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6 MemberCard
On-Air Drive Strategies
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Pitching your MemberCard during on-air drives renders big
results: For TV, it helps increase renewal rates among first time pledge
members. For radio, it boosts the average pledge while also
strengthening member retention rates.
Here are a few proven MemberCard-promoting methods:
1.
Tape Roll-Ins: MBI has a DVD containing generic TV and
radio spots with availabilities to add your station ID and list local
benefits. See Example TV/Radio Spots at MemberCard.com.
2.
Complimentary MemberCards: Send talent a MemberCard and directory to
use prior to their on-air shift. For radio, also provide announcers
with MemberCards and encourage them to mention a rotating list of benefits
throughout the pledge drive.
3.
For TV: Slides/Full-Screen Stills that display
the gifts received for pledging a certain amount. For example, a
graphic that displays “For $120” as the giving level and shows the Music CD,
MemberCard and Program Guide. For radio, verbally sum-up the total
offer in the same way.
4.
Pitch Points: “Become a member at the $120 level, not
only do you receive the CD, but also the WXYZ MemberCard with 2 for 1 savings
at over 150 restaurants, entertainment venues and more along with the WXYZ
Program Guide, so become a $120 member now!”
“With gas and food prices increasing daily, the WXYZ
MemberCard with 2 for 1 savings on dining, entertainment and more makes your
$90 pledge a wise investment, with the return going straight into your
pocket.”
5.
Testimonials: Radio/TV spots with members talking about
the savings they’ve received, new places they’ve discovered because of the
MemberCard and what a great member benefit it is.
6.
Have Fun: Most importantly when talking about the MemberCard…HAVE FUN!
The more enthusiasm listeners hear and see, the more likely they will be to
join.
There are many
more MemberCard strategies, ideas and tons of station samples available in
the MemberCard User's Manual. If yours is missing or you'd like our help with measuring results, simply
call Steve Weingrod at 414-271-9725 or email him at stevew@membercard.com and he
will see you
receive whatever you need! For MemberCard marketing and adding new
benefits/benefit requests, please contact Rich Lewy -- Director of Client
Relations and Benefit Recruitment at 800-423-7645 ext. 15 or rich@membercard.com.
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