1. The Membership Marketing
Benchmarking Report and
Practical Membership Marketing
Presenters
Jacqualine Price Osafo, CAE
Erik Schonher, MBA, CeM
2014 ASAE GreatIdeas! Presentation
2. Who are the two standing up front?
Jacqualine Price Osafo, CAE
• 20+ Years Experience
• American Society for
Gastrointestinal Endoscopy
– Director of Members Services
& Customer Care
– Leadership and Strategic
Planning
– Staff liaison for Membership
and Diversity Committees
– Participant of MGI
Membership Marketing
Benchmarking Report
Erik Schonher, MBA, CeM
• 30+ Years Experience
– Corporate & Association
• Marketing General
– Vice President
– Account Mgmt
• Strategic/Tactical Planning
– Research Department
• Qualitative & Quantitative
• 35 Studies/yr
• Membership Marketing
Benchmarking Report
– List Management/Brokerage
4. Today we want to…
Walk away with new membership
recruitment and retention ideas that could
easily be implemented in their recruitment
and retention plan today using MGI’s
Membership Marketing Benchmarking
Report.
6. My approach…
1. I participate in the research
2. Compare my association with industry
results and investigate detail.
3. Review plan & results to develop tactical.
4. Implement & analyze results
5. Budget adjustment
7. 2013 Membership Marketing
Benchmarking Report
• Nearly 700 Participating
Associations
• Up Front Disclaimer
What not Why
Correlation not Causation
Every Association is Unique
• Fifth Year
9. The Membership Lifecycle
– Member Acquisition
• Awareness
• Recruitment
– Member Renewal
• Engagement
• Renewal
• Reinstatement
10. Acquisition
Awareness
• The process of establishing
your brand in the minds of
prospective members and
building your knowledge
base of who they are and
how to contact them
Recruitment
• The process of proactively
inviting potential members to
become a part of your
organization
• Strategy:
1. Value and Message – Why
2. Targeting Your Market -- Who
3. Promotional Tactics to Reach
Your Market – How
4. Offer and Packaging – What
5. Testing , Tracking, and Analyzing
– Where
11. Develop Acquisition
Strategies
• Determine goal for next 1-5 years
• Evaluate current and past trends
• Identify/eliminate barriers
• Determine ROI
How are you going to get there?
12. Awareness
• Who/What do you want to be known as/for?
• What are you great at doing?
• When
• Where can prospects find you?
• Why should prospects engage with you?
13. HOW MEMBERS INITIALLY DISCOVER YOUR ASSOCIATION
2013 (n = 690)
Word-of-mouth recommendation 86%
Association website 80%
Email 66%
Promotion to/at your own conferences/conventions 55%
Association-sponsored social networking websites (e.g., Facebook,
LinkedIn)
54%
Local events/meetings 52%
Association-sponsored events 48%
Cross-sell to non-members who buy your products or attend your
conferences
47%
Direct mail 44%
Search engines (organic) 42%
Where can prospects find (out about) you?
14. METHODS FOR CREATING AND MAINTAINING ASSOCIATION AWARENESS
2013
(n =691)
2012
(n =
683)
2011
(n = 638)
2010
(n =
405)
2009
(n =
599)
Association website 86% 92% 87% 88% 85%
Email 81% 94% 71% 67% 61%
Word-of-mouth recommendations 79% 83% 90% 91% 77%
Association-sponsored social networking
sites (e.g., Facebook, LinkedIn)
74% 71% 51% 56% 35%
Promotion to/at your own conferences/
conventions
69% 79% 65% 66% 65%
Association-sponsored events 59% 68% 57% 56% 37%
Advertising in your own publications 56% 72% 48% 56% 51%
Direct mail 56% 69% 62% 66% 76%
Local events/meetings 53% 60% 53% N/A N/A
Exhibiting at other conferences 49% 61% 50% 51% 53%
15. It’s a Process
15
• Be flexible
– If you can’t make them a member, make them a
customer
– Don’t be afraid to give things away
– At least date for awhile
• Best “Offers”
– Dues Discount
– Conference Discount
– Free Trials
– Premiums
– “Use what works”
16. Recruitment Tactics
Are you thinking like a prospect?
