A trade association was struggling to develop a steady stream of new members. In partnership with association leaders, MCI USA developed a feeder program, leveraging the appeal of the group’s annual conference. Current members were encouraged to invite one prospective member to the meeting using a significantly discounted event ticket, called a “Golden Ticket.” At the meeting, these golden ticket holders were recognized throughout.
Results:
- Those who claim a discounted Golden Ticket are very likely to become members, with close to 50% converting each year since the program began in 2015.
- Those who join are also targeted to participate in future Golden Ticket outreach.
