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For 60 years, AFS-USA has been the country's leading high school foreign exchange organization, sending more than 4,000 students to study abroad each year.

Beekman Marketing implemented an AFS "alumni" direct marketing program, developing relationships among many constituencies and increasing year-over-year net revenues across AFS-USA's fund-raising efforts.

Beekman's participation in these efforts included:

  • Creating a more sophisticated, visually stimulating look for all alumni communications
  • Refining creative efforts to mirror donor segmentations strategy, ensuring that all recipients were reached with specific offers, themes and packages appropriate to their identified segments
  • Incorporating e-marketing into the direct response plan to cultivate and solicit donors while cutting costs
  • Securing outside corporate funding for producing AFS's 60th Anniversary global map/poster, used organization-wide for a full year







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