The Senior Citizens League

The Situation

The Senior Citizens League was looking for a new partner to help identify areas of improvement in their online program and to integrate it with their large scale direct mail program. Several areas were identified: a new website, an online donation system with broader functionality, an update to their email program, and integration between online and offline fundraising.

The Solution

The Engage Group worked with The Senior Citizens League to identify the requirements for a new website – from content, to functionality, to design. The old site was migrated to Engage-managed servers, and a new site was built using WordPress.

The Results

The new site was launched in November 2011 resulting in significant growth in web traffic and web site conversions (surveys, petitions, email sign-ups, and donations). At the same time, Engage managed an implementation in Salsa, using the platform’s email system, in addition to the functionality for building donation, petition, and sign-up pages. Engage managed the data migration from the old system to the new, minimizing the loss of supporter records or historical email and petition activity. A comprehensive email program was started in August 2011 to include regularly schedule e-newsletters, e-alerts, and e-appeals. The online fundraising campaigns are coordinated in schedule, design, and content with the organization’s direct mail program. This integration is facilitated in-house by The Engage Group’s parent company, PMG, where TSCL’s direct mail production is managed. Engage’s online services allow TSCL staff to focus on the organization’s mission and service to their 1.2 million members. The Engage Group provides continued support of the website, online donations, the email program, and data processing. In 2012, Engage will help TSCL continue their 2011 success with a new email acquisition strategy.