The_2019_Membership_Marketing_Benchmarking_Report (1)

phics of Your Association

9

WORDS OF WISDOM

dom

y We increased FB and LinkedIn ads over the year as we were very successful in click through rates and increasing membership (IMO) y We offered a “Black Friday/Cyber Monday” special discount of 20% for our lapsed members. We had a very successful response rate. (IMO) y We ran a ‘Cyber Week’ deal the last week in November and secured 4% of our total new membership for the year in that week alone. The deal was 15-months of membership for the price of 12. The campaign was sent to all non-members in our database and increased awareness of our organization and the benefits and resources that we offer. (Trade) y We segment our direct response marketing (email and print) to feature “members like me” by segmenting member photos and testimonials to match the recipient’s profile based on gender, age, ethnicity, and other professional factors. y Allowing members in financial need to pay at a lower category’s rate. No need to apply: anyone who asks is given the opportunity. (Combination) y Career Starter rate for students converting to regular members (1st year only). (IMO) y Enlisting other members to contact lapsed members. (Trade) y Handwritten thank-you cards, handwritten welcome cards, personal phone calls, and visiting member’s business in person. (Trade) y Multiple touch points (email, cards, phone calls) with new members in first four months, including introducing them to a fellow member. (Trade) y New Member Onboarding Meeting delivered via Zoom internationally 1-2 times monthly, and follow up with video of meeting to registered participants. We increase new member retention by 5% year over year. (IMO) y Offering bulk invoicing to employers for staff who are members, with a discount of 15% on programs (IMO)

This provides an increase of 2% on average to our response rate. (IMO) y We started investing in digital marketing, which has increased the number of contacts coming to our sites and increased the contacts creating accounts with us. We can retarget those who visit our site but haven’t converted, which gives the gentle reminder to engage with us. We’ve seen positive results and a good ROI on the digital marketing spend. (Combination) y Word of Mouth and Testimonials are still our best methods for gaining new members. Our engagement of the C-level executives means that the company’s decision makers and budget holders are keeping 95% of our memberships secure from year to year. We are not a good fit for everyone—we accept only those members who are a good fit and we can truly help in our marketplace. (Trade) y Our members still tend to like paper mail and sending in checks, so that is still our most profitable way to get renewals. (IMO) y Our research shows that if we can get a new member to an event (education or networking) in the first 90 days, they are more likely to renew their membership. We have been working with our chapters to get them to invite new members to events. (IMO) y Show them you care—personally and professionally! (Trade) y Social remarketing. Development of an engagement metric. (IMO) y Start the renewal reminders EARLIER (we pushed ours back to 4 months out) and extend them two months after. If our members don’t renew before they expire, it takes them about 3 to 4 months to finally get around to renewing—we added a “this is your last issue” magazine envelope as well and have seen a nice uptick with that (Combination)

Describe an engagement or retention strategy that your association has employed that has been very successful, and/or from which you learned something valuable. Provide details so that others may learn from your experience.

800.644.6646 | 703.739.1000 | WWW. MARKETINGGENERAL .COM

76

Made with FlippingBook Ebook Creator