Entice, Enlist Enthrall:
Getting and Keeping Members in a
Multi-Channel World
Michelle Conklin, Executive Director
Tucson Botanical Garden
Bob Mermelstein, Chief Financial Officer
Phipps Conservatory ...
Entice…
The Garden
Flower Shows
Exhibitions
Benefits
Offers
Your Mission
Entice…
Your Garden
The Conservatories
Gardening
Plants
Entice…
Events
Flower Shows
Exhibitions
Experiences
Entice…
Benefits
Free Admission
Free Parking
Discounts
Entice…
Offers
Dollars off
2 Months Free
A Tote Bag
Entice…
Your mission
Research
Conservation
Saving Plants from Extinction
Enlist….
On-Site Sales
Direct mail
Telephone
Email
Social Media
On-Site Sales
Most popular method of gaining new members
Most cost effective
Everyone can do
Convert 2% to 4% of visitors ...
Direct Mail
Still works!
Second to on-site sales
in terms of new
member volume
Components: lists,
offer, creative
Timing
E...
Enlist….
Telephone…
Still relevant, but with challenges
Renewals
Lapsed recapture
Capital campaign inclusion
Enlist….
Email
Social Media
Enthrall….
Experiences
Communications
Customer Service
Enthrall….
Experiences
Member Only Events
Previews
Tours and Travel
Spring flowers!
Special traveling exhibitions
Enthrall….
Communications
Enthrall….
Customer Service
Enlist….
No longer can an organization rely solely on a single
marketing activity to drive membership.
On-site Sales
Direc...
Enlist….
Your secret weapon…
Time with mail campaigns
Content strategy
Call to action
List building
Testing
Expanded email...
Enlist….
Facebook is king…
Organic reach has been
greatly diminished
Advertising
CRM retargeting
Website retargeting
Time-...
Enlist….
Enlist….
Enlist….
Use social contests to generate rapid visibility and
email capture
Expand reach and deepen engagement
Increase th...
Enlist….
Social media…
Enlist….
Social media contests…
Enlist….
Social media contests…
Enlist….
Social media contests…
Enlist….
Mobile is no longer a trend.
Offers
Geo-fencing
In-app advertising
Apps
Text-to-give
Enthrall….
Leveraging loyalty programs...
Capture contact info
Track activity
Encourage repeat visits
Engage on site and
o...
Enthrall….
18 to 29-year olds are more likely to use a brand’s
social media site for customer service interactions
(43%) ~...
Source: Nielsen, 2012; Oracle, 2012;
Edison Research, 2012
32% of social
users expect a
response within
30 minutes
1 in 3 ...
Enthrall….
Millennials…or the future of your membership
program
Crave community
High tech – high touch
Instant gratificati...
Enthrall….
Marketing automation is the future.
Member communications
Automated renewals
Personalized content
Customized ev...
It is increasingly difficult to attain long-term financial
sustainability. Botanical Gardens and nonprofits, generally,
ne...
7,292
8,986
13,009
6,000
7,000
8,000
9,000
10,000
11,000
12,000
13,000
14,000
Phipps Member Households
May 2010 - May 2015...
$601,846
$651,391
$686,752
$912,091
$1,070,275
$1,145,159
$500,000
$600,000
$700,000
$800,000
$900,000
$1,000,000
$1,100,0...
AWARENESS
The Phipps Membership Lifecycle…
How do we get prospective
members to discover Phipps?
We want to develop a rela...
AWARENESS
The Phipps Membership Lifecycle…
Events centered around the wants
of our members. Also, targeting
young professi...
AWARENESS
The Phipps Membership Lifecycle…
Member exclusive events (Peek
Behind the Petals, Members’ Night)
Member preferr...
AWARENESS
The Phipps Membership Lifecycle…
Over 50% of our renewals come
through the Welcome Center
Focus on renewal of 1s...
AWARENESS
The Phipps Membership Lifecycle…
We try to use a major
event/happening as an impetus to
rejoin
Should be part of...
Entice…
Know who you’re enticing and structure your
membership program around that
Young families
Empty nesters
Retirees
C...
Entice…
What are we selling?
