Are your current methods of virtual engagement helping you reach your membership goals? By promoting the value and benefits of your association’s membership through engagement, you can position yourself to attract new members while also maintaining and interacting with your existing membership base. Here are a few tips to showcase your value and increase your network:
1. Engage on social media
Update your members with upcoming meetings and events while keeping them engaged with polls and surveys to collect feedback. Being present on these platforms also helps potential members preview membership, understand your association’s mission, and see the kind of work you’re doing.
2. Invite potential members to events
It also gives nonmembers a chance to try before they buy – ask questions and see what your association offers before committing to membership. Asking your members to engage nonmembers will give your association the opportunity to grow exponentially.
3. Make an offer they can't refuse
To attract those who had been considering membership but either were not ready to commit or were deterred by the fees, waive application fees for a limited time. Or offer additional perks with an expiration date.
Advertise and announce the offer in your newsletter and on social media so prospects become aware they’re getting a great deal. When you convey a sense of urgency (Ex. Act fast to take advantage of waived membership fees!), your potential members will see more value in joining during this time. You’ll additionally want to make sure your membership benefits are competitive, so as not to deter those who are comparing with other associations.
4. Track and measure your engagement efforts
If it can’t be measured, it can’t be managed. Record metrics of your engagement efforts to gauge your success and find ways to optimize over time. Some things to keep an eye on are email and text message metrics, such as open and clickthrough rates, as well as resulting membership numbers, i.e. renewals and new signups. If you host an event to invite potential members, keep their email addresses to send them offers and other emails to promote membership.
Most marketing and membership software offer standard tracking, but it can be a difficult and time-consuming task to tie your data together if you’re not using the right tools.
Our engagement solutions are fully integrated with a full suite of membership, communication, and event management tools on the memberplanet platform. You and your staff gain actionable insights with real-time reporting and a centralized database of membership for both your members and potential members. Maximize your engagement efforts and get a high-level view your association’s health – contact memberplanet to learn more about how we can help you manage, engage, and grow.
Updated since original publication on 2/20/18.
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