Actual Photo of the Iceberg that Sank the Titanic
The Hidden Obvious – Search and Discover it Before Adding another Layer of Complexity.
I said this in the last Tipster I wrote: I am nearing retirement after...
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Back to Basics: Why Do Members Lapse? And What You Can Do About It
There are many reasons members lapse, but so often the answer is some version of, “I didn’t see the value of membership, or I didn’t use my membership.”
The organization’s internal response to this reasoning is usually something along the lines of, “But we sent you twenty emails telling you the value of membership and outlining your benefits.”
If this sounds like you or someone you know, here are a few questions to ask yourself:
Are you articulating the...
Five Tips to Boost Renewal Rates
Tip #1 – Engage!
If renewal time is the first time throughout the year you’re checking in with your members, you’ve just become the relative no one talks to because he only asks for money. Have an on-boarding and ongoing engagement plan in place, check in with your members at various points throughout the year, and increase your efforts with your at-risk member groups.
Members who engage even one additional time with an association throughout the course of th...
One Size Does Not Fit All Remaining Media Neutral for Best Results
The client was dubious. “Our members don’t use mail. They’re used to electronic everything. We don’t think mail will work as part of our renewal series.”
They agreed to test the inclusion of mail alongside email and Facebook advertising for one segment of our campaign target audience. If it didn’t move the needle, we wouldn’t repeat it.
So what was the result? The cell that received mail in addition to digital reminders responded seven points higher than the groups th...
Back to Basics: Membership Calculations
The Calculations Every Membership Professional Needs
Math doesn’t usually make it to the top of the list when people think about membership. And yet, if you work in a membership organization, you know that math and metrics are at the heart of what we do every day. We use math to understand where we’re starting, to figure out what’s working, what our ROI looks like, and what we need to change.
The math gives us insight into the health of an organization; is it growing, shrin...