Strategic Communications | La Cuenta - ALPFA Membership Newsletter
ALPFA
Challenge
The organization faced a communication dilemma, lacking a centralized platform for member interaction. Members received disparate messages from various staff members, leading to confusion. Recognizing the need for a cohesive and centralized member-focused communication strategy, a solution was conceived.
Strategy
La Cuenta, a biweekly newsletter, emerged as the solution. Stemming from the organization's finance and accounting origins, the branding strategy paid homage to its history while reflecting the evolution into diverse industries. The newsletter was conceptualized to serve as a unified, member-centric communication platform.
Implementation
Branding Concept: La Cuenta, meaning "The Account" in Spanish, encapsulates financial roots while symbolizing a fresh start for the expanding membership base.
Content Strategy: The newsletter offers membership updates, event highlights, programming, member spotlights aligning with the organization's broadened scope.
Design Aesthetics: Contemporary touch, ensuring both heritage and relevance.
Results
La Cuenta exceeded expectations with high engagement and actionable content:
Achieved a 30% open rate (compared to 26% average of the nonprofit industry), indicating strong member interest.
A 3% click-through rate (pairing well with industry standard or 2-3%), signifying members' active engagement with the provided content.
