Station Improves Results with MemberCard
ValleyPBS provides broadcast programming and related services to educate, enrich and inspire the minds and imaginations of San Joaquin Valley viewers. As a PBS station, ValleyPBS is member-supported and the trusted source for programming of the highest quality, both locally and nationally produced.
The Situation
ValleyPBS began offering the MemberCard in 2015 as a benefit of membership to donors at the $120 annual and $10 per month Sustaining Circle level. With MemberCard, donors receive 2-for-1 discounts on dining, entertainment and lodging throughout the Central Valley.
The MemberCard is promoted on-air, online and in direct mail to acquisition, renewal and lapsed donors.
The Results
- In the first two years of launching the MemberCard, ValleyPBS doubled the number of members in the $120 – $999 range.
- Renewals average gift increased 7.7% (or $5.85), which is where the MemberCard is pushed the most.
- Overall retention rate increased 3.3%.
As President of the Loyalty and Incentives division, Joanna is responsible for ensuring overall client and donor satisfaction. Joanna has a demonstrated history of working in the nonprofit fundraising industry and she uses a hands-on approach to oversee day-to-day business operations including working directly with clients, creative workflow and new product development.
What excites you about your work at AFG?
I enjoy working with nonprofits of all sizes to help them achieve their fundraising goals in different ways.
What are your hobbies/interests outside of AFG?
I love to travel so I welcome any opportunity to jump on a plane, visit new places and meet new people.