Marketing for a Cause Deserves Inspired Ideas
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Motivation stems from meaning. When your members, prospective members, and supporters experience marketing that means something to them, they are motivated to take action. It starts with ideas inspired by your mission, guided by your goals, and anchored in your brand. Here, you’ll find examples of why we are a marketing and advertising agency that excels at combining messaging and design to create ideas that cause a stir.
Project Samples
National Council of Teachers of English (NCTE) >
Advancing the NCTE brand with a comprehensive membership campaign and strategy.
Engaging Literacy Educators With a Comprehensive Membership Campaign
The Client
The National Council of Teachers of English is the professional home for literacy educators. During the time of this project, a key value proposition for NCTE membership was the organization’s concerted advocacy efforts in the face of book bans and censorship challenges. Globally, NCTE was seeing a decline in membership and needed to be more deliberate, diverse, and committed to engaging new members.
The Project
To advance the NCTE brand with a comprehensive strategy, NCTE and DJG launched a multichannel membership recruitment campaign. In addition to increasing the association’s membership and engaging lapsed members, the campaign aimed to upsell prospects to subscribe to NCTE publications and make a donation.
DJG’s team developed a custom experience to streamline the member sign up process using tactics such as microsite development, email marketing, digital advertising, and a targeted mailer. After five months, this membership campaign exceeded several key performance indicators.
Results
- 32% increase in global membership, surpassing the initial 5% target
- Recruitment of 127 lapsed members back into NCTE
- A 27% donation rate, adding 107 new donors to the organization
- 87,000+ advertising impressions with an impressive 5.25% click-through rate
- 373 new subscribers across ten publications, with 73% of all sign ups including at least one subscription
Let’s do some marketing for a cause—your cause!
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