• Solicit non-member purchasers
• Leadership recruitment campaign
• Targeted messaging
• Webinars for prospects
• Offer a “sample membership”
• Promote preferred benefits
17. REASONS MEMBERS JOIN
2013
(n = 693)
2012
(n =
684)
2011
(n
= 641)
2010
(n =
400)
2009
(n = 303)
Networking with others in the
field
24% 22% 25% 24% 22%
Access to specialized and/or
current information
13% 12% 14% 13% 23%
Advocacy 8% 12% 10% 11% N/A
Learning best practices in their
profession
8% 7% 7% 9% 8%
Continuing education 7% 8% 7% 11% 5%
Conferences/trade shows 6% 4% 5% N/A N/A
Accreditation or certification 4% 5% 4% 4% 2%
18. TOP THREE MOST EFFECTIVE AND LEAST EFFECTIVE
MARKETING CHANNELS BY ASSOCIATION TYPE
Individual Membership Associations 2013 2012
Most Effective
Word-of-mouth recommendations 60% 51%
Email 35% 39%
Association website 34% **
Least Effective
Exhibiting at other conferences 27% 31%
Direct mail 23% 20%
Advertising in outside publications 22% 23%
Organizational/Trade Associations 2013 2012
Most Effective
Word-of-mouth recommendations 60% 56%
Personal sales calls 32% 37%
Association website 30% **
Least Effective
Direct mail 26% 34%
Advertising in outside publications 23% 28%
Exhibiting at other conferences 20% 22%
19. Renewal
Engagement
• The process of moving
members from observers
into users.
• Strategy
1. Conversion of New
Members
2. Usage and Interaction
3. Value through Relevance
4. Score Engagement
Renewal & Reinstate
• The process of confirming
the value and requesting
the continuance of the
relationship.
• Strategy
1. Renewal Frequency and
Timing
2. Data Driven Personalization
3. Payment Options
4. Never Give Up on Lapsed
Members
5. Messaging Should Recognize
their Status
6. Conduct Lapsed Member
Research
20. REASONS FOR NOT RENEWING MEMBERSHIP
2013
(n = 691)
2012
(n
= 687)
2011
(n =
639)
2010
(n = 400)
2009
(n =
333)
Budget cuts/economic hardship of
company
18% 17% N/A N/A N/A
Lack of engagement with the
organization
15% 14% N/A N/A N/A
Could not justify membership costs
with any significant ROI
11% 11% N/A N/A N/A
Employer won’t pay or stopped
paying dues
10% 12% 15% 25% 22%
Lack of value 10% 11% 24% 36% 20%
Left the field, industry, or profession 7% 8% 12% N/A N/A
Too expensive 5% 5% 14% 11% 22%
Blue: Top reasons for not renewing membership per year
Top three reasons for not renewing membership.
Red: Continued decline as a reason for non-renewal
Blue: Top reasons for not renewing membership per year
When does renewal begin?
21. Renewal Plan
• Evaluate previous efforts
• Retention rates?
• Does “one size fit all?”
– Or do niche markets require different timing or
number of efforts?
– Is the process nimble?
