In 2020 and 2021, many associations experienced declining membership and a lack of engagement on the part of their members. Obviously, there were unprecedented circumstances that contributed to these factors and coming through the period unscathed proved to be a difficult task.
So how did WorldatWork–an organization that suffered six years of membership decline–go from a 9% membership decline (2020), to a 1% decline (2021), to positive growth within two years amid a global crisis that crippled many other associations?
Every year, the MGI Membership Marketing Benchmarking (MMBR) Survey provides valuable insight from participating associations, including those who report membership growth. For WorldatWork, we began our assessment of what could be done by using some of these insights to help adjust and optimize the assets they already had, rather than develop new approaches. That meant reviewing their core renewal and acquisition programs for:
Renewal Program
Retaining current members is key to slowing membership decline. An audit of the WorldatWork renewal series showed there were multiple opportunities to improve results.
With the change to a work-from-home environment and digital communications organically on the rise, it was imperative to cut through the virtual clutter. MGI developed clear renewal messaging using new, time-sensitive and attention-grabbing subject lines (example: “Account Notice”); new, invoice-style email templates that prompted transactional responses (example: “Renew for $265”); and a series of three new touchpoints to encourage members to take action and renew their membership sooner rather than later.
We knew 7 out of 10 members might not see every email, so we added pre-expire and post-expire direct mail notices (with home addresses where available) to create even more awareness. We built a new monthly digital custom audience advertising campaign around our renewal email messaging, too, that complemented both mail and email campaigns, creating an omni-channel experience. Lastly, we encouraged members, for the first time, to lock-in their rate within 60 days of expire (an $85 savings) that created a sense of urgency and generated a significant number of reinstates.
The result: An average 8% increase in monthly on-time renewals and hundreds of monthly renewals within 60 days of expire–something previously not seen.
Acquisition Program
In addition to optimizing renewals, the WorldatWork acquisition program was re-envisioned and re-invented to adapt to the changing global landscape.
Like renewals, the marketing mix shifted heavily to digital channels with paid campaigns on Facebook, AdRoll, Google, and testing across Bing, YouTube, and LinkedIn. These efforts provided increased global brand awareness, serving upwards of 450,000 monthly impressions, and kept membership in front of non-members regardless of whether they were working from home or the office.
Using the flexibility of digital, MGI also tested the market for price sensitivity, which was thought to be a potential issue. Upon testing and analysis, a 25% dues discount was implemented. Combined with more timely and relevant messaging, the discount drove a much higher and more sustained volume of new joins each month. Importantly, the discount had minimal impact on dues revenue goals.
As the paid digital program evolved, MGI and WorldatWork built a more cohesive and consistent email marketing campaign that took into account the largest messaging wins of the digital program. Consistent reinstatement and prospect email campaigns continued to push new membership totals. Finally, as with renewals, the overall awareness and marketing mix triggered the addition of a quarterly acquisition mail program.
With new pricing, re-invented messaging, and more fluid message-testing, a program was developed that engaged and re-engaged prospects and former members far more often than previously.
The result: An increase in new members from 4,174 in 2021 to 4,300+ through August 2022. Monthly new members trended 30%-50% higher, on average.
Growing membership does not have to be complicated. Often it simply takes stopping and reviewing what you’re currently doing, and asking yourself, “Does this make sense given what I know to be true?”. Then optimize where it makes sense. As this case study shows, focusing on what you already do and making your members more aware, while using different ways to communicate your membership’s value, can be key to slowing decline and turning your numbers around.
Need new ideas or help growing your membership, contact Rick Whelan, MGI President, rwhelan@marketinggeneral.com
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