Marketing Strategies & Engagement
Building Awareness & Engagement to Support our Mission
Marketing Strategies& Engagement
Our ShiftMarketing, Communications & Membership as one program designed to support the goals and needs of the entire organization.
Our Goals
• Build our Awareness• Expand our Circles of
Engagement• Raise more Revenue
Our Plans in FY15
• Tell the Surfrider Story • Go-to Market Strategy to Build
Awareness• Build a membership acquisition
program & continue to refine our current membership programs
Marketing Surfrider
• Stories from the field – Funneling the great work upward to HQ– Assets (photo & video)
• Brand integrity is best for impact– Logos–Website– Digital Templates– Social Media
Why Membership
Unrestricted
Revenue
PipelineInfluence
Key Elements of a Membership Program
Case for SupportCase for SupportMembership
Communications Strategy
Membership Communications
Strategy
High RetentionHigh Retention Acquisition InvestmentAcquisition Investment
FoundationFoundation
Retention Matters
• It costs more to acquire than to retain
• Cost to acquire is 6-7 times higher than it is to retain a donor
• If we could improve retention by 5%, we could increase overall revenue by more than 20%
Member Communications Strategy
Thank You &
Benefits
Monthly Giving Invite
Appeals
(Additional Gifts)
Renewals & Push
Investing in Acquisition
• It is more than building our ranks and revenue, it’s an investment in our volunteer and influence pipeline.
• Provides funding to chapters via rebates
• Must have a strong foundation in place to sustain growth year over year
New Tools for Chapters
• SF Style Guide• SF Brand Guide (end of March)• Membership 101– Case for Engagement– How to make an ask– FAQs
Chapters: Critical to the Success
• Bringing your work to life– Activist spotlights– Assets (photos/video)– Stories
• Brand Consistency• Member Engagement– Education– Cultivation– Retention
Questions?