New York-New Jersey Trail Conference

Since 1920, the New York-New Jersey Trail Conference has partnered with local and regional parks to create, protect and promote a network of over 1,700 miles of public trails in the New York-New Jersey metropolitan region. The group organizes volunteer service projects that keep these trails open, safe and enjoyable for the public. In addition, the Trail Conference also publishes highly regarded maps and books that guide public use of these trails.

With a membership of 10,000 individuals and another 100 member clubs (that combined have a membership of over 100,000 active, outdoors-loving people), the non-profit organization relies on the support of its members, volunteers and donors to maintain the highest standards of trail maintenance and preservation.

Challenge

Back in 2007, when the Trail Conference determined that a more substantial marketing effort was in order to attract new members to steward an ever-lengthening list of new trails, they turned to Enzo Creative to help them take their membership drive to the next level.

Solution

We put together a program that not only established the important role that the Trail Conference plays in the lives of outdoor enthusiasts in the region, but also tied in key benefits that would help the organization stand out from the clutter. In support of the annual membership appeal, we alerted targeted prospects to the sizable discounts on clothing, gear, lodging, and more that were available to NY-NJ Trail Conference members through a retail partnership, and we recommended adding a premium gift for new members who signed up. At minimal additional cost to the Trail Conference, we maximized press sheets to include a sample map to be inserted in the mailing for the membership drive. With a carefully crafted mailing campaign which consisted of a letter, secondary insert, response card, response envelope and the waterproof Tyvek map sample, the mailing proved to as effective as it was intrusive.

Results

Upon taking over the membership mailings, Enzo Creative has enhanced the cost effectiveness of the mailings by 17% year to year. Our designs have also seen increased response rates of over 208% from 2008-2010, and our membership mailings generate 213% of the annual monthly average for new members. Considering that those who become members are likely to give money during annual appeals, and that known givers in some segments and mailings donate an average gift of $276, it’s safe to say it will be happy trails for the NY-NJ Trail Conference for years to come.