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The Planetary Society: An Innovative Way to Raise Rates
Melissa Weigel, Account Executive

The Challenge

Like many organizations, The Planetary Society needed to increase its membership rates. But, no matter how long you try to avoid this inevitable fee raise, you’re likely to receive pushback from current and lapsed members who want to renew at the old rate.

So, The Planetary Society, which was increasing its annual dues rate from $30 to $37 (a 23% increase!), sent out an Advanced Renewal with the offer to join at the old rate – for as many years as the member chose.

S&W Strategy

Benefits

In order to help soften the increase in membership costs, we added some benefits to the basic membership level, including webcasts with TPS staff and leadership. These were informally scheduled, casual interaction opportunities, separate from the more intimate and in-depth communications offered to the higher membership levels.

Audience

We mailed all current and recently lapsed members, even those that had recently renewed and previous multi-year members whose expiration dates had not yet been reached. Indeed, multi-year members (those who chose to renew their membership for 2+ years) had previously been one of TPS’ most productive segments.

Creative

We used a simple format to make it look like the piece was printed and mailed in-house, and we emphasized the impending deadline of the renewal rate increase in order to create a sense of urgency around the entire mailing. And, of course, we played up the savings that members would receive by renewing now instead of waiting until their regular renewal notices came.

Results

• The mailing captured 11,599 renewals for an astonishing 25.75% response rate.
• Gross income was $796,468 with a net income of $762,967.
• 67 people renewed their membership for 10 years or more, including 2 people who renewed for the next 30 years.
• The cost per dollar raised was a mere $0.04, beating the projected CPDR by 69%.
• This very strong campaign exceeded projections by 68% in response rate and 50% in average gift.

By allowing members to opt to renew at the old rate, we were able not only to raise a significant amount of money and ensure a base of donors for the future, but we also impressed upon members how important they are to the organization, and we hope this will lead to increased support in the future.

Schultz & Williams is a national consulting firm based in Philadelphia; providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.