Seasonal Flower Shows
Center for Sustainable Landscapes
SEED Classroom
Free admission for 1 y...
Enlist…
Majority of new members join onsite (79%)
Commission to Guest Associates for selling new
memberships ($3 - $6/per)...
Enthrall...
Personal touch: “Meet Your Concierge Team”
Personal response to all emails/voicemails from a
member of our mem...
Phipps Membership Web Page
Virtual Member
Card
Website and Facebook posts about Jazz
in the Garden and Peek Behind the
Petals
Renewal email signed by Membership Manager
Deep
roots
reaching
back to
the 1920’s
5 ½ Acres
18 Display Gardens
Indoor Tropical Butterfly House
Outdoor Garden Railway
Café
2 Gift Shops
Gallery
Weird Plant Sale
Luninaria Nights
SAVOR Food Festival
GrowDown Garden
Competition
Ultimate Garden Tour
Feast of the Dearly...
1982 -10 members
1983 - $1.00
Admission Fee on an
honor basis.
4,200 Households
$13/$9 Admission
2013
3,100 Household
Tucson Botanical Gardens
Member Households 1985 - 2013
Raiser’s Edge
Butterfly
Exhibit
Economy
Crash
The Plan….
Create a Compressive Acquisition Campaign
Direct Mail
Telefunding
Lapsed Donors
Build Annual Fund
Expand Outrea...
The Budget….
2013 $10,000 General Operating Support Grant
“Support, Strengthen and Build Capacity”
This Grant Will Fund…
T...
The Plan….
Create a Compressive Acquisition Campaign
Direct Mail
Telefunding
Lapsed Donors
Build Annual Fund
Expand Outrea...
Direct Mail….
Mail to all non-renewing members in database
Create an Incentive
Inexpensive
Can’t Refuse
P.S.
“If we don’t ...
June - August
New Member Category….
$20 Dog Membership includes…
Unlimited Summer Admission (Regular
Dog Admission is $3 per visit)
Special Canine Membership ...
New Member Category….
$9,401.00
182 Donors
224 Gifts
Outreach….
Sales Table at all Garden Events
Tucson’s Top Three Community Events
Telefunding….
THE DISCUSSION
The Opposition….
Telemarketers – Hate em!
Too many telefunders
We ask too often
I hate getting phone calls during dinner
I...
Phone calls can build relationships
Better than online and direct mail fundraising
If done right: Donor is grateful to hea...
The Discussion Continues….
Timeline
Phone Append
Write Scripts
Train the Staff
Schedule Staff
Listen and Evaluate
Adjust C...
Can we, really?
Timeline
Phone Append
Write Scripts
Train the Staff
Schedule Staff
Listen and Evaluate
Adjust Campaign as ...
Telefunding campaign
Goal Actual
% of those that said “Yes” 12%
% of Credit Card Purchases 60%
% of those that pledged 40%...
Telefunding campaign
EXPENSE
Outside Consultant $ 6,500
Direct Mail $ 2,800
Postage $ 600
TOTAL EXPENSE $ 9,900
INCOME
Dir...
Retention…
Welcome Center Opens 9/1/15
Reason for success…
Right person asks
the right person for
the right amount for
the right project in
the right place at
th...
Reason for success…
The Six “Rights”
Efficiently Run Campaign
Tight Timeline
Great Incentive
2150 N. Alvernon Way
Tucson, Arizona
(520) 326-9686
www.tucsonbotanical.org
3868 Russell Boulevard
St. Louis, MO 63110
(52...
