Membership Campaign

The AOII Atlanta Alumnae chapter set out to meaningfully expand its dues-paying membership, which meant running a campaign that could simultaneously re-engage sisters who had lapsed and make a genuine case to alumnae who had never joined. The two audiences required different messages: one needed a reason to come back, the other needed a reason to start. A campaign that averaged those two needs into a single message would have been noise. The solution was a multi-channel push - social media, direct mail, and email - built around the idea that the chapter was worth being part of, not just easy to join. It ended with a 36% increase in dues-paying membership.

Campaign Strategy & Audience Segmentation

Identified the campaign's two distinct audiences - lapsed members and new alumnae - and built messaging strategies for each, ensuring the campaign spoke to both groups with specificity rather than flattening them into a single generic pitch.

Multi-Channel Execution

Built out the full campaign across social media, physical mailers, and email, creating channel-appropriate assets for each format while maintaining a unified campaign voice and visual identity that made the chapter feel cohesive and worth joining.

36% Membership Growth Result

The campaign drove a 36% expansion in dues-paying membership, bringing lapsed sisters back into the chapter and welcoming new alumnae who had previously never engaged, materially elevating the chapter's size, programming capacity, and community presence.

Community Elevation

The membership growth did more than add numbers; it raised the energy and capacity of the chapter overall, expanding the pool of members available for events, philanthropy, and leadership, and strengthening the Atlanta alumnae community as a whole.

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