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Connect with Caroline Kealey at Ingenium Communications: WEBSITE: http://www.ingeniumcommunications.com TWITTER: @CarolineKealey SUBSCRIBE to the Results Map Blog: http://www.resultsmap.com/category/blog/
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DRIVING BUSINESS PERFORMANCE
THROUGH MEMBER COMMUNICATIONS
1
INDUSTRY CONTEXT
THE END OF
MEMBERSHIP AS WE KNOW IT
COMMUNICATIONS PERFORMANCE
2
THINKING ABOUT THE PRODUCT
WHAT IS YOUR CUSTOMER
REALLY BUYING?
“THERE IS ONLY ONE WAY OUT OF THIS MESS: OUTCOME-BASED MEMBER BENEFITS” - Sarah Sladek
MEMBER BENEFIT MATRIX
- ASAE, 2011
1
2
3
4
5
6
7
8
9
1 2 3 4 5 6 7 8 9
MOST SOME LESS
MO
ST
SOM
E LESS
Problem Solving
Emo
tion
al
Optimal Position
3
BUILDING RELATIONSHIPS & RELEVANCE
17
INFORMATION
E
O I
O
N
M
VALUE
CONTENT
RELATIONSHIP
RETENTION/ RECRUITMENT
PROPOSITION
PLAN TO
SUCCEED
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