AnitaB Launches Membership in Record Time
AnitaB.org launched its first membership program 102 days after kickoff, with sixteen benefits and a recruitment campaign, and hit its first-year goal within thirty days.
What was holding AnitaB back?
AnitaB.org (AnitaB) had long relied on its renowned annual conference and strong corporate sponsorships. Its leaders worried about depending so heavily on those sources. They wanted to diversify income and build a sense of community by introducing a membership program. The catch was timing. The program had to be running before the Annual Meeting, just four months away. AnitaB brought in Ricochet to lead the effort.
What did Ricochet build?
Ricochet used a minimum viable product approach and focused on the essentials. We cut through red tape by forming a small, empowered AnitaB team that could make decisions quickly. We chose and implemented an association management system to handle the back end. We developed an offering of sixteen member benefits and built a recruitment campaign to promote them. The membership program launched 102 days after the project kicked off, with days to spare.
What changed for AnitaB's members?
For the first time, people in the AnitaB community could join as members and access sixteen benefits designed for them. The response was fast. Within thirty days of launch, AnitaB reached its first-year recruitment goal. Membership gave supporters a new way to belong to the organization beyond the annual conference, and it gave AnitaB a source of revenue that does not depend on sponsorships alone.
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