The Franklin Institute
Appeal Type: Acquisition Campaign
Date: February 2024
Scope of Work
The Franklin Institute partnered with Daniller + Company to launch a dynamic acquisition campaign designed to recruit new members and highlight an exciting year ahead at the museum.
Timed to arrive early in the year, the campaign invited families and science enthusiasts to join and enjoy a year of fun, learning, and discovery, with free admission to the museum and Fels Planetarium, special exhibition discounts, and member-only perks.
The campaign also introduced two major attractions: the highly anticipated return of The Art of the Brick special exhibition and the opening of Wondrous Space, a brand-new permanent gallery.
The bold, colorful direct mail package used vibrant photography, playful typography, and an easy-to-read infographic to showcase the value of membership—emphasizing that it “pays for itself in two visits or less.”
To encourage higher-level giving, the package highlighted additional savings and perks for mid- and upper-tier levels.
Results
The February 2024 Acquisition Campaign exceeded performance projections across all key metrics:
- Gross revenue: +2% above projections
- Net revenue: +281% above projected goals
- Average gift: +13% above projections
The campaign’s creative refresh, strong value messaging, and strategic segmentation resonated with new audiences and successfully encouraged higher-level memberships.
Key Takeaways
- Exceptional ROI: Despite a reduced mail quantity, the campaign achieved significant revenue gains through strong response and cost efficiency.
- Higher-Level Giving: Strategic emphasis on higher levels successfully raised the average gift.
- Strong Audience Modeling: Modeled and exchange lists performed well, expanding the museum’s reach to new, qualified households.
- Effective Creative: Warm, family-focused imagery and a value-driven message positioned membership as both fun and practical.
Conclusion
The Franklin Institute’s February 2024 Acquisition Campaign demonstrates how smart creative, strategic segmentation, and compelling value messaging can drive new member acquisition even in a competitive landscape.
By showcasing exciting new exhibits and positioning membership as the best way to experience all the museum has to offer, the campaign not only exceeded financial goals but also strengthened the Institute’s connection with families and learners across the region.
