Many organizations are starting to put together their membership recruitment plans for 2012. If you are about to start your plan, can I encourage you to step back and take a look at the big picture before you get into the details.
When planning for recruitment, I think that there are five major areas to consider. If you get these right, you are in pretty good shape. So here they are:
- The Target Market – who you want to reach – this includes determining what are your primary
markets and acquiring or building lists of these prospects.
- The Membership Offer – what a member will receive – this includes how you package your membership product and what special offers you will make in your promotions to attract new members.
- The Marketing Message – why a member should join – this includes defining your value proposition and presenting solutions and benefits to members that are compelling.
- The Promotional Tactics – how a member will be reached – this includes selecting the best marketing channels like personal sales, direct mail, email, telemarketing, etc. and the frequency and timing of promotions.
- The Testing and Tracking – where to take future efforts – this includes trying variations of the four points listed above and recording which lists, offers, messages, and channels produce the best ROI and number of new members.
Even if you are an experienced marketing pro, take a moment now to look at your membership program. Chances are one of these five points is underdeveloped in what you are doing and could have big results with some additional focus.