The Barnes Foundation
Founding Member Multi-Channel Campaign
Construction of The Barnes Foundation’s new building in Philadelphia began in 2010 and the organization wanted to capitalize on this “once-in-a-lifetime” event in order to grow its membership program. The initial direct mail membership campaign performed well with an overall ROI (Return on Investment) of $4.08. However, the Barnes recognized that in order to reach new audiences, they needed to integrate additional channels.
Using an institutional message and iconic images from the collection, The Lukens Company developed a direct mail Founding Member control package for the Barnes. Email and digital advertising were also integrated into the overall campaign. TLC also introduced a Facebook contest that offered two tickets to a docent-led tour in order to drive and engage new fans of the organization.
- Direct Mail,Email Outreach,Digital Advertising,Social Media
Exceptional Results in Mail
The 2012 acquisition campaign acquired nearly 8,000 new members in the mail and exceeded revenue projections.
Social Media Success
The Facebook contest boosted the organization’s fan count by nearly 2,000 and provided 9,910 new email addresses that were further cultivated through an ongoing email conversion series.
Promising New Channels
The Barnes' online conversion rate of 9.07% was one of TLC's top performing digital advertising campaigns for membership.
"The Barnes had 325 members when we mailed our first campaign, and The Lukens Company worked quickly and thoroughly to help us build an innovative multi-channel strategy tailored around our marketplace and the opening of our Philadelphia location. We have had unprecedented success, reaching 25,000 members in just three years and far exceeding institutional goals."
- Aidan Vega, The Barnes Foundation