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The first question is always where are we now and how well we are doing?
As a regional animal and conservation charity, our main concerns are animals and environment. The public knows us by our high profile projects and campaigns like red squirrel. Our revenue comes from 5 main sources and the revenue for 00 is displayed below
table 1
We have employed techniques such as direct mail and the Internet as our main marketing activities.
On our membership levels the number of adults declined since 187. From that same year, our family membership numbers stayed at the level of 4,800. And the number of child memberships keeps increasing every year. 60% of our members are also members of other charities. 6% have been members for at least 10 years, 0% are hard-core active members. And for those members under the age 4, they only have an average membership of years.
Then what is the problem we now have?
Have a look at the table of responses to attitudinal statements; it is easy to find what our members thinks of us
Out of 110, there are 7 strongly dissatisfied with the value for membership fees, and 16 dissatisfied. That is, 48.% of our members think our membership is not worth the money! And for the information we provide on activities, 6 out of 110 are strongly dissatisfied while still another 8 are still not satisfied, that is nearly a half! For the web site, it is worse 41 strongly disagree that our web is well designed and 8 disagree. That is 71.8%
GNN is a charity organization, in other words, our members do not buy 'things' or a 'service' from us. For those people who spend money to support organizations like us, the only thing they want is to make the world better. According to the information we have, our members are mainly from the A and B socio-economic groups. Our membership subscription rates are 7 for adults, 48 for family membership and 5for children. People who paid to join us will not have any price problems for whether they have paid too much for it. We will not have the first problem. The only problem we have is that have not done enough to feedback to our members.
Why do 48.% of our members think our membership is not worth the money and nearly half of our members do not think GNN provides good quality information on its activities? It is the same reason.
What is the consequence? Around 0% members are inactive even if they spend 10 years with us. We lose our young members fast. So we have problems with our revenue.
And more , due to both the launch of the National Lottery and member lost our to other charities we have found it difficult to increase revenue to fund our activities.
Think we are doing well? The answer is NO. Obviously, there is a lot to do to improve.
How to make the future better?
To provide good feedback and increase the feel of involvement is the main mission for our existing members. Because for this segment, they are mainly from higher social group, what we could get from them is not only the membership fees, but, also many other things. They are more likely to have a high position job and have the opportunity to make suggestions or even decisions for organizations, so it is a good source of new donors. If we want them to stay with us longer, this has to be done.
In the case of getting new members
People who are interested in charities have two things in common firstly they love to help others, secondly they have the money and may even be the member for several charities at the same time, especially young people. Young people are a socially active group, and their life style is an outgoing type. For this group, social experience is the main attraction. They are willing to help, spending lots of money on different things. They want to meet more people and make more friends. They love animals and like to have fun. Our attraction to them is they will have more chance to meet different people with the same interests which are easy to make friends with. And, at the same time, have fun through protect animals and enjoy the nature. And this is the group keeps growing since the very beginning, to get more young members is very important.
Conclusion
Our membership subscriptions are the main source of our revenue. And we already have an information database about our members and a direct mail system. What we have to do is to make it more efficient to help the communication with our members. To do that with a limited budget, improving the existing marketing activities is the best choice.
Recommendations
First, customer retention- Improve relationships with existing members.
It is clear that it costs much more to get new customers than to keep exist ones. With a limited budget, customer retention is an important affect for us.
For those who are already our members, it is all about information and a feeling of involvement. We do not have to do any thing to attract them because they know what we are, and are willing to give their money. What we must do is to let them know what we have done and how well we have done it and the importance of their involvement. Through mail, web-site and newspapers, etc. We must let our members know not only the current activities but also how successful previous ones were, and of course ,let them know it is due to their contribution.
The mail was sent to members only when their membership was about to lapse. The newspaper was almost the same sent to inactive ones, but not the people that support us the most. Then how will most of the people know what happened with their money, and their importance to us? It is not 'give me the money and left the rest to us'. How would they know we have done it well and what kind of roles they play in our activities? Maybe the Internet? But there are only current activities, half is not enough. And still 71.8% of our members do not like the design of our web site, we have problem with that, also.
