Membership marketing

Share this content:
Membership marketing
Membership marketing
There are additional challenges owing to AARP's nonprofit status. “We must balance a commercial ben­efit with something non-commercial.,” says Sharon Kirk, alternative media channel manager at AARP. “Our offer isn't the typical check in the mail offer. We have to be much more sophisticated about what how we deliver, how we buy the media, and what we offer.”

Kirk says she is drawn to insert media because she likes the chal­lenge of testing many different tactics and trying to find options to improve results. “There isn't one answer or one solution. If we run into a problem, we can try a blow-in, shared mail — many different things. We're using modeling, we're trying newspapers, and developing cadence strategies,” she says.

AARP's three membership publi­cations previously hosted member­ship acquisition advertising as well as bind-ins and blow-ins. But there's not much room left for in-house marketing inside the organization's magazines these days.

“We're a victim of our own suc­cess,” Leon laughs. “But when a membership is about to expire, we'll wrap the publication with a reminder, ‘Renew now!' The magazine is a very tangible member benefit; it's part of our calling.”

Leon, who spent 10 years at AOL before joining AARP in 2005, says she enjoys being involved in further­ing AARP's mission,

“This audience is expanding faster than any other group, and it's excit­ing to reach that market with what could be life-changing opportunities,” she says.

Page 2 of 2

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above