22. Why do people join us?
• Networking with others
• Access to specific information
• Advocacy
• Education
• Conferences/meetings
23. AREAS OF ENGAGEMENT
n Increased
Stayed
the same
Decreased
Attendance at your annual conference/trade show 599 48% 34% 18%
Volunteerism with your organization 587 34% 57% 9%
Participation in your public social network 567 76% 23% 2%
Number of visits to members-only section of website 528 58% 39% 3%
Attendance at your professional development meetings 511 48% 40% 12%
Attendance of webinars 420 61% 31% 7%
Participation in your private social network 406 66% 28% 6%
Non-dues product purchases (other than previously checked) 401 36% 51% 13%
Non-dues service purchases (other than previously checked) 342 34% 58% 8%
Donations to your association’s foundation or PAC 334 38% 48% 14%
Book or directory purchases 282 25% 55% 20%
Number of members who acquire or maintain a certification
with your organization
276 54% 37% 9%
Number of membership upgrades 276 41% 49% 9%
Participation in your Young Professional program 221 65% 29% 6%
Number of members who purchase or maintain insurance
through your organization
197 26% 62% 11%
Participation in your mentoring program 188 43% 48% 9%
24. COMMUNICATION METHODS USED TO ONBOARD NEW MEMBERS
2013
(n = 693)
2012
(n =
685)
2011
(n = 643)
2010
(n =
402)
2009
(n =
337)
Email welcome 79% 72% 71% 72% 62%
Mailed welcome kit 60% 64% 67% 68% 83%
Membership card or certificate 51% 51% 51% 59% 58%
Volunteer or staff welcome phone call 31% 29% 30% 32% 26%
New member introductory email series 28% 25% 25% 27% 14%
25. Engaging New
Members
• E-Welcome letter
• Membership certificate
• Personal note from leadership
• Invitation to network with leaders
• Checking in months 3, 6, 9 and 12
26. OVERALL MEMBERSHIP RENEWAL RATE
2013*
(n = 607)
2012
(n =
685)
2011
(n
= 643)
2010
(n =
403)
2009
(n =337)
Under 50% 3% 3% 3% 3% 2%
50% to 59% 2% 4% 6% 4% 4%
60% to 69% 8% 7% 10% 11% 7%
70% to 79% 19% 22% 23% 21% 16%
80% to 89% 38% 38% 34% 40% 37%
90% or higher 30% 22% 23% 18% 29%
Not sure** n/a 3% 2% 3% 4%
MEMBERSHIP RENEWAL RATES
Less than 80%
renewal
80% renewal
or higher
Individual
member
Trade/
Organizational
Both
Mean 66% 88% 79% 87% 76%
Median 70% 88% 81% 88% 80%
27. RENEWAL RATES BY NUMBER OF RENEWAL CONTACTS
INDIVIDUAL MEMBERSHIP ASSOCIATIONS (n=289)
1 to 6 contacts 7 or more contacts
Less than 80% Renewal 43% 33%
80% or Higher Renewal 57% 67%
NUMBER OF MEMBERSHIP RENEWAL CONTACTS
2013
(n = 691)
2012
(n = 686)
2011
(n =
642)
2010
(n
= 404)
2009
(n =
337)
None 1% 1% 2% 2% 1%
1 to 3 21% 20% 23% 22% 21%
4 to 6 38% 40% 44% 44% 46%
7 to 9 18% 23% 18% 20% 19%
10 to 12 9% 7% 7% 6% 7%
13 to 15 5% 3% 1% 2% 2%
16 to 18 2% 2% 1% 1% 1%
More than 18 2% 2% 2% 2% 1%
Not sure 3% 3% 1% 2% 3%
28.
29. Renewal tactics
• Inform members 2 months prior to renewal
• Update postal/e-mail addresses
• Renewal series uses multiple channels
– Postal
– e-mail
– Telemarketing
• Social media
30. Reinstatement
Is it difficult to re-join?
• Identify and eliminate barriers
• Simplify the process
• Treat them as if they have just “forgotten
to renew…
Do something
32. What are your association's TOP THREE membership goals?
33. TOP CHALLENGES TO GROWING MEMBERSHIP
BY FIVE YEAR MEMBERSHIP GROWTH
Challenge
Five Year
Membership
Increased
(n = 367)
Five Year
Membership
Unchanged
(n = 50)
Five Year
Membership
Decreased
(n = 254)
