CLIENT: Center for Non-Profits, NJ
When a statewide nonprofit organization wanted to increase their membership renewals, they turned to Red Rooster Group. Over time they had developed a series of different materials such as brochures, flyers, letters, and emails, that confused, rather than strengthened their message. After reviewing these, we made recommendations for improving their membership marketing.
Membership Marketing Assessment
Armed with an understanding of the organization we gained from promoting their annual conference, we started by reviewing all their membership materials – brochures, flyers, letters, and emails. To sort these out, we described each piece on a spreadsheet showing the target audience and intended purpose, whether it was used for acquisition or renewal, the main message each one imparted and how it was printed (some were in color, and some were photocopies).
Charting this helped to uncover the membership renewal process, such as what materials were sent out, in what sequence, and the key messages used. We found that the materials contained a lot of good information about the benefits, but were not well organized, so the information was difficult for potential members to find. Overall, the materials lacked a professional appearance, and sent confusing messages. For example, membership benefits differed from one flyer to the next.
Brochure
We consolidated all the information into a single membership brochure based on the following recommendations:
- Strengthening the logo to have a more dynamic look that positions the Center as the hub of the nonprofit sector in New Jersey.
- Organize the association’s membership benefits into 3 main categories so they could be more clearly understood.
- Use testimonials from members to instill credibility and convey the value of membership.
- Use photos demonstrating the programs and services to make them more tangible for potential members.
- Redesign the 3 page membership application to be 2 pages and make it more user friendly.
The new membership brochure and application creates a compelling package for potential members that clearly explains the benefits and ties in with the organization’s overall mission and look.
Left: Testimonials by other members establish credibility.
Center: Membership benefits are organized into 3 main categories to make them easier to comprehend.
Right: The Center’s updated logo conveys the Center galvanizing the nonprofit sector with positive energy.
Right:Â The Center’s updated logo conveys the Center galvanizing the nonprofit sector with positive energy.
Center for Non-Profits Annual Conference Postcards
Red Rooster Group’s Relationship with the Center for Non-Profits
Red Rooster Group is a partner with the New Jersey Center for Non-Profits, supporting their efforts and offering discounts to its members and conducting a Free Brand Review Competition for its members.
See the Postcards we created to promote their conference.
Find out more about our partnership with the Center for Non-Profits.
Apply for the Free Brand Review Competition run through the Center.
See the Winners of the Free Brand Review Competition for September.
Read about marketing challenges faced by small and medium nonprofits.
Links
- See more nonprofit branding case studies.
- Find out how Red Rooster Group supports the nonprofit sector.
- Contact Red Rooster Group about your nonprofit marketing needs.
Red Rooster Group is a New York based graphic design firm that creates effective brands, websites, and marketing campaigns to increase your visibility, fundraising, and communications effectiveness. Contact us at info@redroostergroup.com.
I work for a charter school in Newark, NJ. The competition to attract parents/students to our school is increasing. I would say our marketing materials need a makeover, but the truth is we really don’t have materials. I have produced a few palm cards, but we are in need of a press/marketing kit targeting our three core audiences: parents, potential donors (corporations, private donors, foundations) and the media. Hope you can help us create a more professional look and improve our branding efforts.
Regards,
Michele Griffin