Have you ever been asked what differentiates your membership from the other products and services that are available in your marketplace? In marketing terms, do you know your “unique selling proposition” (UPS). This is the type of question I often ask of prospective clients when I meet with them. A lot of times I do […]
January 11, 2011 | Vol. 10 | Issue 1 Renewal: Step Four in the MGI Membership Lifecycle, Part 2 The MGI Membership Lifecycle helps organizations develop a comprehensive, integrated approach to membership marketing. The Lifecycle has five steps: Awareness, Recruitment, Engagement, Renewal, and Reinstatement. In last month’s MGI Tipster we examined the process of Renewal, when new members decide […]
In direct marketing there are three big items to test: lists, offers, and message. I thought that I would share some insights from what we have learned over the past year related to offers. So here are 10 of the top membership marketing offers that have worked for our clients. 1. A discount almost always […]
Today, I thought I would share some practical renewal tips that we have put in place for our clients to help increase renewals and save them some money. Most are pretty practical steps that you may want to consider in developing or revising your membership renewal series. The tips are written assuming the renewal […]
December 9, 2010 | Vol. 9 | Issue 12 Renewal: Step Four in the MGI Membership Lifecycle Marketing Model The MGI Membership Lifecycle helps organizations develop a comprehensive, integrated approach to membership marketing. The Lifecycle has five steps: Awareness, Recruitment, Engagement, Renewal, and Reinstatement. In last month’s MGI Tipster we examined Engagement, when new members are made to feel […]
Here are a few reasons why, if you’re not online marketing or you are questionning the value of online marketing, you NEED to be online, marketing.
a. Search marketing is about seizing opportunities. Every organization should maximize opportunities to engage potential members/ customers online that are actively searching for relevant services an organization provides by instituting a comprehensive search engine marketing strategy including paid search marketing and search engine optimization (SEO).
b. Marketing speed and agility are important competitive advantages, especially with today’s focus on costs. Online and search marketing allows for on-the-fly changes that save time and money.
c. Unlike magazines and publications that publish ads on their own schedule say once per month, search is on your customer’s schedule, real-time, engaged in the “now.”
d. Online marketing allows you to connect and engage with potential members when they’re receptive, when they’re ready to receive your orgs message.
e. With search engine marketing your org will have the ability to target an audience on a country level all the way to a 10 mile radius within a specific metro area.
Last month was really busy. I met with many organizations that have cut budgets over the last couple of years. They are now realizing that there is very little else to cut and they need to grow membership.
And it is sad to say that some of them do not realize just how much trouble they may be in going forward.
When I meet with groups, I use a simple method to calculate where their membership is headed given their current metrics. It is called a Steady State Analysis.
Using your current data, you can also do this analysis to see what the ultimate equilibrium of your association membership count will be. You can also use the analysis to model where it might be if you add more new members or have higher renewals.
To do the calculation, you only need two numbers; your renewal rate and your total new member input from the past year. Here is how it works. You take your new member input from the past year and divide it by your lapse rate presented as a decimal. So if your renewal rate is 80%, then your lapse rate is 20% or .20.
For example, 20,000 New Member Input / .25 Lapse Rate = 80,000 Steady State Total Membership.
Here is the formula: Annual New Member Input / Reciprocal of Renewal Rate (or Lapse Rate) Shown as a Decimal = Total Membership Steady State.
Here are three examples of how you can project your future membership.
November 2, 2010 | Vol. 9 | Issue 11 Engagement: Step Three in the MGI Membership Lifecycle Marketing Model The MGI Membership Lifecycle helps organizations develop comprehensive, integrated approaches to membership marketing. The Lifecycle has five steps: Awareness, Recruitment, Engagement, Renewal, and Reinstatement. In last month’s MGI Tipster we examined Recruitment, when prospects first discover a membership organization. See […]
I read a posting on the ASAE Membership Listserve asking about “kinds” of renewal incentives to use. While I’m not against using (and have used) renewal incentives, I think that, if an association is delivering value, the ‘incentive’ is being realized throughout the year (you may want to test adjusting your renewal copy to indicate […]
Membership is a “push” product. This means that prospects need to be encouraged or sold in order to join an organization. That is why direct response media like direct mail and email are the channels of choice to acquire new members.
But just like any tool, these channels can be used either poorly or effectively. I have distilled some of the experiences that I have found in direct response membership recruitment down into seven tips to improve membership recruitment. I hope you find them helpful.
1. Begin each and every campaign by thinking creatively and asking “Who might be interested in joining?” Then search out lists that contain these potential members. Not taking the time to research and test mail and email lists is the single biggest mistake in membership recruitment. In any given outreach, the results from one list to the next can vary by 1,000%. Even if you primarily promote to an in-house prospect list, try some direct response rental lists and compare the results. You may be very surprised at the results from tapping into a new file of prospective members. Some of the best outside lists to try are members of similar associations, subscribers to industry magazines, and buyers of books related to your association. Tip: Ask current members what other professional literature that they read and try these lists first.
2. Once you have found the best lists, carefully develop a strong Unique Selling Proposition (USP) to drive the positioning and copy of your promotion. The USP answers the prospect’s question of, “Why this association?” The USP is the big benefit that your association can deliver compared to any other group. Tip: Ask someone who is not familiar with your organization to read your copy and define the USP in one sentence. If they can’t, go back to the drawing board.
3. Develop a special offer to answer your prospect’s question: “Why join now?” After many tests, one of the best offers continues to be a limited-time, introductory dues discount. Ideally, this discount will bring the dues down to a psychological price point – a dues amount that ends with a dollar amount of a “7” or “9”. For example, an acquisition price of $139 will typically generate more revenue and members than a price of $150. But be sure to offer something. Direct response marketing is offer driven.
4. Build your promotion around a metaphor — something a prospect will recognize and know what to do with. Try using an invitation, survey, certificate, or temporary membership card format. People process information by putting it into mental boxes. They make a split second decision on whether a promotion is important or not, so you need to get their attention. An invitation, for example, typically requests a response and goes in the mental box that says: “I NEED TO RSVP”.
October 5, 2010 | Vol. 9 | Issue 10 Recruitment: Step Two in the MGI Membership Lifecycle Marketing Model The MGI Membership Lifecycle helps organizations develop comprehensive, integrated approaches to membership marketing. The Lifecycle has five steps: Awareness, Recruitment, Engagement, Renewal, and Reinstatement. In last month's MGI Tipster we examined Awareness, when prospects first discover a membership organization. See […]
Claude C. Hopkins is acknowledged as the great grandfather of direct marketing. In 1923, Hopkins wrote Scientific Advertising in which he declared that: “The time has come when advertising has in some hands reached the status of a science.” 1
His fundamental marketing thesis was: “We learn the principles and prove them by repeated tests. This is done through keyed advertising by traced returns . . . We compare one way with many others, backward and forward, and record the results. When one method invariably proves best, that method becomes a fixed principle.” 2
Today, his premise of testing is as true as ever. In fact, testing may even be more important now because the vast array of options available to marketers. A test can mean the difference between a stunning success for a product or an abject failure.
And because of the larger quantities and costs involved, testing is a particular necessity and an ideal opportunity when it comes to membership recruitment.
It is not uncommon to see a successful test change response rates by the following percentages:
• List tests – Can impact response by 500 percent.
• Offer tests – Can impact response by 200 percent.
• Creative tests – Can impact response by 100 percent.
These test outcomes highlight that by doing the same old thing over and over again, there is likelihood that a marketing program is substantially sub-optimizing the potential returns that could be achieved.
If testing is so important, then how should it be done?