Insufficient staff
Membership too diverse
Perception of the association
Insufficient budget
Difficulty
attracting/maintaining young
members
Changing demographics
of industry
34. What is your organization's annual operating budget?
35. MEAN AMOUNT SPENT ON MEMBERSHIP MARKETING PROGRAMS
BY ORGANIZATION TYPE
Individual
Member
Org./Trade Both
Awareness and branding $88,307 $56,926 $88,306
Recruitment $80,816 $42,482 $53,570
Engagement/onboarding $41,182 $25,871 $27,829
Renewals $58,799 $24,392 $28,911
Reinstatement or win-back $26,986 $8,964 $9,121
37. Thank you.
Jacqualine Price Osafo
Director of Membership Services
630.570.5603
jpriceosafo@asge.org
Erik D. Schonher
Vice President
703.706.0358
Erik@MarketingGeneral.com
38. Do’s and Don'ts Of
Recruitment
(c) Copyright 2013 Marketing
General Inc. 38
• Do have a written plan
– Including strategy and tactics
– Make it practical and doable
• Do have set goals
– Know what you want/need to achieve in $$$ &
number of members/customers
• Do have your resources in place
– Both in-house and outside vendor
partners
39. Do’s and Don'ts Of
Recruitment
(c) Copyright 2013 Marketing
General Inc. 39
• Do have a Testing Strategy
– Everything is “testable”
– But not every test is “meaningful”
• Do be Media Neutral
– Use what works
– Be open to “channel surfing”
• Do have a Plan B
– Nothing works every time
40. Do’s and Don'ts Of
Recruitment
(c) Copyright 2013 Marketing
General Inc. 40
• Do have a Brand Promise
• Do have a Identifiable Value Proposition
• Do Target Best Prospects first
– Former Members
– Current Customers
– Current Inquirers
– Buyers of “Like Things”
42. Effective Targeting of
Prospects
(c) Copyright 2013 Marketing
General Inc. 42
• Is a process
• Uses a range of media and offers
• Is a full-time, year round program
• No may just mean not now
• Is the lifeblood of any growing
membership program
55. Package Type Response Rate
Green Card 1.12%
Invitation .83%
35%
Boost
Identifying a control
Recruitment Testing
56. List Segment $75 Voucher Subscription Response
Boost
Young
Physicians
3.46% 2.57% 35% Boost
35%
Boost
111%
Boost
Improving the Control
Recruitment Testing
57. Package Type Response Rate
Green Package 1.35%
Membership Card 1.85%
37%
Boost
Beating the control
Recruitment Testing
58. MEAN NEW MEMBER RENEWAL RATE
Less than
80%
renewal
80%
renewal or
higher
Individual
Member
Trade Both
Mean 51% 76% 64% 78% 61%
Median 50% 77% 70% 80% 65%
Engagement Converting New Members
59. Very Little Difference Between
Non-Engaged Members and Lapsed
Members
Members “who are not involved lie perilously close to
former members in the overarching assessment of the
value they derive from associations. If former
members are thought to be dead, the uninvolved are
close to comatose”
(The Decision to Join, p 4).
Engagement Usage and Interaction
64. Renewal Frequency
RENEWAL RATES BY NUMBER OF RENEWAL
CONTACTS
INDIVIDUAL MEMBERSHIP ASSOCIATIONS (n=289)
1 to 6
contacts
7 or more
contacts
Less than 80%
Renewal
43% 33%
80% or Higher
Renewal
57% 67%
66. Results from One
Test
The on-time renewal
rate for members NOT
on the installment plan
was 55.7%. However,
the on time renewal
rate for members
participating in the
installment plan was
82.0%.
Renewal Payment Options
67. (c) Copyright 2013 Marketing
General Inc.
67
Activity Audience Timing Responsible
90 day invoice mailed All members not renewed month nine/ten Member Care /
Directmail.com
65 day invoice email reminder All members not renewed month ten Member Care
Hallmark card Sample of members month ten New coordinator
Knowledge Center promo (mail
and email)
All members with email and
not used KC in last 12 mths &
postcard for those w/o email
month eleven Member Care
Retention email (16 versions) All members with email Month eleven Member Care
45 day invoice mailed All members not renewed Month eleven Member Care /
Directmail.com
Knowledge Center All members with email and
not used KC in last 12 mths
Month twelve Member Care
‘Last Chance’ cover tip on
Magazine
All members not renewed Month twelve New coordinator
Online membership end date
reminder on our website
All members that are going to
lapse
Month twelve until end of
grace period
IO
Retention email (16 versions) All members with email Month twelve Member Care
If not renewed,
membership lapses
Has 45 day web access
– grace period
End of month
twelve
Action
Action
Action
Action
Action
Action
Planned Pre-Expiration Retention/Renewal
Activities
69. (c) Copyright 2013 Marketing
General Inc.
