Long-Term Engagement
The Vietnam Veterans Memorial Fund refreshed everything from new-donor conversion, to lapsed reactivation, to new membership strategies to breathe life into its maturing fundraising program.
Unlike the actual memorial, The Wall That Heals isn’t made of stone, so it’s nearly impossible to get a name rubbing. Instead, visitors put in name-rubbing requests and provide contact information. They also can opt in to the mailing list.
Tourism websites are also a key source of new names for VVMF. Once a person is directed to the organization’s website from a tourism site, engagement begins immediately. VVMF helps visitors plan their visits to D.C., checks in with them directly prior to their trips and then follows up afterward — all as a way of encouraging interaction to guide them to opting in to VVMF’s list.
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