Integrated Marketing Successes: Crossing the Channel

UTSA built microsites for each alumni audience group, which showed renewal options and offers, and also provided an easy online dues payment option.

Results: The Alumni Association's personalized postcard campaign generated a 6 percent response rate, while the e.f. group's personalized test campaign netted a 19 percent response. New graduate renewal rates were highest in the e.f. group's test module. The campaign also resulted in more members increasing their regular membership level to the lifetime level.