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Building a Membership Program From the Ground Up

CCAH is thrilled to partner with the International African American Museum in Charleston, South Carolina, as they prepare to open their doors to the world later this year.  

Our work with IAAM began in earnest in August 2020. At the time, the nation was engaged in a deep moment of reckoning over the continuing damage of systemic racism. This was a critical time for the museum to use their voice, to bring people across the nation into their mission of honoring the untold stories from the African American journey, and to build a community of members and supporters. 

It was the right time for the museum to speak to the nation, but we faced some technical challenges.

At CCAH, we know that it’s rare for an organization to have the right systems in place from day one. Smart nonprofits are always reassessing and shifting their goals and needs, as well as the systems they use to manage their daily work.  

As a relatively new nonprofit, IAAM is building their organization and systems while simultaneously building the transformational museum space at their heart of their mission. When we began to work together, we found that IAAM was using one system for their CRM and another for email communications – and the systems didn’t talk to each other.  

This meant that we were faced with the prospect of duplicate records, two of every campaign, and unclear data that would keep us from the success that we knew was possible. 

Enter EveryAction and Raise HECK.

Working closely with Raise HECK, we migrated the museum’s existing systems onto EveryAction’s omnichannel platform, which put us in a position to run and report campaigns the way IAAM needs to in order to maximize their revenue.  

EveryAction provides the kind of robust, real-time data that our team depends on to shape strategy and deliver the best possible performance for clients like IAAM.  

And we’re deeply proud of the success we’ve achieved together, building a growing national membership base for a museum that still has yet to open! 

The results from our initial campaign period are truly astounding:  

  • We grew the Museum’s email list by 160%+ in high value prospects 
  • We grew the Museum’s membership list by 300%+ 
  • We achieved 216% Return on Ad Spend 
  • We brought down the ad cost of converting a new member from $35 to just $10 

Thanks to EveryAction’s comprehensive reporting and integration, we have the data we need to drive our strategy through to the IAAM’s Opening Day and beyond. And the museum has a committed community of members and supporters who will propel their work for years to come.  

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