View
227
Download
0
Category
Preview:
Citation preview
8/2/2019 Massachusetts Audubon Society
1/19
Massachusetts Audubon
SocietyBy- Prashant Priyadarshi
Lovely professional university
Mba marketing
8/2/2019 Massachusetts Audubon Society
2/19
Introduction The Massachusetts Audubon
Society, founded in 1896 by
Harriet Hemenway and
headquartered in Lincoln,
Massachusetts, is a nonprofitorganization dedicated to
"Protecting the nature of
Massachusetts." Mass Audubon is
independent of the National
Audubon Society, and in fact was
founded earlier.
8/2/2019 Massachusetts Audubon Society
3/19
About Mass Audubon
Mass Audubon works to protect the nature ofMassachusetts for people and wildlife. Together with
more than 100,000 members, we care for 34,000 acresof conservation land, provide educational programs for225,000 children and adults annually, and advocate forsound environmental policies at local, state, and federallevels. Mass Audubon's mission and actions haveexpanded since our beginning in 1896 when ourfounders set out to stop the slaughter of birds for useon women's fashions. Today we are the largest
conservation organization in New England. Ourstatewide network of wildlife sanctuaries, in 90Massachusetts communities, welcomes visitors of allages and serves as the base for our work.
8/2/2019 Massachusetts Audubon Society
4/19
8/2/2019 Massachusetts Audubon Society
5/19
8/2/2019 Massachusetts Audubon Society
6/19
About the work
8/2/2019 Massachusetts Audubon Society
7/19
The problem
To develop a new communicationstrategy targeted at existing members
and finding ways to engage moremembers in mass Audubon.
8/2/2019 Massachusetts Audubon Society
8/19
Strategic plan threats tobiodiversity
Loss of habitat to development
Fragmentation of wildlife habitat
Disruption of natural ecological cycle andprocess through human alterations
The crowding out of native plants andanimals by invasive species.
Incompatible land use
8/2/2019 Massachusetts Audubon Society
9/19
8/2/2019 Massachusetts Audubon Society
10/19
Membership Insufficient information in the database to
create profiles of the members
Initial task was to find ways to validate whichmembership strategies worked and which didnot.
$4,00,000 were being invested in newmembership software
Between 1997-1999, MAS membership hadsurged from 54,400 to 67,400 which includeda $400,000 advertising campaign
Thursday, March 29, 201210
8/2/2019 Massachusetts Audubon Society
11/19
Membership, cont..o Members declined to 65,000
o Society faced a churn of 20% each year
o Membership cost was $47, initially it was $25only
o 45% of the members were recruited at thesanctuaries and 42% through direct mailsolicitation
o Admission charges to the sanctuaries for non-members from $3-$6 for adults and $2-$4 forchildren
8/2/2019 Massachusetts Audubon Society
12/19
Education plan Existing education programs lacked common
focus and connection to Mass Audubon themesand Mission
New Education Plan
Leverage unique strengths
New plan emphasized on creating significantoutdoor experiences
To meet varied learning styles, the plan called for amix of live programs, nature center exhibits, and self
guided trails, plus opportunities for learning throughpublications, audiovisual media, interactive pageson the MAS website, and articles in localNewspapers.
8/2/2019 Massachusetts Audubon Society
13/19
Cont.. Society mailed 500000-700000 letters/year at an
average cost of $0.39 each.
Response rate was only 1%
Society predicted that 55% of existing members
would renew their membership but it was 35%only
At renewal time, members were encouragedto migrate to higher levels of membership:
Supporting ($60), Defender ($75), Donor ($100),Protector ($150), Sponsor ($250), Patron ($500)and leadership friend ($1250)
Thursday, March 29, 201213
8/2/2019 Massachusetts Audubon Society
14/19
Strengths and weaknesses
StrengthsSanctuary System
Scientific expertise
Advocacy Capability and
Passionate Staff
Weakness
Very expansive Business Model
8/2/2019 Massachusetts Audubon Society
15/19
8/2/2019 Massachusetts Audubon Society
16/19
8/2/2019 Massachusetts Audubon Society
17/19
A number of birds do best wherewetlands are interspersed with
forests
8/2/2019 Massachusetts Audubon Society
18/19
Income and expenditure 2011
8/2/2019 Massachusetts Audubon Society
19/19
Recommended