2015 APGA Conference Entice Enlist Enthrall - Membership Marketing and Engagement
2015 APGA Conference Entice Enlist Enthrall - Membership Marketing and Engagement
2015 APGA Conference Entice Enlist Enthrall - Membership Marketing and Engagement
2015 APGA Conference Entice Enlist Enthrall - Membership Marketing and Engagement
2015 APGA Conference Entice Enlist Enthrall - Membership Marketing and Engagement
2015 APGA Conference Entice Enlist Enthrall - Membership Marketing and Engagement
2015 APGA Conference Entice Enlist Enthrall - Membership Marketing and Engagement
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2015 APGA Conference Entice Enlist Enthrall - Membership Marketing and Engagement

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Membership Marketing for Botanical Gardens, Acquiring and Servicing members with direct mail, telemarketing, social media, digital marketing, two successful garden case studies

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2015 APGA Conference Entice Enlist Enthrall - Membership Marketing and Engagement

  1. 1. Entice, Enlist Enthrall: Getting and Keeping Members in a Multi-Channel World
  2. 2. Michelle Conklin, Executive Director Tucson Botanical Garden Bob Mermelstein, Chief Financial Officer Phipps Conservatory and Botanical Gardens Dana Hines, President and CEO Membership Consultants Rosie Siemer, Founder + CEO Fiveseed, Inc. Entice, Enlist Enthrall: Getting and Keeping Members in a Multi-Channel World
  3. 3. Entice… The Garden Flower Shows Exhibitions Benefits Offers Your Mission
  4. 4. Entice… Your Garden The Conservatories Gardening Plants
  5. 5. Entice… Events Flower Shows Exhibitions Experiences
  6. 6. Entice… Benefits Free Admission Free Parking Discounts
  7. 7. Entice… Offers Dollars off 2 Months Free A Tote Bag
  8. 8. Entice… Your mission Research Conservation Saving Plants from Extinction
  9. 9. Enlist…. On-Site Sales Direct mail Telephone Email Social Media
  10. 10. On-Site Sales Most popular method of gaining new members Most cost effective Everyone can do Convert 2% to 4% of visitors to members Best practices Enlist….
  11. 11. Direct Mail Still works! Second to on-site sales in terms of new member volume Components: lists, offer, creative Timing Expectations Enlist….
  12. 12. Enlist…. Telephone… Still relevant, but with challenges Renewals Lapsed recapture Capital campaign inclusion
  13. 13. Enlist…. Email Social Media
  14. 14. Enthrall…. Experiences Communications Customer Service
  15. 15. Enthrall…. Experiences Member Only Events Previews Tours and Travel Spring flowers! Special traveling exhibitions
  16. 16. Enthrall…. Communications
  17. 17. Enthrall…. Customer Service
  18. 18. Enlist…. No longer can an organization rely solely on a single marketing activity to drive membership. On-site Sales Direct Mail Telemarketing Email Social Media & Mobile Digital Advertising Loyalty
  19. 19. Enlist…. Your secret weapon… Time with mail campaigns Content strategy Call to action List building Testing Expanded email programs
  20. 20. Enlist…. Facebook is king… Organic reach has been greatly diminished Advertising CRM retargeting Website retargeting Time-bound offers Cover photo Join tab
  21. 21. Enlist….
  22. 22. Enlist….
  23. 23. Enlist…. Use social contests to generate rapid visibility and email capture Expand reach and deepen engagement Increase the number of email subscribers Capture one-to-one contact info and create a path to membership Expose member prospects and potential donors to mission messaging Connect emotionally with audiences and capture personal stories Garner media attention
  24. 24. Enlist…. Social media…
  25. 25. Enlist…. Social media contests…
  26. 26. Enlist…. Social media contests…
  27. 27. Enlist…. Social media contests…
  28. 28. Enlist…. Mobile is no longer a trend. Offers Geo-fencing In-app advertising Apps Text-to-give
  29. 29. Enthrall…. Leveraging loyalty programs... Capture contact info Track activity Encourage repeat visits Engage on site and online Reward members
  30. 30. Enthrall…. 18 to 29-year olds are more likely to use a brand’s social media site for customer service interactions (43%) ~ J.D. Power and Associates The number of questions asked on brand pages on Facebook has increased by 85% over the last year. ~ Social Bakers 57% expect the same response time at night and on weekends as during normal business hours ~ Edison Research
  31. 31. Source: Nielsen, 2012; Oracle, 2012; Edison Research, 2012 32% of social users expect a response within 30 minutes 1 in 3 social media users prefer social media over phone for customer service 53% of Twitter users expect a response within 1 hour Enthrall….
