Tipster

  • How to Select an Outbound Calling Firm

    Charity Moody, the manager of MGI’s telemarketing services, and I had the pleasure of presenting a webinar on telemarketing in January, and one question that came up a few times was how to choose the best outbound calling firm.

    The “best” choice of outbound calling firms is linked to your needs, so we are offering you the following help lists to guide you in your quest. The first list is a review of the type of calling services your association or trade group might require; the second is a best practices list of questions that will help you assess and weigh the vendors in which you are interested.

  • To Recruit and Keep Members, Speak to What They Value

    Sometimes reconnecting with one of the more timeless concepts of membership marketing is a rewarding way to start a new year of best practices.

    What is the value of our organization? What kind of benefits do our features offer, and are they sufficient to drive prospects to join and members to renew?

    This Tipster has appeared once before but the perceptual exercise it encourages is still most relevant.

    Enjoy and Happy New Year!

    Rick Whelan
    President

  • How to put the content you already have to work for you.

    Content is King – Bill Gates

    Bill Gates wrote an article under this title in 1996. Now, almost no marketing discussion, article, blog post, etc. fails to talk about the importance of your content.

    One of the concerns we hear from many of the associations we work with is how to stay relevant and perceived as a thought leader in the era of 24/7 free access to more content than any one person can consume on just about any topic.

    We’re also often told that associations don’t feel they have enough content, the right content, or know how to use the content they have most productively.

  • The Virtue of Persistence

    Are your efforts to grow your membership persistent? It is a loaded question. I think most membership professionals would immediately answer “yes.” I suspect a good many, given a moment to think about it, might begin to hedge…

    Persistent can mean different things in different situations. A persistent cough or sore throat is a bad thing, as is a child’s persistent demand for candy at the checkout aisle. Is persistence in your association’s member recruitment, renewal, and reinstatement process actually a good thing? I think that it is a good thing, a crucial thing, a rare thing.

  • How Does Your Association Compare?

    Marketing General has just released the 9th annual Membership Marketing Benchmarking Report. Learn how your association compares to others, and what best practices are being implemented across the industry!

  • Tips to Increase Your Email Opens and Click-Thrus

    Did you know that the average office worker receives 92 emails a day? With this amount of email being sent each day, getting your emails into your members’ and prospective members’ inboxes is just the first critical step to your email program’s success. The next step is to make sure that your audience is engaged, with emails being opened and links within the email body being clicked.

  • Getting More Bang for Your Marketing Buck

    You’ve picked the low-hanging fruit in your housefile (your organization’s files of active and former members, buyers, and non-member non-buyers). You have repeatedly marketed to your strongest lists and gotten good results.

    But you wonder about the house lists to which you don’t usually market. Could you get more mileage out of your housefile by mailing more of the prospects in it?

    Yes. Through predictive modeling, you can identify prospects who are most likely to join or buy – across all your lists, not just your top-performing lists. A scored prospect model ranks all your housefile prospects, by decile, by their likelihood to join or buy. The result: more members and buyers, higher sales, and better ROI from your marketing campaigns.

  • Mid-Year Membership Audit

    One of the best ways to tell is by performing a mid-year membership audit. Comparing your latest results with last year’s performance can tell you a lot, especially if you are maintaining a good set of metrics about your membership. If you are perplexed about the specific metrics you should be monitoring, let me recommend two previous Marketing General Webinars: Setting and Measuring Long-Term Membership Goals and The Economics of Membership: 7 Essential Formulas. These can help define your measures of success and how to extract them from your existing data.

  • Win the Race! Drive your Association or Non-Profit to Success by Visualizing with Dashboards.

    When you have important decisions to make, you need to understand your data—and data visualization is one of the best tools in your arsenal. Data visualization is the presentation of data in a pictorial or graphical format. A data dashboard is an information management tool that is used to track KPIs, metrics, and other key data points. Using data visualizations, data dashboards can simplify complex data sets to provide users with smaller pieces of real-time information that can be used to make data-driven decisions without getting lost or overloaded with data.

  • 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 as we start the new year.