Increase Revenue & Membership

Is a community for you?

Communities offer a wide range of functionality from Community groups within an organization that can interact amongst the group members themselves, to a larger scale communities which includes forums, blogs, and community member interaction.

By creating a community, you have the ability to not only reach your target audience and encourage the interaction listed above, but establish yourself as a leader and a thoughtful innovator of customer service and relations.

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Customer Service and the Impact on Sales

It amazes me how little large, well known companies focus on customer service.  Is this because they feel that their name is branded and that they’ll receive sales regardless of their customer service or because they just don’t care that you’re spending your hard earned money at their company?
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Direct Mail Marketing in the Association Industry & Membership Trends

I recently came across a survey report that was generated by Marketing General Inc.  They conducted a survey, of over 500 association professionals on the best tactics and strategies found to have positive results in engaging new members, renewing existing members, and reinstating former members.

The survey is comprehensive and contains a wealth of information that includes some of the higher level points below as well as results and graphics that display: How Prospective Members become aware of the Association, How do Associations Allocate Marketing Dollars and What Best Describes your Marketing Approaches and Results. This is just some of the information contained within the survey. Visit Marketing General Inc. to download and receive your copy of the survey.  You’ll need to give up your email address but definitely worth it.

Some of the information contained within the report includes:

Most associations report continued membership growth – 46% of the associations reported that have seen their total membership grow with 54% of this growth contributed to new members.

Direct mail has been found to be the most effective channel for recruiting members with a listing/ranking of the most effective as:

Direct Mail 46%
Member get a Member and WOMM 32%
Email 24%
Promotion at Own Conference 15%
Personal Sales 11%

Of note also is that associations who use direct mail as a recruitment channel also are more likely to report membership renewal rates of over 80% compared to those who do not.

Giving a first year membership/dues discount is the most effective incentive – Of those who reported offering a new member dues discount, 75% had renewal rates of over 80% and 25% under 80%.

A personal approach to new members was used and below are the top 10 methods:

Mailed Welcome Kit
Email Welcome
Membership […]

Electronic & Digital Marketing 2009

The U.S. Postal Service announced on Wednesday 8/5, a loss of $2.4 billion in its third quarter which is contributed by the drop in mail volume during the third quarter by 7 billion pieces, or over 14 percent, compared to last year.
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Digital Media & Print on Demand

In today’s economy and considering current technologies that are available there are alternative solutions for delivering content to users vs. the traditional print method. Traditionally printed pieces for annual meetings, reports, technical seminars or member directories can be accessed and delivered to the users via electronic mediums while still providing the users with the option to purchase the hard copy versions as well.
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