OVERVIEW
EEBA’s mission is, “To advance the leading edge of building science knowledge and sustainable business practices in the residential construction community through education, sharing and collaboration.” This project was focused on the EEBA Summit in 2021. EEBA retained help from the Nonprofit Resources team to increase registration for the event.
APPROACH
The Nonprofit Resources team executed a call campaign as well as a marketing campaign to increase event registration. Over the course of two months, the NPR team called over 1,100 potential attendees to give them information on how to register and what to expect from the Summit. In addition, NPR sent a total of 12 marketing emails highlighting event information, speakers, and registration incentives.
RESULTS
When the NPR team took on the call campaign as well as the marketing campaign, the EEBA Summit had less than 30 registered attendees. There were nearly 300 individuals registered for the Summit at the end of the campaign.
CONCLUSION
The basic ideas of this project will be replicated for other clients in many ways. First, call campaigns to increase event registration have proven to be successful. In this case, we connected with hundreds of potential attendees and answered their pressing questions. Additionally, we utilized A/B subject line testing for all marketing emails, which increased open rates. Through Constant Contact, we were able to determine what types of subject lines our contact list responded to best. Then, we continued to improve those subject lines to increase open and click rates. This will apply to all other clients with upcoming events or programming.