Like many associations, the Association for Professionals in Infection Control and Epidemiology (APIC) faced member retention and recruitment challenges during the COVID-19 pandemic.
The pandemic hit APIC particularly hard as its current and prospective members serve on the frontlines in the fight against COVID-19, charged with keeping the disease from spreading in hospitals and long-term care facilities.
“Our members continue to work in high-risk environments and are coping with long hours and the ongoing impact of the pandemic,” said Martha Sauchuk, APIC’s senior director of marketing.
“They are not always able to respond to membership renewal communications right away.” To reach its membership goals, APIC needed to get its message in front of as many infection preventionists as possible, but in a cost-effective manner.
To achieve this, APIC used Feathr to give current and prospective members more opportunities to see their messaging in places outside of the organization’s website. “We wanted them to see us in different contexts,” said Sauchuk. “The more touches, the more likely they would be to join or renew.”
APIC’s efforts paid off. With an ad spend of $17,966, the organization garnered 270 members and generated $55,350 in revenue, representing a return on ad spend of 308 percent.