Descanso Gardens: Membership Renewals



After some years of using a standard merge-format letter, I sat down with Descanso Gardens to rework their membership renewal system with the goal of a more attention-grabbing letter, a push for membership upgrade, and incorporation of a new membership campaign. We decided on a system that showcases a seasonal monthly theme for each mid-month mailing with timely event info to encourage engagement. Due to the changing theme, each recipient gets a different letter ahead of expiration from the one post-expiration to keep the look fresh and attention focused. The renewal letter was the first rollout of the We Grow More Than Plants campaign, and the changing photos and color theme have been a big hit.

Read the full process on this project reworking at Re-Imagining Membership Renewals


I’ve worked with Heather on several projects for Descanso Gardens. There are many talented designers out there, but Heather’s services are next-level. Not only is she a talented creative professional, but she is able to see the big picture, and has helped us to focus our overall marketing strategy over the past six months. When we hire Heather, we know we are getting much more than a good-looking piece of collateral — we are getting her thoughtfulness and years of experience in brand messaging. Heather is professional and a pleasure to work with every step of the way, from her detailed written proposal to delivery of the final piece. Thanks, Heather!
—Somer Sherwood-White, Director of Advancement, Descanso Gardens