Non-profit growth strategies

THE AUDIENCE IS OUT THERE, HOW DO WE CAPTURE THEIR SUPPORT?

Challenge: Continually growing the audience for Jazz is the core mission of the Jazz Institute of Chicago. And its growing roster of programs throughout the city support that goal. But the organization, founded in 1969, was stalled in its efforts to expand membership and had yet to fully leverage the internet to share its archives and events with a larger audience.

Strategy: Marj Halperin Consulting developed a “friend raising” campaign with the focused goal of expanding the Jazz Institute’s email list and using that list as the foundation for a high-impact e-communications strategy that increases (paid) memberships and grows the audience for live performances. Tactics included a revamped website with a membership pop-up form and more prominent donation information. We recommended involving the Board of Directors and external partners in an aggressive email sign-up campaign.

Success: The Jazz Institute secured foundation funding for a redesigned website incorporating our suggestions into a bolder brand identity. The package includes targeted e-newsletters and effective use of list segmentation that have a 30-40% open rate. The “friend-raising” campaign has been a success, more than tripling the email database. The membership pop-up is in place and working: paid memberships have grown 10% this year. As the membership and e-lists grow, so does the Institute’s ability to ensure that “the great jazz legacy of Chicago will continue to enrich and inspire our lives for many generations to come.”