Blink and suddenly…it’s June. The year is already halfway over, and for those of us in membership marketing, now is the perfect time to pause and ask: Is what we’re doing actually working?
At MGI, we live and breathe membership. We know how easy it is to get caught in the rhythm of renewals, acquisition campaigns, onboarding flows, and engagement emails. That marketing plan you made way back in November has long been abandoned. But, mid-year is your chance to lift your head up, look around, and make sure your strategy is still aligned with your goals—and your members.
Here are a few simple ways to check in:
1. Check Your Progress Against the Plan
What were your lofty goals for the year, and are you on track to hit them? Are you hitting your acquisition numbers? How are your renewal rates trending? If engagement is down or conversions are lagging, don’t ignore the signals. Dig into them. This is also a great time to check in on your marketing budgets themselves. Do you have underspend anywhere to push toward trying new tactics?
2. Revisit your value proposition
Has your messaging kept pace with what members need right now? Member priorities shift, sometimes subtly, sometimes dramatically. Make sure you’re speaking to what matters most to them today—not what mattered back in the beginning of the year.
3. Optimize What You’re Already Doing
Not everything needs a full overhaul—sometimes a smart tweak is all it takes. Look at what’s resonating and what’s falling flat. Could an underperforming email series use stronger subject lines or more personalized calls-to-action? Could your engagement emails use clearer value language or a new send cadence? Even better—test it! A/B testing, dynamic content, and targeted list segmentation are low-lift ways to find hidden wins in the work you’re already doing.
4. Try Something New
If you’ve got some budget and breathing room, now’s a great time to pilot a new tactic. Some of the most underutilized (and effective!) channels we see at MGI are telemarketing and mail. A ringless voicemail to recently lapsed members or a postcard promoting your biggest events in Q3 and Q4 can cut through the digital clutter. Don’t be afraid to get creative—mid-year is your testing ground.
5. Talk to your members
Seriously—just ask them. Direct outreach can uncover gold. I love using telemarketing to check in with new members about six months into their first year. What benefits are they using? What’s missing? Don’t have time to pick up the phone? Try email! Using an engagement-based email approach that lets you connect with members and prospects through timely, conversational questions. Whether it’s a quick survey, a few phone calls, or even a glance at social media, these tools can give you a clearer view of what your audience really needs. Membership marketing isn’t a "set it and forget it" operation. It’s dynamic, responsive, and personal. So take the time to reflect, recalibrate, and make the rest of your year stronger than the start.
Your members—and your numbers—will thank you.
Want help with your mid-year check in? Reach out to the experts at MGI! Contact John Sample, Vice President, Business Development at jsample@marketinggeneral.com or 703-706-0346.