T.A. Launches New Membership to Attract Bike-Ped Newbies

Posted: 08/12/2011

This month, Transportation Alternatives embarks on the fourth year of Summer Streets, a program that gives bike enthusiasts and new cyclists alike the opportunity to test-ride select streets of New York City free from motor vehicle traffic. According to the latest StreetBeat, this trial period has proved successful in bringing new people onboard with T.A.’s mission.

In conjunction with this year’s Summer Streets, advocates at T.A. are extending the trial concept to its membership by launching its newest membership level: the T.A. campaign friend.

For just $10, those who fear the commitment of full membership can test out what it’s like to be part of T.A. and receive discounts at T.A.-hosted events, access to the PDF version of Reclaim (T.A.’s quarterly magazine), and e-mail updates on the group’s ongoing campaign work.

These new members join the tight-knit T.A. family by signing on as friends of one of T.A.’s two most prominent campaigns: Biking Rules, a campaign for safe and civic cycling in NYC, and Rider Rebellion, which unites transit riders in support of affordable fares, better service and the end of service cuts.

“We’re trying to reach New Yorkers outside of our already-involved, already-committed pool of prospects,” Elena Santogade, Director of Membership for T.A., explains. “The pitch is a little harder to make for folks who aren’t yet aware of T.A.’s work, so a $10 price point and association to one of our more visible campaigns seemed like a good way to bring those people into the membership.”

Street teams will pitch this newest membership level as they receive signatures for various petitions and pledges for campaigns. “Our goal is to make 10 percent of those signers become Friends,” Santogade says.

And while T.A. just unveiled this new membership level last week, it’s likely something that will stick around. “As long as we have on-street advocacy teams interacting with the public, I think this will be a permanent fixture,” Santogade says. “It’s not something that we’re going to heavily promote to other prospects. It will be focused toward the people who sign petitions [and] write letters in association with our on-street campaigns.”

Just $10 sure sounds like a foolproof way to introduce bike-ped newbies to advocacy. Want to learn more about this new membership level? Check out Transportation Alternatives on the web and be sure to subscribe to StreetBeat for all the latest news.