ABIS Case Studies

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Membership Cards Case Study
Many association and member organizations offer relationship programs for loyal donors, members, and constituents utilizing the traditional membership card approach.

Challenge:
Agencies working with nonprofits continue to look for ways to improve response rates while working with smaller budgets. Typical membership card options range from the economical 8-pt clean release card to the costly 24-30 mil plastic card (thermal or embossed), with little options in between. While the 8-pt card pricing is attractive, marketers know that the plastic card typically yields a greater response rate due to a higher perceived value, but the ROI does not warrant the increased cost. And both options tend to add time to production schedules that agencies and clients just cannot afford.

Solution:
ABIS offers new options to fill the void between the 8-pt economical clean release card and the high-end plastic card.

ABIS offers new options to fill the void between the 8-pt economical clean release card and the high-end plastic card. The ABIS Member Loyalty Card is available in 12- to 18-pt card stock, coated two sides with a matte finish and spot varnish (non-imaged areas). Heavier than the standard 8-pt clean release card, the ABIS membership card adds value to any program, without the high cost of plastic cards. The shorter production time provides the flexibility to gather data much closer to the mail date. And the price for the 12-pt card is comparable to the 8-pt option but it is 50% heavier - giving it a higher perceived value to the recipient.

Result:
In a recent membership mailing for renewals, a national association switched from 8-pt tag card to the 12-pt C2S matte finish card.

"For the same price, we got a much nicer card using the ABIS 12-pt card. It was an easy decision to make without the need to test against the control. And the added benefit of the shortened production schedule allowed us to use the most up-to-date data available."

The responses are still coming in, but to date, the ABIS 12-pt card is outperforming the previous 8-pt card.