The Mizzou Alumni Association wanted to bring in new members to the Alumni Association and encourage current members to renew their membership. They needed an idea that would excite people and encourage membership in a timely manner.
The Alumni team brainstormed and came up with a theme for the membership campaign (“Our Members Make Us Happy Campers!”) and a fun promo item to tie everything together: the camper mug. Magellan partnered with Mizzou to produce this fun camping-style mug. The enamel mug has a glossy finish and speckled design with a stainless-steel rim. It is durable and lightweight, so perfect to pack for the next adventure or campfire with friends and family!
To encourage both new membership sign-ups and timely renewals, Mizzou offered the exclusive camper mug if alum signed up or renewed their membership by a certain date. The fun Happy Camper artwork on the mug tied well to the theme in their communications and provided a unique lasting momento.
The membership drive was a success, and they had a lot of Happy Campers, who said they loved the mugs! The campaign recruited 386 memberships and $47,500 in revenue.
Magellan has found that the addition of promo merch does indeed drive donations! In a study Magellan commissioned about promo merch and alumni donations, results showed that offering promo items to alumni as a thank you increases the likelihood for them to donate. Alumni enjoy getting a physical piece to show pride in their alma mater! Check out the research here.