Ride-Along Program Offers Nonprofit Boost in Supplemental Revenue
Guideposts, a nonprofit organization, touches millions of lives every day through products and services that inspire, encourage and uplift. Their magazines, books, prayer network, and outreach programs help people connect their faith-filled values to their daily lives.
What We Provided
Brokerage
Management
Alternative Media
Digital
Creative
The Brief
To generate supplemental revenue for Guideposts, RMI recommended the launch of a new Premium Ride-Along Program: an alternative media opportunity where advertisers pay a CPM fee to place their marketing offers inside the welcome packages Guideposts sends to their new subscribers.
The Solution
In the summer of 2011, RMI launched the program for Guideposts and announced the availability of space to commercial mailers. The program offered direct marketers a cost-effective medium by which to reach a qualified, targeted audience in a non-competitive environment, at a cost well below solo direct mail.
Through personalized emails, phone calls and face-to-face meetings with insert media brokers, RMI secured a multitude of tests and continuations with out of category marketers in 2012. Before the year was over, the 2013 program was completely booked for the following year.
The Results
The program was a resounding success, drawing multiple categories of mailers including fundraising, bedding, gardening, insurance, apparel and health. It continues to provide Guideposts with supplemental revenue, increasing year after year.
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