Veterans of Foreign Wars, or the VFW, is a congressionally chartered international organization that has provided relief and support for veterans, the military and communities across the United States since 1899. From helping pass major legislation that advocates veterans compensation to contributing over 8 million hours of volunteerism in communities each year, the VFW and its nearly 1.9 million members are dedicated to ensuring that veterans receive the support they need and the respect their service and sacrifice deserves.
The VFW engaged us to improve their overall communication with their members and deepen member’s commitment to the organization. While they initially wanted to target older members, a key challenge they gave us was to effectively engage members of all ages, from 20 to 80 years old and up.
To reach younger and older members alike, we updated their print and digital communications to a more modern look that still maintained the VFW’s professionalism and the serious nature of their purpose. For print, we created two brochures—one that was sent to all new members, which served as an introduction to the VFW, and another to older members, which promoted their “legacy life” membership. For digital, we developed an email marketing strategy and created emails for everything from general communication to reminders about membership dues.