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Case Study: Cirrus Owners and Pilots Association

An Auto-Renewal Program Eliminates Marketing Efforts

 

Founded in 2001, with over 3000 members worldwide, COPA is a volunteer-run organization completely independent of Cirrus Design Corp.

The Challenge

The Cirrus Owners and Pilots Association is a membership organization with the mission to educate, promote the safety of, and support the owners and pilots of certified aircraft manufactured by Cirrus Aircraft Corporation. With more than 3,000 members worldwide and an excellent, growing market, COPA looked to VP Demand Creation Services to attract new members and renew existing members with COPA Pilot magazine.

The Solution

In 2012, a renewal program was implemented to better retain current members. VP coordinated a 60 days before expiration letter and a Last Issue Shell, as well as a Welcome Back campaign to members who had expired one year previously. Meanwhile, the COPA headquarters coordinated supplemental email efforts and website pop-up reminders.

The Results

Due to this effort, COPA saw an 18 percent increase in renewals in the first year of implementing the renewal program. Since then, membership has grown from 3,147 to 5,265. Two years later, COPA implemented an auto-renewal program to its members. Members received $10 off if they sign up for auto-renewal online, which completely eliminated the need for sending renewal efforts and automatically increased the chances of members renewing. In 2018, over 85% of the membership has enrolled in the auto-renewal program.

18%

Increase in Renewal Rate

2,118

New Members Since VPDCS

85%

of Members Enrolled in Auto-Renewal

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