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Proven Results

Stations using the MemberCard program can build on 'best practices' developed through testing since 1990. The results show:

  • Increases in renewal giving. Most stations see a $5 to $10 increase in overall average gift within two years.
  • Higher and faster response rates in direct mail, renewals and telemarketing efforts.
  • Increases in both new memberships and member retention.

How the MemberCard impacts membership:

In the typical public broadcasting membership file, revenue from renewals and re-joins makes up two thirds of total membership revenue, of which 75% comes from renewal notices...Yet, the average gift from renewal mail is only $55 nationally.

Also in the typical public broadcasting membership file, at least 55% of all contributors have been members 4 or more consecutive years...Yet, the average gift from these loyal members is also only $55.

It's simple: to create a sustained increase in net revenues, raise the bar just a bit higher for your most loyal members. Provide "enhanced" membership value at a level between $65 - $75, causing a "tidal upgrade" of your membership base. The math is easy: every $5 increase in the average renewal gift equals $50,000 per 10,000 renewing members. And, many stations see increases even greater than $5 with the MemberCard!

That's what the MemberCard Program is ALL about, enhancing the value of membership at upgrade levels.