Ready, Fire, Aim Membership Marketing

NOVEMBER 15, 2018 / Tips & Insights

Tony Rossell, MGI Senior Vice President

Inaction is the single largest enemy to association membership marketing success.

Over the years, I have been in more meetings than I care to count where statements like, “we cannot do that because,” “we need approval,” or “we need more research” has shut down the marketing process.

To many, it may sound like heresy, but very often the right course of action is to simply do something. I call this the Ready, Fire, Aim solution. By doing something, an association may very well discover that they are sitting on some big opportunities.

One group that I am familiar with has 100,000 opt-in emails from prospects who...


What Lies Beneath!

AUGUST 30, 2018 / Tips & Insights

Actual Photo of the Iceberg that Sank the TitanicActual 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 41 years of professional marketing. It has been an invigorating, aggravating, and enervating run. I vowed never to become “that guy” who pretends to aphorisms and witticisms about the many experiences...


Back to Basics: Why Do Members Lapse? And What You Can Do About It

JULY 23, 2018 / Back To Basics

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 value of membership benefits or just listing features?

For example, do you simply tell members they have access to your job site, or do you tell them they can save time finding the most quali...


Five Tips to Boost Renewal Rates

JUNE 14, 2018 / Tips & Insights

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 the year are significantly more likely to renew.

Tip #2 – Personalize your renewal communication to the user’s experience.

Know what your members did that year and remind...


One Size Does Not Fit All Remaining Media Neutral for Best Results

JUNE 07, 2018 / Tips & Insights

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 that did not.

Was that group’s cost per renewal higher? Yes, but the ROI was still positive with $12 made for every dollar spent.

When you consider the fact that according to the...