Non Profit HR Firm
        Grows its Membership

Client

Non profit membership association serving more than 750 businesses and organizations
in three states, providing human resource outsourcing.


Situation

The non profit association sponsors a health benefit program.  Members are not obligated
to participate in the health benefit plan. Organization wanted to increase the size of the
association's membership, and more specifically, the participation in the health benefit plan.


Smart Growth Solutions

Multi-Channel Direct Marketing Campaigns - Targeted messages for
current members and prospects:

     •  Current members - Three mailings over a 90-day time frame plus email campaign
        to entire membership reinforcing campaign message.

     •  Prospects - Three mailings over a 90-day time frame (dimensional mailing, jumbo 
        postcard with personalized URL, follow-up postcard); email prospects who have
        supplied address.


Public Relations - Distribution of news release to targeted media on topics:
"Advantages of Pooling," "Strategies to Control Health Care Costs."

Print Advertising - Ads placed in regional business and human resource publications.


Refine Results

Metrics used to evaluate effectiveness, improve performance and measure ROI included:

     •  Number of leads generated 
     •  Number of new participants in health plan 
     •  Total cost v. net income 
     •  Response rates form all channels 
     •  Number of new members generated 
     •  Number of new members participating in health plan