Transcript Marketing Strategies & Engagement

Marketing Strategies
& Engagement
Marketing Strategies &
Engagement
Building Awareness & Engagement to
Support our Mission
Our Shift
Marketing, Communications &
Membership as one program designed
to support the goals and needs of the
entire organization.
Our Goals
• Build our Awareness
• Expand our Circles of Engagement
• Raise more Revenue
Our Plans in FY15
• Tell the Surfrider Story
• Go-to Market Strategy to Build
Awareness
• Build a membership acquisition
program & continue to refine our
current membership programs
Marketing Surfrider
• Stories from the field
– Funneling the great work upward to HQ
– Assets (photo & video)
• Brand integrity is best for impact
– Logos
– Website
– Digital Templates
– Social Media
Why Membership
Unrestricted
Revenue
Influence
Pipeline
Key Elements of a Membership Program
Case for Support
Membership
Communications
Strategy
Foundation
High Retention
Acquisition Investment
Retention Matters
• It costs more to acquire than to retain
• Cost to acquire is 6-7 times higher than it
is to retain a donor
• If we could improve retention by 5%, we
could increase overall revenue by more
than 20%
Member Communications Strategy
Thank You
& Benefits
Monthly
Giving
Invite
Renewals
& Push
Appeals
(Additional
Gifts)
Investing in Acquisition
• It is more than building our ranks and
revenue, it’s an investment in our
volunteer and influence pipeline.
• Provides funding to chapters via rebates
• Must have a strong foundation in place to
sustain growth year over year
New Tools for Chapters
• SF Style Guide
• SF Brand Guide (end of March)
• Membership 101
– Case for Engagement
– How to make an ask
– FAQs
Chapters: Critical to the Success
• Bringing your work to life
– Activist spotlights
– Assets (photos/video)
– Stories
• Brand Consistency
• Member Engagement
– Education
– Cultivation
– Retention
Questions?