A free ticket offer helped the Chicago Botanic Garden nearly triple its "Priority" level membership registrations in the first quarter of 2002.
Jennifer Black, manager of membership for the Botanic Garden, said 530 new priority level $100 donors were signed up this winter, compared to 180 in all of 2001.
The offer for two complimentary tickets to the Garden's Antique and Garden Fair was part of a 52,000 piece "early bird" mailing in January and February. So far, the effort -- part of a seven-part renewal series -- has generated a 60% response. Black expects that to hit at least 70% by the end of May.
Like most public gardens, Black said the Garden gets most of its renewals in April, May and June as flowers and plants begin to bloom. The early bird renewal mailings were started four years ago as a way to ease the fulfillment burden for membership cards and decals in the spring. Encouraging people to renew earlier would help improve customer service and ultimately increase retention, she said.
The Garden has 45,000 members overall, including 1,200 Priority members.
Black spoke on a panel Wednesday during Chicago Direct Marketing Association DM Days.
