Collegiate Honor Society
Gabriel Test Package Takes Top Honors
CLIENT
The client is the world's largest collegiate honor society, with some 1.7 million members from countries across the globe. Membership is reserved for distinguished scholars, offering them unique opportunities to advance personally and professionally. Founded in 1977 and headquartered in Atlanta, GA, they are a member of the Association of College Honor Societies.
PROBLEM, CHALLENGE, OPPORTUNITY
This client first turned to Gabriel Group in early 2008 because they'd been experiencing steady decreases in response to membership recruitment appeals. Gabriel Group created a new marketing package with emphasis on their prestige and international recognition. Additional recommendations were made with respect to response methodology, postage, and mailing strategies. Example: eliminate unnecessary first-class postage by mailing standard nonprofit and reinvest those savings in increased personalization and high-end image pieces.
The alternative package was tested against the organization's control package during spring 2008.
RESULT
Initial returns confirmed that Gabriel Group's test package resulted in a 22% higher response rate. Important to note is that Gabriel's more sophisticated package and highly personalized approach did not increase the client's overall cost. Gabriel Group now mails 1.2 million annually for them. With the package, the client realized a $1+ million increase in membership revenue during the first year. Gabriel Group foresees additional enhancements for packaging and strategy in subsequent years.
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