New York Farm Bureau Converts New Audiences into Members
The Work
Develop a compelling member value proposition and multi-touch prospecting campaign that clearly communicates New York Farm Bureau’s role and value to agribusinesses and supporters of agriculture.
The Challenge
New York Farm Bureau wanted to grow its membership by reaching new audiences, including agribusinesses and supporters of agriculture. Because many prospective members had limited familiarity with Farm Bureau, the organization needed to clearly explain what it is and how it supports their operations, businesses and local communities.
Approach
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Define the Member Value Proposition:
Collaborate with New York Farm Bureau staff and leadership to redefine how the organization communicates its role to prospective members.
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Align Prospecting Message:
Develop clear, consistent messaging that would serve as the foundation for membership outreach.
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Create Coordinated Touchpoints:
Build a structured prospecting campaign using direct mail, digital ads, email and call center outreach.
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Support Member Conversion:
Use sustained, multi-touch outreach to build awareness and encourage prospective members and lapsed audiences to become members.
Clarifying the Value of Membership
A collaborative process with New York Farm Bureau staff and leadership helped redefine the organization’s member value proposition and establish clearer, more consistent messaging. The process also strengthened internal alignment and better equipped staff and volunteers to communicate the organization’s value to prospective members.
Reaching Prospects Across Multiple Touchpoints
The value proposition became the foundation for a structured campaign designed to reach new audiences, build awareness and convert prospective members across the state. Coordinated direct mail, postcards, email and call center outreach created sustained opportunities to introduce prospective audiences to New York Farm Bureau and the value of membership.
Results
The combination of a clear value proposition and sustained, multi-touch outreach helped New York Farm Bureau reach prospective members across the state and convert both new and lapsed audiences.
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96%Progress: 96%(50/52) of counties generated new or returning members
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8%+Progress: 8%prospect conversion rate
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64%Progress: 64%conversions are new members