69
Activity Audience Timing Responsible
Expiration email #1 All non-renewed members (4
versions: prof US, int’l, stu
conversion, transitioning
members)
+5 days after expiration
(just after cash closes)
Member Care
At-home invoice All non-renewed members
with home address
+15 days after expiration Member Care
Expiration email #2 All non-renewed members +21 days after expiration Member Care
Lapsed telemarketing call /
survey (4 versions; US Cert; US
Non-Cert; Non-US; Stu Conv)
All non-renewed members
with telemktg = Y and has
phone # (Leave V.M. after
final attempt)
+45 – 80 days after
expiration
Member Care
Online lapsed survey All non-renewed members
with no phone, telemkt = N
+ 45 days after
expiration
Member Care
Lapsed telemarketing follow-up Any unpaid invoice requests
from first call
+90 days after expiration Member Care
Reinstatement mailing #1 All non-renewed members
indicating ‘will join later’
+7 months after
expiration
Member Care
Reinstatement mailing #2 All non-renewed members
indicating ‘will join later’
+10 months after
expiration
New coordinator
Lapsed member mailing
(counts as new after 12 mths)
All non-renewed members
indicating ‘will join later’
+12 months after
expiration
Member Care
Membership marketing team continues to market to non-renewed members for 12
months after memberships lapse.
Planned Post-Expiration Renewal Activities
Action
Action
Action
Action
Action
Action
Action
Action
45 days - grace period ends
69
(c) Copyright 2012 Marketing General
Inc.
70. • Reinstatement programs test the effectiveness of your
renewal program
• Many organizations are sitting on thousands of
prospects just waiting to return
• Employ research and analytics to determine what went
wrong for your lapsing members
– Under served market segments
– Product and service gap analysis
– Value proposition update
Reinstatement Strategy
72. (c) Copyright 2013 Marketing
General Inc. 72
• More splintering & blurring
• Death of mass marketing & rise of mass
customization
• Convenience and ease is all important
• Social Media is surging
• Members/customers are more self-
directed, and are doing more of the work
73. (c) Copyright 2013 Marketing
General Inc. 73
• Members/Customers are IN-CHARGE
• They are more critical, seek guarantees
• But still need to be led, reminded, told
their decisions are right
• Too many choices
• No need to join
74. (c) Copyright 2013 Marketing
General Inc. 74
• 35% of assoc. report YOY renewal growth
• Associations are challenged by growing
member diversity
• Engagement is becoming more important
• Social Media is surging
75. REASONS MEMBERS JOIN
2013
(n = 693)
2012
(n = 684)
2011
(n =
641)
2010
(n = 400)
2009
(n =
303)
Networking with others in the field 24% 22% 25% 24% 22%
Access to specialized and/or current
information
13% 12% 14% 13% 23%
Advocacy 8% 12% 10% 11% N/A
Learning best practices in their profession 8% 7% 7% 9% 8%
Continuing education 7% 8% 7% 11% 5%
Conferences/trade shows 6% 4% 5% N/A N/A
Accreditation or certification 4% 5% 4% 4% 2%
Discounts on products or meeting
purchases
4% 5% 5% 6% 9%
Association publications 4% 4% 3% 6% 3%
Prestige of belonging to the association 4% 4% 5% N/A N/A
Access to industry thought leaders 2% 2% 1% N/A N/A
Advancing in their position 2% 2% 2% 2% 4%
Members-only education 2% 2% N/A N/A N/A
Access to career resources 1% 1% 1% 3% 1%
Access to industry benchmark studies 1% 1% 1% 1% N/A
Insurance (Affinity programs) 1% 1% 1% N/A N/A
Not sure 1% 1% 1% 2% N/A
Other 7% 6% 8% 9% 10%
76. TOP 10 - HOW MEMBERS INITIALLY DISCOVER YOUR ASSOCIATION
2013
(n = 690)
Word-of-mouth recommendation 86%
Association website 80%
Email 66%
Promotion to/at your own conferences/conventions 55%
Association-sponsored social networking websites (e.g., Facebook, LinkedIn) 54%
Local events/meetings 52%
