massachusetts audubon society

8/2/2019 Massachusetts Audubon Society

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Massachusetts Audubon

SocietyBy- Prashant Priyadarshi

Lovely professional university

Mba marketing


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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.


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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.


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About the work


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The problem

To develop a new communicationstrategy targeted at existing members

and finding ways to engage moremembers in mass Audubon.


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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


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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

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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


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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.


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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)

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Strengths and weaknesses

StrengthsSanctuary System

Scientific expertise

Advocacy Capability and

Passionate Staff

Weakness

Very expansive Business Model


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A number of birds do best wherewetlands are interspersed with

forests


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Income and expenditure 2011


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