  32. 32. Enthrall…. Millennials…or the future of your membership program Crave community High tech – high touch Instant gratification Expect real-time communication 72% want to spend money on an experience Support issues, not organizations Want VIP treatment and recognition Support issues, not organizations Things they like: discounts, contests, games, celebrity endorsements, relatable characters, visual content
  33. 33. Enthrall…. Marketing automation is the future. Member communications Automated renewals Personalized content Customized event invitations
  34. 34. It is increasingly difficult to attain long-term financial sustainability. Botanical Gardens and nonprofits, generally, need to remain focused on maintaining the… “Iron Triangle” Organizational Capacity Financial Capacity Mission and Program
  35. 35. 7,292 8,986 13,009 6,000 7,000 8,000 9,000 10,000 11,000 12,000 13,000 14,000 Phipps Member Households May 2010 - May 2015 Changed Membership Structure & Rate Increase 9/2012
  36. 36. $601,846 $651,391 $686,752 $912,091 $1,070,275 $1,145,159 $500,000 $600,000 $700,000 $800,000 $900,000 $1,000,000 $1,100,000 $1,200,000 2010 2011 2012 2013 2014 2015 Phipps Member Revenues 12-Month's Ended May 31 Changed Membership Structure & Rate Increase 9/2012
  37. 37. AWARENESS The Phipps Membership Lifecycle… How do we get prospective members to discover Phipps? We want to develop a relationship with prospects so that membership becomes a natural consequence. Direct mail acquisition, Bring a Friend Day, We Our Members
  38. 38. AWARENESS The Phipps Membership Lifecycle… Events centered around the wants of our members. Also, targeting young professionals. Direct mail acquisition is key to finding new members. We don’t place much emphasis on promotions.
  39. 39. AWARENESS The Phipps Membership Lifecycle… Member exclusive events (Peek Behind the Petals, Members’ Night) Member preferred events (Jazz in the Garden, Glasshouse Happy Hour) Member concierge
  40. 40. AWARENESS The Phipps Membership Lifecycle… Over 50% of our renewals come through the Welcome Center Focus on renewal of 1st year members. Huge disparity of renewal rates for 1st year members and longer term members. Approach to “touching” members about renewal is key. How long have you been doing what you’re doing?
  41. 41. AWARENESS The Phipps Membership Lifecycle… We try to use a major event/happening as an impetus to rejoin Should be part of your direct mail acquisition campaign.
  42. 42. Entice… Know who you’re enticing and structure your membership program around that Young families Empty nesters Retirees College students Millennials Understand the ramifications of offers…good, bad or indifferent Discounts Reciprocal memberships Extra months (“drop dead deal”)
  43. 43. Entice… What are we selling? Seasonal Flower Shows Center for Sustainable Landscapes SEED Classroom Free admission for 1 year Quarterly members-only magazine Member-exclusive events Peek Behind the Petals Members’ Night (Spring Show Preview) Tour of Production Greenhouses (higher level members) Jazz in the Garden (member preferred) Discounts in Gift Shops, Education classes
  44. 44. Enlist… Majority of new members join onsite (79%) Commission to Guest Associates for selling new memberships ($3 - $6/per) Up to 7 days to receive credit for admission Conversion rate Combination of email/social media to alert members/non-members about upcoming events Easy to navigate website Phipps Virtual Member Card
  45. 45. Enthrall... Personal touch: “Meet Your Concierge Team” Personal response to all emails/voicemails from a member of our membership team E-blasts are signed with Membership Manager’s signature Quick turnaround on getting cards out to new/renewed members Phipps Virtual Member Card to launch shortly Look closely at Member benefits Renewal rate: 68.1% overall (goal 70%), 74.7% multi year (goal 75%), 42.6% 1st year (goal 45%)
  46. 46. Phipps Membership Web Page Virtual Member Card
  47. 47. Website and Facebook posts about Jazz in the Garden and Peek Behind the Petals
  48. 48. Renewal email signed by Membership Manager
  49. 49. Deep roots reaching back to the 1920’s
  50. 50. 5 ½ Acres 18 Display Gardens Indoor Tropical Butterfly House Outdoor Garden Railway Café 2 Gift Shops Gallery
  51. 51. Weird Plant Sale Luninaria Nights SAVOR Food Festival GrowDown Garden Competition Ultimate Garden Tour Feast of the Dearly Departed Family Days…
  52. 52. 1982 -10 members 1983 - $1.00 Admission Fee on an honor basis. 4,200 Households $13/$9 Admission 2013 3,100 Household
  53. 53. Tucson Botanical Gardens Member Households 1985 - 2013 Raiser’s Edge Butterfly Exhibit Economy Crash
  54. 54. The Plan…. Create a Compressive Acquisition Campaign Direct Mail Telefunding Lapsed Donors Build Annual Fund Expand Outreach
  55. 55. The Budget…. 2013 $10,000 General Operating Support Grant “Support, Strengthen and Build Capacity” This Grant Will Fund… TBG first telefunding campaign to recapture lapsed members, which will build capacity and strengthen our organization.
