Case Study: The Saturday Afternoon Club

The Saturday Afternoon Club of Santa Rosa, one of the nation’s oldest continuously operating women’s service organizations, has a rich history but faces declining membership. Recently granted 501(c)(3) status (formerly 501(c)(4)), the club aims to raise community awareness and support initiatives like their long-standing scholarship for Santa Rosa Junior College women, the preservation of the Railroad Square water tower, and hosting engaging, educational speakers.

A recent highlight was a presentation by Peggy Preacely—freedom rider, civil rights activist, artist, and speaker. When ticket sales stalled at around 10, the club president expressed concern about covering Preacely’s fee.

I proposed and implemented a promotional strategy, including a press release, initiated the president to reach out to the Press Democrat resulting in two articles, social media ads, Eventbrite ticketing, and community calendar listings.

Results: The event drew approximately 150 attendees, generating enough revenue to pay the speaker and significantly boosting the club’s visibility. The club now anticipates a 15% membership increase by the time meetings resume in the fall. 

https://www.pressdemocrat.com/article/news/black-history-month-civil-rights-speaker-santa-rosa/

https://www.pressdemocrat.com/article/news/peggy-preacely-black-history/