Like the lunar eclipse last month, the top promotion technique for lifelong learning programs is awesome. It is also the easiest and lowest cost thing you can do. But the big reason it is #1 is that it has the biggest return – – the most registrations and income of any promotion technique you can do.
Successful programs do it. But not enough LERN members employ this technique. For example, in a session last month before 60 lifelong learning program administrators this month, only 2 out of the 60 programs attending were doing it.
Here it is: Mail a second brochure to your past participants.
Here’s why.
- It costs only 25 cents, nonprofit bulk rate.
The math proves this is the most efficient use of your promotion budget. - It is almost time-free.
You just give your mailing house your past participant list and tell them to mail it out 1-2 weeks after your first brochure was mailed. - Mail the same brochure.
No extra work. You mail the same brochure. Increasing your print run with more brochures will cost you almost nothing – – just ask your printer for a quote with the larger press run. - Your biggest ROI.
Your past participants are MORE likely to attend your next session than anyone else. By mailing to them a second time, you get more registrations and income. - Here’s the math:
Mail 20,000 brochures to Non-Customers X 25 cents = $5,000 X 2% response rate = 400 participants, or $12.50 each cost
Mail 6,000 brochures to Past Participants X 25 cents = $1,500 X 10% response rate = 600 participants, or $2.50 each cost
You get more registrations at a lower cost with more income.