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Need to grow your membership base? Remember that there is more than one channel and that limited staff resources should not limit your success. Start simple and grow bigger... but don't forget to including a continual marketing & communications aspect to your membership program for greater success.
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:to foster the growth of {membership}
Membership Cultivation
Carolyn Baltz & Paul Prewitt
Membership CultivationOur goal is membership growth!
Today
Tomorrow
The Next
Things you should know upfront.Ground Rules
Our current focus is RETENTION
Include a multi channel marketing approach
Driven by Automation (limit staff resources needed)
Geographically segmented communications
Enhancing MEMBER communications
Tailored messaging features (COMPS, FS, etc.)
Simplified one-to-one communications
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KISS: so that it can be used for other implementations (student programs, donor relations, programs, etc.)
Getting the Renewal
There is more than one way.
Results taken from the Arkansas Alumni Association’s June 2010 Membership Satisfaction Survey
• Mail Renewal Process37% of members say they want a snail mail notice
We are doing well here
• Email Renewal Process81% of members say they want an email reminder
It can also help save on printing & postage costs
• Auto Renewal Process1% of members say they want an auto renewal option
We are working to make this easier for all
Make it easy for them. There is more than one way.How Members Want Renewal Notices
Integrating with email …New Renewal Process
1First NoticeSent 1st Monday of month prior to renewal date
Mail Process
Pre-Renewal Notice Sent two weeks prior to 1st Notice
Email Process
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Second NoticeSent one week prior to print notice2
Third NoticeSent one week prior to print notice3
Fourth NoticeSent one week prior to print notice4
Fifth NoticeSent one week prior to print notice5
2Second NoticeSent 4th Monday of month prior to renewal date
3Third NoticeSent 2nd Tuesday of month of renewal date
4Fourth NoticeSent last Thursday of month of renewal date
5Fifth NoticeSent 3rd Monday one month after expiration
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Appeal Process (not in this presentation)
Sixth NoticeSent two week prior to print letter6 6
Non-Renewal LetterSent one month after inactive status
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Renewal Samples
Emails Mail
Why Did I Join
People may forget but we can change that.
• Welcome & Thank You MessageCurrently the first communication a member receives is 2 weeks after they join.
Email gives us the option to bridge the gap.
• Get Engaged Message23% of members are NOT in active alumni group area
We need to communicate with all of our members
• Membership Satisfaction SurveyHow can we improve what we are doing?
What better way to find out then to ask them.
Strategically communicating to build better relationships.Communicating With Our Members
The pros & cons to both options.Welcome & Thank You Message
Email Process
Due to uncontrollable limitation we are required to wait before we can mail the membership letter & member card.
Snail Mail Delays Holiday Delays Data Delays
There is the potential of a 2 week delay before membership welcome & card is sent out.
Mail Process
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Members could be receiving marketing or promotional material prior to receiving any thank you or welcome message.
This can hurt the relationship.
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No Delays (outside our control) Sent day after membership is
processed Before any other email communication
This would help us improve the relationship by allowing us to set the members expectations, informing them of what to expect and when.
Negative is that we don’t have emails for everyone. We are working on fixing this.
Phone calls ??
Welcome Message Samples
EmailsMail
Engaging members with the AssociationGet Engaged Message
1We can use a canned volunteer feature to promote getting active locally.
Get Connected with a Person
Using GLS targeting we can customize events & news that is most relevant to them.
Events & News
3Most importantly we can include relevant member benefits and news of importance.
Membership Benefits
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Triggered Automatically
Tailored by GLS
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Quick Polls
Interactive user engagement tools. Integrated With RSS Feeds
Personalized to Recipient
Tell us how we are doing & what else we can do.Membership Satisfaction Surveys
Tell members that their feedback was useful and that they have helped improve the Arkansas Alumni Association.
Analize results and implement
fixes as needed.
Collect Data
Design Survey
(10-15 brief questions)
Survey could be repeated multiple times a year.
To make sure that we don’t leave anyone behind and are communicating with all members there is the potential need for one-to-one personalized phone communications.
Pros:Non-solicitation calls are typically
received positively.Greater probability that they will
remember and/or take action. If email and mail goes in the trash there
has to be another way to reach out.
Cons:Requires human resource due to time
commitment
No member left behind.Phone Call Options
Phone
Phone calls are the last option but not forgotten.
We just like flow charts too much.Member Communications Cycle
Selective Phone Calls for
Engagement
Survey
Get Engaged Message
Publish
Results
Welcome Message
This section is repeatable throughout the life of the membership.
When membership gets one month prior to expiration date we switch to the “new renewal process”.
Monthly, Quarterly, TBD
Together we will improve and see membership grow!Membership Cultivation
Please remember this is an evolving model and is not complete or set in stone!
We need your help to make it happen!
• Carolyn BaltzAssistant Director, Alumni [email protected]@ckbaltz
• Paul PrewittElectronic Communications [email protected]@paulprewitt
THANK YOU!
