GAIA: membership card

Organisation
GAIA

Campaign theme
Member card mailing

The set-up
Nothing says "I belong!" like a membership card does! When GAIA told us about the biennial mailing of their membership cards, we immediately saw potential for creating a strong fundraising campaign to the organisation's existing donors.

For new donors, this membership card proves to be an excellent time to convert them to a second gift and thus renew their support. But existing donors also often make a new gift after receiving their membership card.

The letter accompanying the membership card focuses on thanking and reporting. First and foremost, the donor is thanked for his generous contributions. At the same time, it also reflects on the association's achievements. Thus, the donor immediately receives an update on what has been achieved with his or her contribution.

We deliberately kept the graphics of this membership card mailing simple. That way, all attention is sure to go to the star of the show: the membership card. It is attached to the letter with a removable adhesive strip.

The membership card not only scores well for existing and new donors, donors who have not given in a while often renew their support when we remind them of this membership card and all the special things it stands for.

A membership card mailing becomes especially successful when benefits are linked to the membership card: an invitation to an exclusive event, a nice annual calendar, a look behind the scenes of the organisation, receiving the membership magazine, discounts at certain shops or trips, etc.