Ruffed Grouse Society

New Member Acquisition

“We would not have been nearly as successful as we were with someone who was comfortable with our work and our mission, who could provide such valuable insight.”

John Eichinger, President and CEO

The Challenge

Headquarters believed their advocacy and habitat work were the primary missions of the membership and were communicating their efforts frequently to their members. However, the message didn’t seem to be resonating. Ruffed Grouse Society (RGS) wanted to raise their membership count so they needed to know how and what to communicate to prospective members to encourage them to join.

The Solution

Surveys were conducted to both current members and expired members, digitally and via hard copy, with this question included: “What do you like/enjoy the most about your experience as a member of RGS?” Thirty-eight percent of current members responded that the Society’s magazine was the top benefit, as did 46 percent of expired members. For the new member campaign, the magazine was used as the primary benefit and messaging vehicle.

The Results

RGS saw their membership increase by 11 percent, or more than 1,000 new members. With the average lifespan of membership being eight years, the lifetime value of this group alone is over $200,000 just on membership dues alone, not to mention the additional money spent each year on banquets and fund-raising efforts.

8 Years
Average Length of Membership

$200
Lifetime Value per Member

11%
Increase in Membership

$200,000
Lifetime Value of Campaign Group