Marketing Strategies & Engagement

Building Awareness & Engagement to Support our Mission

Marketing Strategies& Engagement

Our ShiftMarketing, Communications & Membership as one program designed to support the goals and needs of the entire organization.

Our Goals

• Build our Awareness• Expand our Circles of

Engagement• Raise more Revenue

Our Plans in FY15

• Tell the Surfrider Story • Go-to Market Strategy to Build

Awareness• Build a membership acquisition

program & continue to refine our current membership programs

Marketing Surfrider

• Stories from the field – Funneling the great work upward to HQ– Assets (photo & video)

• Brand integrity is best for impact– Logos–Website– Digital Templates– Social Media

Why Membership

Unrestricted

Revenue

PipelineInfluence

Key Elements of a Membership Program

Case for SupportCase for SupportMembership

Communications Strategy

Membership Communications

Strategy

High RetentionHigh Retention Acquisition InvestmentAcquisition Investment

FoundationFoundation

Retention Matters

• It costs more to acquire than to retain

• Cost to acquire is 6-7 times higher than it is to retain a donor

• If we could improve retention by 5%, we could increase overall revenue by more than 20%

Member Communications Strategy

Thank You &

Benefits

Monthly Giving Invite

Appeals

(Additional Gifts)

Renewals & Push

Investing in Acquisition

• It is more than building our ranks and revenue, it’s an investment in our volunteer and influence pipeline.

• Provides funding to chapters via rebates

• Must have a strong foundation in place to sustain growth year over year

New Tools for Chapters

• SF Style Guide• SF Brand Guide (end of March)• Membership 101– Case for Engagement– How to make an ask– FAQs

Chapters: Critical to the Success

• Bringing your work to life– Activist spotlights– Assets (photos/video)– Stories

• Brand Consistency• Member Engagement– Education– Cultivation– Retention

Questions?