Case Study: Protecting Renewal Stability While Scaling Long-Term Value Through Upgrades and Auto Renewal
Client: High Museum of Art
Year: (FY 2024–FY 2025)
Campaign Type: Renewals, Upgrades, and Auto Renewal Growth
Challenge
As the High Museum of Art’s membership program continued to grow, FY 2025 brought a significantly larger number of members up for renewal, driven in part by strong first-year file growth.
With a changing and growing membership file, the High faced a key strategic question: how do you sustain renewal strength for first- and multi-year members while deepening engagement for increased long-term member value?
Solution
Daniller + Company partnered with the High to deliver a renewal program focused on securing early and on-time renewals, strengthen upgrades, and accelerate the autorenewal program as a long-term growth engine.
1) Deliver a structured, multi-touch renewal series with refreshed creative and strategic segmentation
The FY 2025 renewal program consisted of a coordinated series of mailed renewal notices paired with robust supporting emails, using refreshed design with thoughtfully sequenced special offers and messaging tailored for members based on membership level and tenure.
2) Lead with an upgrade-first touchpoint
The series began with a targeted upgrade notice designed to capture early commitment, encourage higher giving levels, and reinforce the value of membership benefits. The upgrade offer was strengthened with the introduction of a special opportunity only for upgrading members, with enhanced email support.
3) Strengthen autorenewal through integrated positioning and incentives
Autorenewal was strategically incorporated into all membership solicitations, including acquisition and renewals, and positioned as easy and convenient for members, with strategic offers to encourage enrollment.
4) Create an upgrade pathway for auto-renewing members
As autorenewal growth continued, Daniller worked with the High to develop a targeted upgrade approach for autorenewing members who do not receive the standard renewal series, successfully engaging this highly committed audience.
Results
Despite the increased renewal volume in FY 2025, the High achieved stable renewal rates and year-over-year growth revenue.
Renewals: Strong performance amid a larger file
- Renewal results for all segments remained stable, reflecting the success of highly personalized segmentation strategies, engaging creative, and strong offers.
Upgrades: Higher-value actions strengthened
- Upgrade performance improved, with more members moving to higher levels.
- Email played an increasingly important role in supporting upgrade response and expanding participation.
Autorenewal: A durable growth engine
- Autorenewal continued to deliver meaningful strength for the membership program, contributing to renewal stability and long-term value.
- The new upgrade pathway for autorenewing members was successful, capturing increased value from a highly loyal segment.