Association-sponsored events 48%
Cross-sell to non-members who buy your products or attend your conferences 47%
Direct mail 44%
Search engines (organic) 42%
Exhibiting at other conferences 41%
Advertising in your own publications 36%
Chapters 36%
Public relations 30%
Advertising in outside publications 25%
Personal sales calls 23%
Job board 21%
Accreditation promotion 15%
Search engines (paid or pay-per-click) 12%
Telemarketing 9%
Paid banners on other websites 9%
QR codes 8%
Mobile apps 7%
Radio or TV 4%
Texting 1%
Do not know 1%
Other 9%
77. METHODS FOR CREATING AND MAINTAINING ASSOCIATION AWARENESS
2013
(n =691)
2012
(n = 683)
2011
(n = 638)
2010
(n =
405)
2009
(n = 599)
Association website 86% 92% 87% 88% 85%
Email 81% 94% 71% 67% 61%
Word-of-mouth recommendations 79% 83% 90% 91% 77%
Association-sponsored social networking sites (e.g.,
Facebook, LinkedIn)
74% 71% 51% 56% 35%
Promotion to/at your own conferences/ conventions 69% 79% 65% 66% 65%
Association-sponsored events 59% 68% 57% 56% 37%
Advertising in your own publications 56% 72% 48% 56% 51%
Direct mail 56% 69% 62% 66% 76%
Local events/meetings 53% 60% 53% N/A N/A
Exhibiting at other conferences 49% 61% 50% 51% 53%
Cross-sell to non-members who buy your products or attend your
conferences
48% 61% 56% 59% 52%
Public relations 48% 61% 40% 39% 29%
Search engines (organic) 40% 48% 45% 47% 34%
Chapters 40% 42% 38% 46% 39%
Advertising in outside publications 32% 47% 31% 31% 28%
Job board 30% 39% 24% 23% 23%
Personal sales calls 24% 32% 25% 22% 24%
Accreditation promotion 20% 24% 18% 20% 14%
Mobile apps 15% 20% N/A N/A N/A
Search engines (paid or pay-per-click) 14% 20% 14% 20% 8%
QR codes 13% 30% N/A N/A N/A
Telemarketing 12% 22% 16% 18% 18%
Paid banners on other websites 12% 21% 12% 13% 12%
Radio or TV 8% 15% 7% 5% 7%
Texting 2% 6% N/A N/A N/A
Other 3% 3% 4% 3% 3%
Do not know 1% 1% 0% 0% 1%
78. Most effective channels for
RECRUITMENT are:
– Word of mouth
– Email
• Personal Sales calls for Trade Associations
– Association Web Site
– Direct Mail
79. Definition:
The process of moving members from observers into users of
the products and services made available by your organization
and strengthening their emotional, psychological or physical
investment.
Strategy:
1. Conversion of New Members
2. Usage and Interaction
3. Value through Relevance
4. Score Engagement
Engagement Strategy
80. Definition:
The process of confirming the value that has been delivered
to the member over the past year and requesting the
continuance of the relationship.
Strategy:
1. Renewal Frequency and Timing
2. Data Driven Personalization
3. Payment Options
Renewal Strategy
81. COMMUNICATION METHODS USED TO ONBOARD NEW MEMBERS
2013
(n = 693)
2012
(n = 685)
2011
(n =
643)
2010
(n = 402)
2009
(n =
337)
Email welcome 79% 72% 71% 72% 62%
Mailed welcome kit 60% 64% 67% 68% 83%
Membership card or certificate 51% 51% 51% 59% 58%
Volunteer or staff welcome phone call 31% 29% 30% 32% 26%
New member introductory email series 28% 25% 25% 27% 14%
Special discounts on purchases 23% 24% 23% 23% 17%
Invite to chapter meeting 23% 22% 18% 25% 23%
In-person new-member reception or orientation 21% 25% 23% 20% 19%
New member newsletter (print or electronic) 16% 16% 15% 20% 11%
New member survey 15% 16% 17% 18% 20%
New member gift (e.g., gift card, calendar, notepad) 12% 12% 11% -- --
New member webinars 10% 9% N/A N/A N/A
Custom new member renewal series 9% 10% 10% 11% 7%
Telemarketing welcome phone call 9% 10% 12% 10% 4%
Early or “at-birth” renewal 4% 4% 5% 4% 2%
No special communication 3% 3% 2% 2% 2%
Other 5% 3% 5% 5% 8%
82. Definition:
The process of defining the where the breakdown
occurred in the membership relationship and
restoring former participants to a paid status. A
“winback” or reinstatement strategy helps to
reconnect former members.
