Blog: Tips & Insights

By Brittney Durbin, Senior Account Executive

The marketing world is constantly evolving, and staying ahead of consumer expectations is key. Consumers want relevance—communications that speak directly to their needs, preferences, and behaviors. Personalization is becoming the standard for brands that want to build real, lasting connections through meaningful engagement with their consumers.

Thanks to smarter data and more advanced technology, brands are finally able to deliver experiences that feel personal and not pushy. These experiences include customized product recommendations, tailored landing pages, and emails that feel relevant and not spammy.

With the decline of third-party cookies and…

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By Jana Darling - MGI President

Market disruptions, economic shifts, and policy changes can create uncertainty, but one thing remains clear: Associations must continue marketing to engage, recruit, and retain members. Consistently reaching your audience across all phases of the membership lifecycle–awareness, recruitment, engagement, renewal, and reinstatement–ensures long-term stability and growth.

I previously discussed the vital role associations can play in navigating uncertainty. And now I’d like to focus on a few key strategies to ensure your marketing remains effective, relevant, and impactful during this time.

1. Awareness Building: Be a Trusted Industry Leader

Your association’s ability…

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By Jana Darling - MGI President

In times of uncertainty, professional associations play a pivotal role in supporting their members and engaging others in their industry. As we navigate through complex economic and political landscapes, the need for steadfast communication, advocacy, and community-building becomes paramount.

Tony Rossell stated during past times of uncertainty, particularly during the early stages of the COVID-19 pandemic, “It is a time for associations to empathetically and proactively demonstrate the value of membership.” Associations have the unique opportunity to be the guiding light for their members, offering practical assistance and a sense of belonging during…

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By Todd Michaels - Vice President, Digital Services

Bringing in new members is essential to the growth of any association. With all the hard work that goes into obtaining new members, we want to ensure that their first experiences with your association are impactful and that your new members quickly engage with your association.

Renewing your first-year members is critical to ensure long-term growth for your association. What are the steps you have in place to onboard new members? Is it a “one and done” strategy of sending new member emails and a welcome packet during the first 30 days of membership? Are you speaking to your new members differently during their first year of membership than…

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By Andrew Lee, Senior Account Executive

Direct mail continues to be a primary marketing vehicle for successful associations and has been shown to have a significant increase in response when combined with other marketing channels. But there are so many to choose from–how do you know where to start?

Use these tips to evaluate your testing plan and augment your direct mail efforts effectively and efficiently:

• Identify potential marketing channels for your target audience:
  Ask yourself, is your data able to support usage in other marketing channels? Email, addressable geofencing, digital ads (across a variety of platforms), connected TV, telemarketing, and ringless voicemail are just some of the…

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