Station Improves Results with MemberCard

Date Published
Joanna Adams-West

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%.
About the Author:
Joanna West
Loyalty & Incentives

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.

Contact us today to see how we can help you achieve major success in your fundraising efforts.

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