  56. 56. The Plan…. Create a Compressive Acquisition Campaign Direct Mail Telefunding Lapsed Donors Build Annual Fund Expand Outreach
  57. 57. Direct Mail…. Mail to all non-renewing members in database Create an Incentive Inexpensive Can’t Refuse P.S. “If we don’t hear from you, someone will call you to follow up.”
  58. 58. June - August New Member Category….
  59. 59. $20 Dog Membership includes… Unlimited Summer Admission (Regular Dog Admission is $3 per visit) Special Canine Membership Card with Attachable Collar Ring Sibling Dog Memberships for an additional $10 New Member Category….
  60. 60. New Member Category…. $9,401.00 182 Donors 224 Gifts
  61. 61. Outreach…. Sales Table at all Garden Events Tucson’s Top Three Community Events
  62. 62. Telefunding…. THE DISCUSSION
  63. 63. The Opposition…. Telemarketers – Hate em! Too many telefunders We ask too often I hate getting phone calls during dinner I hang up on those people It won’t work
  64. 64. Phone calls can build relationships Better than online and direct mail fundraising If done right: Donor is grateful to hear from you and you can’t get them off the phone Very personal to the donor Boost direct mail response quickly The Reality….
  65. 65. The Discussion Continues…. Timeline Phone Append Write Scripts Train the Staff Schedule Staff Listen and Evaluate Adjust Campaign as needed Produce Daily Reports Compile Lists Lapsed Members Garden Events Member Benefits Review Script Listen in! Follow up Members Pledges Thank You’s “We can do this ourselves”
  66. 66. Can we, really? Timeline Phone Append Write Scripts Train the Staff Schedule Staff Listen and Evaluate Adjust Campaign as needed Produce Daily Reports Compile Lists Lapsed Members Garden Events Member Benefits Review Script Listen in! Follow up Members Pledges Thank You’s
  67. 67. Telefunding campaign Goal Actual % of those that said “Yes” 12% % of Credit Card Purchases 60% % of those that pledged 40% Average renewal amount Contact Rate Number of Calls 2,000 Number of calls completed Number of Hours Contracted 163 Total Number of Renewing Members 24% 67% 33% $45.13 70% 1,500 out of 2,000 163 394
  68. 68. Telefunding campaign EXPENSE Outside Consultant $ 6,500 Direct Mail $ 2,800 Postage $ 600 TOTAL EXPENSE $ 9,900 INCOME Direct Mail $ 9,805 Phone Calls $ 7,925 GOS Grant $10,000 TOTAL INCOME $27,730 LESS GOS GRANT ($10,000) Profit $17,730
  69. 69. Retention…
  70. 70. Welcome Center Opens 9/1/15
  71. 71. Reason for success… Right person asks the right person for the right amount for the right project in the right place at the right time.
  72. 72. Reason for success… The Six “Rights” Efficiently Run Campaign Tight Timeline Great Incentive
  73. 73. 2150 N. Alvernon Way Tucson, Arizona (520) 326-9686 www.tucsonbotanical.org 3868 Russell Boulevard St. Louis, MO 63110 (520) 326-9686 www.membership-consultants.com Denver, CO 303-880-7105 www.fiveseed.com One Schenley Park Pittsburgh, PA 15213 (412) 622-6915 phipps.conservatory.org

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