National Museum of Women in the Arts
Challenge. The National Museum of Women in the Arts (NMWA), a national art institution dedicated to promoting women's accomplishments in the arts, is approaching its 20th anniversary. NMWA brought Avalon on board to spark new enthusiasm among current and lapsed members and grow its membership program by reaching out to new audiences.
Avalon's Solution. Avalon assessed that NMWA was not taking full advantage of different media channels to communicate its mission and case for support. Avalon recommended targeted phone campaigns to enhance the results of NMWA's appeal, renewal, and reinstatement programs. In addition to boosting net revenues, the one-on-one interactive phone medium also provided insight into members' motivations for giving and allowed NMWA to test different messages in a live, real-time environment.
Avalon also recommended communicating the museum's core mission more clearly and consistently to members while incorporating more substantive information about the museum's array of education, outreach, and advocacy programs.
Results. A strengthened case for support emphasizing mission and programs has been introduced throughout NMWA's membership program and is already having a positive impact on fundraising performance. NMWA's first two phone efforts — a reinstatement campaign to "re-acquire" lapsed NMWA members and a special appeal campaign — produced outstanding results. Net revenues for both campaigns exceeded budget with higher than expected pledge and fulfillment rates. Insights gained through the phone campaigns have been applied to the development of more effective direct mail packages.
Avalon believes strongly in our mission and has worked hard to help us accomplish it while achieving the greatest possible revenue per expense. Although Avalon is specifically responsible for recommendations concerning the direct mail program, they have also offered insights regarding other areas of our program and have helped us continually refine and improve our services to members.
— Ruth White, Director of Member Services for the National Museum of Women in the Arts