Capwiz & American Academy of Ophthalmology
Targeting the most active supporters with specialized e-mails leads to more effective member participation.
Challenge:
The American Academy of Ophthalmology (AAO) is the largest national membership association of ophthalmologists – medical doctors who provide comprehensive eye care, including medical, surgical and optical care. More than 90 percent of practicing U.S. ophthalmologists are members of the AAO; overall, the AAO has more than 7,000 international members. Dedicated to enhancing the quality of life for every individual they treat by protecting their patients’ vision and eye health throughout life, AAO members are committed to advancing the highest standards of comprehensive eye care.
Like many health care professionals today, the members of the AAO are greatly concerned about the issues facing their industry, but have limited time in which to respond. The AAO recognized that to be more effective, its members needed help getting the facts, composing a message, targeting influential lawmakers, and then making certain their messages get delivered. The AAO is also determined to increase the effectiveness of its lobbying efforts by increasing member awareness of critical issues.
Solution:
Capwiz allows AAO members to easily identify their Congressional representatives and send them timely messages. The AAO reinforced the strength of its lobbying efforts by making it easier for all members to participate in goverment relations activites, and ensuring that all their messages were heard.
To maximize those efforts, the AAO uses their detailed Capwiz Influence Reports to track who is sending messages and how often, helping them pinpoint their most ardent supporters. Now, they are using that knowledge to get the most out of its members’ willingness to get involved across a broad spectrum of activities.
In particular, the AAO’s annual legislative conference is an opportunity to discuss critical issues facing ophthalmology. In 2005, 225 individuals attended the conference. With a member base of over 17,000 individuals, clearly there is plenty of untapped opportunity. The AAO now uses Capwiz to determine top activists and encourages those individuals to attend the conference. In addition, they use Capwiz e-mail marketing tool, Mail Manager, to send those same supporters special promotional materials.
“We’re thrilled that our members have become much more involved in supporting the issues that matter most to them,"said Denna Suko, Manager of OPHTHPAC & Political Affairs. "Now, more than 51 percent of the AAO membership have communicated with Congress on at least one issue. In 2005, our members sent over 20,000 messages on one issue alone.”
"Capwiz definitely helps make our legislative activities more effective and successful," she said. "We are able to call on our best supporters whenever we need them, and all of our members can easily get involved in the issues that matter most to them. It’s a win-win situation for everyone.”
www.aao.org
