able to generate $13,000 in additional support from its membership.
- NCNW acquired over 1,100 new members and generated $46,000 from its revamped website in less than 18 months.
According to Cheryl Cooper, Executive Director, NCNW, “S&W's marketing plan has been sound, well-executed and is showing results in membership growth and income, and they’ve improved NCNW's effectiveness and impact through their consulting services."
