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Station Improves Results with MemberCard

Date Published
07/20/2018
Author
Joanna 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
President, Loyalty & Incentives
Joanna has been with Allegiance Fundraising since 2007. In her role, Joanna is responsible for ensuring overall client and donor satisfaction when it comes to AFG’s extensive offering of custom loyalty and incentive programs. Joanna uses a hands-on approach to oversee day-to-day business operations including working directly with clients, creative workflow and new product development. Joanna has an extensive background as a marketing professional working with both for-profit and nonprofit organizations.

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.

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