Strategy:
1. Never Give Up on Lapsed Members
2. Messaging Should Recognize their Status
3. Conduct Lapsed Member Research
Reinstatement Strategy
So where else can you find membership vital signs. You can keep track of your own data, but it also helps to compare with other organizations. I recommend the Membership Marketing Benchmarking Report as a source and will use it here.
The system view that I want to use today in discussing diagnosing and solving your membership marketing challenges is something I call the Membership Lifecycle.
Let me describe this membership system.
Take full advantage of the channels available to you.
Cite report – association website, word of mouth and emails are how “members discover your association.”
PPC & Content Network Ads. Google gives you the ability to display your ads based on geography and time of day
We can tell from her status that Whitney Grones is interested in flying.
LinkedIn allows you to deliver advertising only to people with certain qualifications or titles, people with specific job functions, and/or people specifying a particular skill set.
This makes the advertising spending very efficient, and fast movers can also take advantage of the current low prices on the platform.
LinkedIn Groups draw users back for longer sessions, and this can be a great way to reach targeted individuals while they are considering business issues and topics in the group setting.
How do you reach the estimated 3.1 million nurses in the US? PPC & Content Network Ads. Google gives you the ability to display your ads based on geography and time of day
I am sometimes surprised that organizations do not have a recruitment plan – or it is so complicated they never executive it. Here is a tool to put a plan together in very rapid and useful fashion.
Example, you can probably put former members in at the top of your market segment pyramid and can use a full portfolio of channels to reach them.
Many organizations sub-optimize results by not testing and tracking by up to 1,000%.
One client has gone from 39,000 to 270,000 members. The highest leverage tactic they have used to achieve this growth is a robust testing program. They test everything.
• The average first year member renewal rate for individual membership organizations this past year was 64% and the average first year renewal rate for trade or organizational memberships was 78%. How does your organization compare?
Relevant communications are key. Don’t overwhelm members with volume of communications that do not apply to their interests.
Tip-on to remind members of benefits.
INDIVIDUAL MEMBERSHIP ORGANIZATION: Organizations that have between 7 and 15 contacts in their renewal series were more likely to see higher renewal rates.
Research showed that the $225 price tag for dues was an impediment for members – who paid dues out of their own pocket -- to join.So we built a head to head acquisition test for this organization.
The control offer with the $225 price went to 37,640 prospects and the same package offering the additional option of an automatic credit card payment of $18.75 a month went to 37,623 prospects. The control package generated 436 new members for a 1.16% response rate. However, the test package with the installment option produced 657 members for a 1.75% response rate. The next question was how will members who select the monthly installment renew compared to members who pay up front. Our latest data reports on members who renewed on time. The on time renewal rate for members NOT on the installment plan is 55.7%. However, the on time renewal rate for members participating in the installment plan is 82.0%. The non-installment member rate will probably rise to 70% when late renewal payments are included. But even when late payments are included, a potential twelve point lift in renewals is a major improvement.
Associations who say that they “continue indefinitely to contact lapsed members” are more likely to have renewal rates over 80%, have seen membership increase in the past year, have seen membership increase over the past five years, and have renewal rates increase in the past year.
Usage and Interaction – Member involvement and usage are the best levers for engagement.
Value through Relevance – Providing lots of communications that are not targeted are relevant to a member can cause disengagement. Let behavior drive your communications strategy.
Score Engagement – Define the measurable behaviors that indicate engagement (i.e. transactions, website usage, email behavior, volunteering).
Renew Frequency and Timing – How often and when.
Channels – Use all of the tools that are available to you for retention
Budget – Most organizations under-spend on renewals.
Payment – Offering automatic credit card or EFT renewal, turns renewals from an opt-in decision to an opt-out action.
Offers – This is highly debated, but some organizations have great success with giving incentives for early renewals.
Personalization – Adding personalized messages to renewal efforts like, “because of your membership, you saved $50.00 on your product purchases this year.” Or, “we had some success on the legislative issue you were most concerned about.”
Never Give Up on Lapsed Members – Lapsed members are almost always the most economical members reach out to for membership.
Messaging Should Recognize their Status – For many groups, former members are very likely to rejoin an organization, but messaging should be different than what is communicated to “never members”
Conduct Lapsed Member Research – When members leave they highlight a breakdown in the membership system. Conducting research to understand why members do not continue with an organization will impact all parts of the membership lifecycle
