Building an Effective Integrated Multi-Channel Winback Program
Thursday, July 14th, 2016
8:15 AM - 9:20 AM: Breakout 1
Whether you call it reinstatement, winback, or reactivation, bringing back lapsed members and donors is one of the most cost-effective methods for keeping your program strong. Lapsed donors and members make up the best prospect pool for any organization, including yours. Efficiently managing this pool of donors is a key to growing your membership or donor file.
AARP is the world's largest membership organization, serving over 33 million active members. This also means that AARP has one of the world's largest member winback programs. In this session, representatives of the AARP member winback team will show you a clear case study in how we have moved our winback program forward. You'll walk away with ideas on how to apply the dynamics of our program to your winback efforts. We have gone from a fixed program that only used direct mail to a flexible, dynamic program that incorporates email, newsletters, digital display, and social media. We will share information on what has worked, what hasn't worked, and lessons that we've learned along the way.
Learning Outcome #1
By attending this session participants will learn: Several methods for integrating email and email newsletters with direct mail winback campaigns.
Learning Outcome #2
By attending this session participants will learn: How to harness the power and reach of Facebook to reactivate members and donors.
Learning Outcome #3
By attending this session participants will learn: 3 approaches for integrating reactivation mail into direct mail acquisition campaigns.