Marketing Strategies & Engagement Building Awareness & Engagement to Support our Mission Marketing Strategies & Engagement

Our Shift Marketing, 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 Support Membership Communications Strategy High Retention Acquisition Investment Foundation

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?