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Case Study: Nonprofit

Membership Acquisition, Retention and Fundraising: Direct Mail Newsletter and Collateral Program

Anderson Capabilities Used:

		Creative Management
		Automated Workflow
		Data Processing, Management and Personalization
		Printing: Offset and Laser
		Lettershop and Mailing Services

Challenge: The client is a nonprofit historical society that is dedicated to documenting and preserving a region in Southern California. The organization sought to grow its membership base, increase donations, and improve public awareness. The society turned to Anderson Direct Marketing to help it create an innovative way to reach association members and members of the community.

Solution: The society already had two valuable assets: an extensive database, and a wealth of information that they could use to educate members and prospects about their cause. Anderson recommended:

	a)	Launching a newsletter that could be used as a primary communications tool
	b)	Developing a novelty calendar that would gain year-round exposure, and generate revenues to help cover overhead costs.

Anderson and the client worked with a designer to create layouts for the calendar and newsletter. We used our offset and laser printing equipment, and our lettershop capabilities, to print and mail the pieces. And we set up an integrated print workflow program to make it easy for the client to generate new annual calendars and quarterly newsletters.

Results: These two new communications tools have made it easier for the society to reach members, solicit donors, announce fundraising events, and draw local residents to visit the society. Since the launch of the quarterly newsletters, member response rates and new memberships have increased. More volunteers have also joined the society. Since the calendar's launch four years ago, its sales doubled every year, and the resulting revenues have allowed the society to host more events and activities in the community.

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