Case Study – AADE


27% Increase in Member Growth

The American Association of Diabetes Educators (AADE) struggled to grow its membership for several years. It also was having difficulty retaining members at an acceptable rate. Recognizing the need to tap new markets and expand its benefit offerings to attract new members, AADE needed help increasing both membership and revenue.

Minor Adjustments, Maximum Returns

MGI embarked on an aggressive acquisitions program that focused on multi-year memberships and monthly installment payment options. These changes had the immediate effect of increasing revenue while decreasing costs by eliminating the need to send renewal notices.

We also revamped AADE’s renewal program itself by increasing the number of touches and starting the renewal process earlier. To test new markets and target new prospects, we developed an online lead generation program enticing readers through a series of offers and emails.

As a result of our efforts, AADE membership grew by 27% and its retention rate increased to over 85%. New markets were opened up by targeting a wide spectrum of healthcare professionals. In addition, MGI successfully developed an integrated multichannel direct mail strategy that tested mailing lists, special offers, messaging, and value propositions to optimize every marketing dollar and generate positive returns.

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