Fixing a membership program that leaked 70% a year
Of 133 founding members, 16 renewed. Rebuilding the timing, the platform and the benefits turned a leaking program into the organization's growth engine.
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Year-over-year membership attrition was 70%— of 133 founding members, only 16 renewed. The membership drive ran after the season ended, on the wrong platform, with benefits misaligned to what members wanted.
Ran focus groups, moved the membership drive into the season, recruited at events, rebuilt benefits away from free tickets, made membership auto-renewing opt-out and trained leadership in major-gift solicitation alongside a personalized year-end campaign and a board-driven cultivation event calendar.
More than 300% membership revenue growth, larger major gifts than in any prior year, new board members and new foundation relationships.