Case Study: Boyce Thompson Arboretum Reengages Lapsed Members and Grows Revenue in Centennial Year
Client: Boyce Thompson Arboretum
Year: February 2024
Campaign Type: Direct Mail Lapsed Member Recapture
Boyce Thompson Arboretum is Arizona’s oldest and largest botanical garden, dedicated to inspiring appreciation and stewardship of desert plants. In 2024, the Arboretum celebrated its 100th anniversary—a milestone year filled with special events, stunning seasonal displays, and community engagement.
Challenge
The Arboretum aimed to reengage lapsed members and strengthen its membership base during its historic centennial year. The February 2024 Lapsed Recapture campaign set out to exceed projections for both gifts and income by combining the excitement of the anniversary with the Arboretum’s peak visitation season.
Solution
Partnering with Daniller + Company, the Arboretum launched a celebratory direct mail campaign timed to arrive in homes just as the centennial festivities began. The timing also aligned with the Arboretum’s vibrant spring season, when interest and visitation were naturally high.
The copy highlighted the joy and value of membership while emphasizing the once-in-a-century opportunity to be part of the Arboretum’s centennial celebration. To encourage renewals and higher-level upgrades, the campaign included limited-time perks and discounts.
These incentives reinforced the value of membership and encouraged recipients to rejoin at elevated levels of support.
Results
The centennial campaign achieved exceptional performance, surpassing every benchmark, including total gifts and gross revenue over four times the projections.
Conclusion
By leveraging its 100th anniversary, aligning timing with peak engagement season, and offering thoughtful membership incentives, Boyce Thompson Arboretum delivered a powerful Lapsed Recapture campaign that reignited member enthusiasm and generated outstanding results. The campaign demonstrated how strategic timing, compelling creative, and meaningful offers can transform a milestone moment into a record-setting membership success.
