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CASE STUDY: APA Targets Potential Members with Cross-Media Campaign

Posted By Luke Glover on 11/19/13, 2:27 PM

THE CASE: The American Psychological Association (APA) offers a student affiliate membership program that is reserved for graduate students studying Psychology. They also offer a membership program to professors and teachers of Psychology. Previous marketing efforts to potential members involved single-channel direct mail or email communications used in one-off campaigns. APA was interested in boosting its membership applications as well as increasing overall interest of the benefits of the affiliate program. They were looking for a cross-media approach that would use multiple channels and be easy to respond to on mobile devices. Outside lists were rented from two different sources, both of which included matching postal and email information. The campaign involved Personalized URL links (PURLs) and personalized QR Codes as the primary call-to-action, and an incentive offer was also included for completing a response to APA.

THE RESULT: The overall response rate for the campaign came to 1.87%, with one specific list generating a response that was more than 5x higher than when that same list was used previously in a direct-mail-only campaign to the same target market. Out of the survey completions, 58% of students became members while 36% of students requested more information. 34% of site visitors responded through a mobile device.

MEDIA CHANNELS: Direct Mail, Email, campaign-specific Microsites (both standard and mobile versions), Social Media, QR Codes.

Topics: Nonprofit

The Nonprofit Marketer

This blog is dedicated to sharing innovative trends, best practices, and case studies for fundraising, donor development, and nonprofit marketing professionals. Our content comes from our partnership with nonprofit organizations both large and small, and the lessons learned from the implementation of marketing technologies for constituent development.

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