NPWH Overcomes Financial Deficit By Buying Into Marketing

Summary

Finding itself in a financial deficit, the National Association for Nurse Practitioners of Women’s Health (NPWH) a had a huge hurdle to overcome. With the hope to fully recover, leadership explored new opportunities, including news brief enhancements, conference dailies, and lead generation. By expanding its partnership with Multiview, NPWH was able to improve its bottom line and increase brand awareness to further its mission of protecting and promoting women’s right to health.

Company Background

NPWH is the professional community for Women’s Health Nurse Practitioners (WHNPs) and other advanced practice registered nurses who provide women’s and gender-related healthcare. The organization sets the standard of excellence by translating and promoting the latest research and evidence-based clinical guidance, providing high quality continuing education, and advocating for patients, providers, and the WHNP profession.

The Challenge

Finding itself in a financial deficit, the National Association for Nurse Practitioners of Women’s Health (NPWH) a had a huge hurdle to overcome. With the hope to fully recover, leadership explored new opportunities, including news brief enhancements, conference dailies, and lead generation.

The Solution

NPWH met with Multiview to discuss how they could enhance their weekly newsletter and explore other opportunities to grow their non-dues revenue, lead generation, member engagement, and acquisition.

“We had aspirations of what we wanted to achieve in the upcoming year(s) and Multiview came to us with unique solutions for our association and culture,” NPWH CEO, Heather Maurer, CAE, said. Inspired by NPWH’s desire to overcome, Multiview developed a strategy that would achieve their goals. Together, they coordinated each month and quarter, keeping close track of performance, revenue, and new opportunities.

Member Engagement

The first step to enhancing member engagement was a refresh of the current e-News Brief. To do this, the team created a header graphic to grab the reader’s attention and updated content guidelines to allow more engagement with the newsletter. In addition, Multiview suggested including non-members to the distribution list, not just members. By combining the list of current members with prospects, NPWH was able to use the newsletter as a marketing tool for membership reminders and event promotions. Finally, to increase the number of touchpoints with the industry, NPWH introduced a Conference Daily e-newsletter. This additional newsletter would allow NPWH the touchpoint with all attendees at their  Annual Conference and showcase new content from the industry.

Non-Dues Revenue

As part of the partnership, NPWH receives royalties for a no-cost solution. Though the partnership had a good structure, the association needed more revenue. By enhancing the weekly newsletter and adding additional opportunities, NPWH was hopeful that advertisers would be more engaged with the product suite and ultimately use a higher spend with their industry.

Lead Generation

Lead generation worked in multiple ways for NPWH, including corporate sponsors and memberships/registrants. By increasing the subscriber list of the e-News Brief, the association would be able to use the analytics to determine who was opening and clicking into the newsletter. If prospect members were clicking on member information, it would be a warm lead for them to convert into membership. On the non-dues revenue side, Multiview requested more frequent updates on lead lists from NPWH to ensure that they knew of any vendors and segments of the industry that needed to be reached out to for advertising efforts. This ensured Multiview’s database was up to date while their team was contacting companies on NPWH’s behalf, as well as identify new companies that the association may do business with, so Multiview could supply lead generation back to NPWH for additional opportunities

If we have an idea, we bring it to Multiview. I would say eight or nine times out of ten, they can take my vision and formulate a strategic plan that is easy to operationalize and leads to great success. The Multiview team is tenacious and truly cares about our organization's mission and vision. Their partnership has truly helped NPWH grow in membership, reach, and revenue.

- NPWH CEO, Heather Maurer, CAE

The Results

With the implementation of a newsletter redesign and engaging a larger target audience, the e-News Brief increased its open rate by 17%.

“Our member engagement has improved significantly and the feedback from our readers has been very positive. We’re seeing the work and assistance Multiview has supported has expanded in many ways across the entire organization. It’s like a positive domino effect and has helped us establish a strong brand,” Maurer said.

The increase allowed the Multiview to showcase a higher engagement to advertisers, which in turn led to more sales. More specifically, Multiview was able to increase booked revenue for NPWH by 34% in one year based on the updated product suite and continued data updates. The upward trajectory continued each year after. With the data provided by NPWH, Multiview wasable to source new clients and showcase the NPWH to them. In fact, since 2019, 50% of clients whopurchased into the NPWH product suite were leadsgenerated by Multiview

By expanding its partnership with Multiview, NPWH was able to improve its bottom line and increase brand awareness to further its mission of promoting women’s health. With the implementation of a newsletter redesign, as well as the other enhancements and opportunities, NPWH's open rate increased by 17%, conference attendance increased by 15%, and revenue by 34%.