Blog

  • Yes, marketing is working. It’s just a matter of how, what, and where.

    We’re being asked, “So what’s working?” on a daily basis. As associations strive to keep revenue coming in the door while being sensitive to the challenges their members and prospects are facing, marketing efforts are still realizing good results.

    Here’s what we’re seeing work:

    Telemarketing. People are eager for human connection, and we’re seeing it reflected in our telemarketing efforts. MGI’s telemarketing team is seeing higher contact rates; even or increased close rates; and a willingness and desire to engage in conversation.

  • Five Email Marketing Tips to Use Right Now

    There continues to be a lot of uncertainty about what business will look like short-term and long-term. An initial reaction by many marketers during this volatile and uncertain period has been to limit marketing efforts for channels such as email marketing. But from our campaigns and testing, we’re seeing that email marketing campaigns, done correctly, […]

  • Marketing in Uncertain Times

    Amid the pandemic and roller-coaster stock market, it’s more important than ever for your association to stay the course, keep calm, and keep marketing.

    Having talked to dozens of clients and prospects in the last several weeks, we know that as COVID-19 has spread, many associations have had to cancel or postpone their annual meetings, regional workshops, in-person certification testing, and more. Add the volatility of the stock market and warnings from several noted economists that a global recession is near, and you can be certain that the pressure to save money by postponing or canceling vital marketing programs will increase in the coming weeks.

  • Membership: For Such a Time as This

    By Tony Rossell, Senior Vice President For all of us, our lives are in a state of disruption.  This is no less true for our members and prospective members.  That’s why there is no more important time for associations to boldly communicate with members about the practical assistance that they can provide to them.  It is a time […]

  • Twitter, Facebook, Instagram, LinkedIn, YouTube. Video, photos, stories, animation. Long, short, personal, impersonal. And OMG, hashtags.

    Organic Social Media … it’s an amazingly powerful way to engage and interact with members and prospects alike, but it is also constantly changing, challenging to measure, and time consuming.

    Not only do you need to be generating content and responding to comments, but you need to pick the right content for the right platforms, mix your mediums, and post at the right times on a near daily basis.

  • Why Prospects Don’t Join and Members Leave

    It may not come as a surprise if I tell you that not every prospect you ask to join your association will, and that at some point even the most devoted long-term members may not renew.

    We “Membership Marketers” know instinctively that we oftentimes survive and even thrive on 1/10th of a percentage point rate of return. The difference between a 0.90% and 1.00% in the number of members and revenue you generate can be huge.

    Knowing the reasons why prospects don’t join and members don’t renew can only help us do a better job in growing our total members and revenue. You may remember some of these thoughts from years past, but they are still good reminders.

  • What goes for baseball, goes for membership marketing!

    In 2003, Michael Lewis published Moneyball: The Art of Winning an Unfair Game. Lewis examined how Billy Beane, the general manager of the Oakland Athletics baseball team, utilized an advanced analytical approach to maximize the talents of his players while still maintaining one of the lowest payrolls in baseball. Using this approach, Oakland performed above expectations and made several postseason appearances.

  • WE’VE HEARD THERE’S A RECESSION COMING…

    That was an actual sign I looked at every day in the lobby of the corporate headquarters at The Trane Company, my first job in corporate business.

    It’s Back!
    The rumors abound right now, just like 2009, 1999, 1983, 1976, and so on. Recessionary impact frightens the entire association world with concerns about finance, employees, members, investments, and more. But there is good news. Associations that deliver significant value to their members usually thrive in a recession—countless studies have proven it—but not without careful thought and the contingency plan to be always prepared. The best method for that is to start now so that if and when a recession comes, your organization is already prepared. Here are some insights.

  • It’s Not too Soon to Start Making Plans for Black Friday.

    Once considered the kickoff of the holiday shopping season, Black Friday marked the beginning of the most profitable time of year for traditional retail stores.

    Through the years, and with the assistance of the internet, the nature of Black Friday has evolved and expanded. Many brick and mortar stores are now open on Thanksgiving Thursday, Small Business Saturday provides an opportunity for local businesses to kick off the holiday shopping season, Cyber Monday is now the internet’s version of Black Friday, and Giving Tuesday is the Black Friday for charitable giving.