Case Studies: Ivy League Alumni Membership Club

Ivy League Alumni Membership Club

 

Problem
This Ivy League club’s membership base has been trending downward. New memberships had not been sufficient to offset this attrition rate.

 

Approach
A member Retention and Acquisition program was developed to stem the decline. Strategies for membership growth focused on:

• Introduction of new club features
• A broader variety of benefits created based on market intelligence
• Additional sources of revenue
• New communication messaging to be applied to all on-line and off-line elements

 

Result
After years of slow membership decline, a program was launched that reversed this trend:

• Double digit increase in Memberships in Year 1
• Net revenue increased 100+% in Year 1