Direct-mail Tips for Membership Organizations

2. New building openings. Hines says her company has found great success doing concentrated mailings for membership organizations that are preparing to open new buildings or venues. This entails sending out mailings prior to the opening, during opening and then shortly after they've opened. When the Contemporary Arts Center in Cincinnati opened a new building in 2003, Hines says it did "three very timed, concentrated mailings, one right on top of the other." The CAC had hoped to up its membership from 2,500 to 5,000 and wound up instead garnering a total of 7,800 members by the opening's end.