Customer acquisition- Get new members
We have already been using MGM in our direct mail. It is a good way especially when 6% of our members are considerably loyal to us( have been with us for more than 10 years). By retention we've mentioned above, it will work much better when they feel satisfied.
For those who are from the upper social-economic group, chances are, it is not only the individual members we get but also the new donors.
And for those adult, but not family membership holders, we are likely to have their families joining us, both young members and adult members.
Improved mail will get more students from schools joining us, which will attract more young members .
Other organizations' members are also our target. 60% of our members are also members of other charities. It also suggests that we could get members from other charities.
Our action
Direct mail and magazine
For existing members
Before ,it is only to those inactive members whose membership is about to lapse. And the other thing we have is the newspaper. It is a bimonthly newspaper which is also to the same group of people. It makes people think 'they only remember me when they think they will lose the money from me'. Our plan is cancel the mail and replace it with the magazine and send them to all members. It will save the money for doing them separately ,and further more, we could use it more efficiently.
For the new mail (or newspaper), itself needs rearrangements. It is not simply add the contents of the mail to the newspaper. We could add a member section on it to do the remind jobs. For the contents of the mail, as we have mentioned above, it should contain a feedback to our member. We could achieve this by put reports on our activities' results. To make them feel more involved, when we have choices on what activities to do next, we could have a vote by our members. And when we have difficulties, we could ask them for their opinions.
Our donations are mainly from public organizations, it means we should approach to the private ones. Our members are mainly from the upper social-economic groups, it means that they are likely to have high position in jobs. We should make good use our member resource to approach to private donator.
Our newspaper has never include inserts from others. We should corporate more with other organizations. Inserts is a good way for both revenue gathering and satisfying our members. We could include different inserts for different segment of members on different times. Or several different ones on each time. We can get money from the company and also benefit our members. A leaflet from a bike company may also cause a young member's interesting and he will get extra surprise from us.
For getting new members
The mail should also send to other target groups to get new members.
We inform them that it is a good opportunity to know people and make friends that have the same hobby by join us. Except social work we also have animal sanctuaries which allow them to get close to animals and take care of them. In the paper we should let them know about it. It is a great fun for those who are fond of animals and willing to help, especially young people. We create a column to let our members express their feelings about us, about how great it feels to help animals and how fun to work with others. A present will be send to the writers . Let the members say something is much more cogency and attractive than dull introductions.
The young people between the age of 1-1 could be divide into two groups under 18 and above 18. We have been sending mails to schools but it's only education authorities. It's the students we want to attract so we must make effort to let the information reach the targets. For the first group, they need the guidance from their teachers, we could send a extra copy to each school and ask them to put the newspapers on their news board or wherever to let the students see it, so we could get their attention. And for the 18 above group, they are more independent and have their own organizations like students union, we could send the mail straight to their own organizations.
We used to send mails to past membership lapsing ones. This is a waste. If we want reactive them, mail a year is enough. If there is still no responses after a year, we should stop sending mails to them.
Web site and E-mail
Generally speaking, the web site is much the as the newspaper but in a different form. People who use the Internet are more likely to be young people. What we should do is well design the web site to make it more fun to browse and update the web-site frequently. An easy and friendly access to each section especially our online shop is necessary. To create a discussion area for members to let them communicate with us and each other through the web is a good way to attract people to our web site.
For the corporation use, we should put a link page on it to lead our browser to their web. And of course, they should provide links to us, too.
Time
Christmas is the best time to start when everybody is having a good time. It is a season of giving. To let people know 'GNN needs you!', through mail and the Christmas Draw. As the time of good will, giving to others, and the end of a year and the new beginning of another, Christmas is the perfect time for us to get a new start.
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