NSSF® needed to modernize and unify its membership outreach. Despite being a powerful advocate for the industry and a provider of high-impact programs, its value was underleveraged due to outdated renewal tactics and disconnected databases. With limited awareness of its offerings among members, NSSF was missing critical opportunities to connect, retain, and grow its member base.

CSG partnered with NSSF to overhaul its membership marketing strategy from the ground up. We began with attitudinal segmentation research that revealed three distinct member mindsets. From this, we developed tailored personas and launched a fully integrated go-to-market plan targeting three funnels: current renewals, lapsed reactivations, and new member acquisition. Marketing tactics included persona-driven direct mail, email drips, digital ads, and custom landing pages. We also implemented ongoing trending analyses to evolve strategy annually.

In year one, NSSF’s persona-driven campaign generated a 565% increase in new members and a 297% increase in reactivations. Five years later, the strategy continues to deliver with sustained 24% growth in new members and 21% improvement in retention. By aligning messaging with member values, CSG helped NSSF lead the way in supporting and strengthening businesses within its industry.