MGI Tipster Volume 9, Issue 2

February 3, 2010   |   Vol. 9   |   Issue 2

A 360° VIEW OF THE MEMBERSHIP PROCESS

Every month in the MGI Tipster™ we use the MGI Membership Lifecycle™ and its individual segments as a framework to provide readers further insight into the membership process.

Electronic communications channels play an important role in today’s member lifecycle, so this month we include several articles on optimizing Web presence and email performance.

The MGI Membership Lifecycle

Make your website so valuable to visitors that they will give you something in return for the content you’re providing. Here are seven helpful tips for converting online browsers into membership prospects.
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With so many of your prospective members searching online for content and expertise similar to what your association provides, it’s critical that your website be designed with search engine optimization in mind.
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Evangelism can exist outside of a religious context. Learn how an association can use its own members to spread the membership word and why it’s in members’ best interests to make the effort.
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Personas can effectively help your organization better define and connect with audiences you want to target. See how some savvy marketers are creating and using personas to shape messaging and marketing strategies.
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To persuade individuals in social media communities to interact and engage with you, make sure value is top of mind when you’re developing content; otherwise, you may find your search engine rankings going in a direction opposite the one you had hoped.
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One of the greatest challenges with email marketing is cutting through the noise and clutter so you can reach your target audience and be certain that your emails are relevant and worth reading. Here are six ways to improve email performance.
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Minimizing membership “churn” is critical to the good health of any organization. Review key points and strategies that can help you evaluate your organization and ensure it remains vital and valuable to your members.
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The length of your organization’s member grace period could be skewing your membership numbers and the accuracy of your data—not to mention eroding the perceptions of your members. Read why being lax on renewals could be hurting your organization.
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What others say about your organization can be far more valuable than anything you could say about it. Find out how to collect great testimonials and then learn what you can do to make them even better.
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What others say about your organization also can be harmful. Discover why it’s not only smart to monitor social media, but why it’s incumbent on your organization to do so.
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