Institute of Leadership and Management –
Whilst studying an ILM qualification students receive a years free membership of the ILM. The ILM had no specific programme in place to upgrade studying members to a full paying membership and were therefore losing lots of potential members. Stream recommended a planned upgrade programme that would touch students at certain points throughout the year.
As they received the ILM magazine free for the first three months we included an insert (in the form of the address carrier) to promote upgrading to full membership. At the end of the three months we then sent out a direct mail pack promoting full membership, which also had two email follow ups. Towards the end of the year we sent out a direct mail pack with an incentive to join (with two further email follow ups). If they didn’t join at the end of the year they then received a final incentivised application (again with email follow up).