Eprisa’s Membership Module offers flexible renewal strategies, multiple Membership Level schemas, Gift Memberships, Multi-step engagement for new members, replacement card processing, and “Thank You” Premium assignment based on client business. The Eprisa platform supports any type of Membership program that a client might want to launch or implement.
Case Study: Membership Schema and Multi-Channel Fundraising
A prominent U.S. non-profit wanted to improve its fundraising and membership revenue by implementing a phased multi-channel fundraising approach over a number of years.
The non-profit was using the following systems to track revenue:
Web donations – Convio
Fundraising/Membership Database – Eprisa
Major Gift Prospects – Raiser’s Edge
The non-profit asked Saturn to build a synchronization process between their main membership database (in Eprisa) and a subset of that data hosted on the non-profit’s website, host by Convio.
Saturn developed and implemented a program (invoked automatically as a nightly scheduled task) to extract any
changed data from Eprisa and post it to Convio’s server.
The non-profit then approached Blackbaud to build a similar process to copy changes from their Major Gifts database in Raiser’s Edge to the Convio file. Even though both products were a part of the Blackbaud stable (Blackbaud having acquired Convio), the development time and price quoted were significantly more than Saturn’s Eprisa link. The non-profit reached out to Saturn, and we modified our process to merge Raiser’s Edge changes in with the Eprisa data before sending it on to Convio.
Since their founding several years earlier, the non-profit had offered the same eight “Membership Levels” at specific costs; “Supporter” ($25), “Friend” ($35), “Friend Plus One” ($50), etc. Each successive level entitled members to an increasingly generous collection of benefits that included free admission for themselves or guests, discounts at the non-profit’s gift shop, “early bird” notification of special events, etc. The non-profit, with guidance from their creative consultants, wanted to test alternate level names, price points and benefits and answer questions like:
Would lowering the cost of the “Family” membership from $250 to $225 entice a large enough number of $150 members to upgrade in order to offset the $25 revenue lost on each Family membership purchased?
Would adding access to exclusive “invitation only” events as a benefit to certain level(s) improve upgrade rates?
Could simply changing the name of a membership level (calling the $500 level “VIP Members” instead of “Patrons”, for example) improve response?
To minimize risk, the client wanted to test alternate offers on randomly selected subsets, rather than rolling out a new strategy across the board.
Up to this point, the membership levels, names and benefits had all been “hard-coded” in program logic; “… if GiftAmt between 5-49.99 then Level = ‘Friend’ else if GiftAmt between …” . These simple tests would no longer suffice under the new plan, as the system would now need to know what specific options the responder had been offered. Modifying the program statements to accommodate each new offer and its list of associated SourceCodes (Mail Keys) could have resulted in an increasingly tangled mess of “spaghetti code”.
response to this need, Saturn developed a concept we call “Membership Level Schemas”. A schema is a named collection of membership levels; each level has a level name (as printed on the membership cards), a price point and set of benefits. The CampaignSegment (SourceCode) table was modified so that each “Acquisition” and “Renewal” SourceCode is linked to a particular schema. When a payment is posted, the software looks up the SourceCode to get the related schema, then uses the gift amount to determine which level within that schema the member qualifies for.
As all of the business logic is encapsulated in easily maintained tables, the program logic is very simple and efficient. The non-profit is free to create and test new offers at will. Because this solution makes setting new test offers so easy, the organization usually tests one or two new offers (schemas) with each campaign. When a new schema outperforms the
existing “control” offer in small-scale testing, that schema becomes the standard, and then new offers are devised to attempt to beat the control.
The non-profit invited Saturn to come to its HQ and meet with all of the U.S. Major Gifts team to develop a Major Gifts Module in Eprisa. The goal was to replace the Raiser’s Edge and move all of the high dollar donors into Eprisa.
Eprisa now has a full Major Gifts Module fully integrated into the production database. The non-profit now has the ability to track all of its donors and members directly in Eprisa.
The non-profit wanted to become a more complete multi-channel fundraiser by adding DRTV to bring in a complementary revenue stream.
The DRTV program brings the donor to a specific landing page that is integrated with Eprisa to keep the donations up to date and accurate.
Contact us for more information.