By Serena NgohSummer 2016

AAUW Prospect Package

Overview AAUW, a client Why I chose them Direct Marketing Package – Test Package Multi-channel: Telemarketing Integration Strategy Analysis

AAUW – Who They Are The Association of American University

Women Founded in 1881 Research, campus leadership, STEM

education, case support, educational funding, salary negotiation, leadership development

Why I Chose Them

Passionate about women’s rights and equality

AAUW stands for a better future where there are no superficial barriers to women achieving anything they want

Package Contents1. Carrier Envelope2. Membership Card3. Letter4. 10 Examples of Sexism Insert5. Membership Info & Back End Premium Insert6. Reply Device7. Business Reply Envelope

Outside Envelope

control test

control test

Membership Card - Control

Membership Card Test

“For customization, visit https://ww2.aauw.org/national-join/ and submit a photo of yourself along with your membership fees.”

Integration: Online

Letter

Letter – A Closer LookDear Jane Sample,It’s a fact that inequality exists everywhere, especially for women. Did you know that for every dollar men are paid, women are typically paid just 79 cents? And on top of that, 20 percent of women in the military have been sexually assaulted, and almost a quarter of college women will be affected by sexual assault. These are your daughters, granddaughters, and loved ones. We have to act now if we want to ensure a better future for women and girls. When a woman is paid less for the same work, it tells women that the work they do is not as valuable. While 79 cents versus $1.00 might not seem like a lot, it can add up. For example, if a male lawyer were to make $100,000 a year, a female lawyer of the same experience would make only $79,000. That’s a $21,000 difference!In the science, technology, engineering, and math fields, the pay gap between men and women is narrowing but equality issues still exist: women are not equally represented in these fields. AAUW’s award winning report, Solving the Equation, indicates that women still make up just 14 percent of the engineering workforce and 25 percent of the computing workforce.But why do these problems even exist still? Much of it lies in the wrongful perception of women. <<Sample>>, in this package I’m including an infographic showing you ten ways women still face sexism in everyday life. I hope you take the time to think about the many ways women are still disempowered in our society today. Change starts with small steps.That’s why I’m writing to you today. You can help us take small steps towards change. You can ensure women are no longer paid less than men. You can help win justice for women who have been sexually assaulted. You can empower women to have an equal voice in our future. You can do it by becoming an AAUW member.

Everyday

Sexism Insert

Membership Info Insert

& Back End Premium(control)

Reply Device

(control)

Reply Envelope - control

Integration: Telemarketing Benefits:

Faster paced, can capitalize off current events Encourage donors to ask questions

Context: Auto Call for new members Separate prospecting reinstatement

How: Use the fear of Donald J. Trump – negative counterpoint Talk about achievements – positive catalyst to action

Auto CallHello, this is Lisa Maatz, Vice President of Government Relations at the American Association of University Women. I’m calling today to tell you that you can change the future for women and girls in America. At AAUW, we are working to shatter the glass ceiling by discussing and lobbying for change on issues such as fair pay and retirement security to sexual harassment at work and discrimination in our schools and colleges. Not only in the upcoming presidential election on November 8th, but in years to come, you can make a difference in the lives of women. You can do this by becoming an AAUW member. You know, we can achieve so much when we stand together. Please be part of that impact. To learn more about the work AAUW is doing and to start your membership, please visit us at www DOT a-a- u-w DOT org. For que stions, please call XXX-XXX-XXXX.

Telemarketing Component – A Closer Look

First ask:Ms/Mr _____, your membership is invaluable to AAUW - and we are calling you at this time to ask you to continue standing with us.At this point in time, we have two candidates running for the presidency: Donald Trump and Hillary Clinton. Donald Trump has been elected as the Republican nominee, and by now you’ve probably heard instances of his hateful speech against women. Support for Trump shows us that these attitudes and perceptions about women still exist in our society. As a member, you can work together with AAUW to combat these attitudes. One of our programs in particular, called Elect Her, is the only program in the country that encourages and trains college women to run for student government and future political office. Will you help AAUW fund programs such as these and empower a generation of women to be able to speak out against gender inequalities and misogyny on campus?

Strategy analysis - why it works Personalization: donors feel more potential for active

engagement as a member Tangible and Relatable

Addresses every day issues and makes gender equality issues more accessible

Reframe the issues, making them less abstract and more urgent in the insert and letter

Two-pronged approach to active engagement

Questions? Comments?