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Member Retention Posts

Webinar Recap: Attracting Young Professionals to Your Association

Written by Gabrielle Wathen on March 27, 2020 at 11:52 AM | 5 minute read

To attract young professionals to your association, you have to understand what matters to them in their early career stages and what really drives them to succeed. Wondering how to get in the mindset of a young professional in today’s world? 

This week, Higher Logic teamed up with Community Brands to host a webinar on just that – strategizing for the next generation. 

Discussion hosts Vivian Swertinski, Higher Logic Sr. Strategist, and Tara Pawlak, Community Brands Director of Marketing, shared top strategies that associations are using to grow their young professional membership, including: 

  • Young member priorities, like job opportunities and professional development
  • Building a network of peers and mentors within your industry
  • Personalizing your communications during recruitment and retention 

Fun fact: Job opportunities are one of the most sought-after benefits associations can offer. As Tara noted in the webinar:

“In times of economic uncertainty, association job boards see an increase in job seeker traffic, as professionals turn to them as a resource to help fortify against risk or find new job opportunities.”

Let’s go over some actionable insights from our experts, based on industry data, that can help you reach professionals earlier in their careers.

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Topics: Communications, Millennials, Member Communities, Associations, Member Retention, Member Experience, Member Engagement, Online Community

MTI's Story: Harnessing Community to Digitally Transform

Written by Gabrielle Wathen on February 24, 2020 at 8:30 AM | 7 minute read

The Metal Treating Institute (MTI) is a nonprofit trade association built to support its members, companies in the heat treating business. It has 370 member companies across 40 U.S. states and Canada. MTI adopted an online community in 2009. This is their digital transformation story.

Wondering how your association can stay relevant, effectively connect with younger members, save staff time, increase revenue, and boost retention? We’ll let MTI tell you. 

Before MTI adopted an online community, it was short on staff, didn’t have an AMS, and its revenue was decreasing. The trade association needed to update its value proposition dramatically to thrive again. That’s where the value of communities came in.

MTI chose community as a tool for digital transformation, and has achieved the following successes with less than 4 full-time staff members: 

  • 50% decrease in transactional requests due to community
  • 2600% revenue growth in 14 years
  • 97% member retention rate

How do they do it? We sat down with Tom Morrison, MTI CEO, and Kristen Speer, MTI Director of Member Experience, to hear their story and learn about how they’ve harnessed the power of online communities to tap into the future of their membership and provide maximum value. 

“We’ve used technology, including our online community, our learning management system, and our benchmarking database to empower our members, help them do more for themselves, connect with them, and expand services without expanding staff. We’ve turned MTI around.” -Tom Morrison, MTI CEO 

As you scroll on to soak up lessons from MTI’s strategy, be sure to watch the videos featured throughout to hear about MTI’s digital transformation directly from Tom and Kristen.

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Topics: Communications, Millennials, Associations, Member Retention, Customer Success, Online Community

10 Association Communications Stats with Tips to Reach Younger Members More Effectively

Written by Gabrielle Wathen on February 4, 2020 at 6:45 AM | 9 minute read

A cheer for 2020: 

📣 What do your members want? [Personalized content customized to their interests!] 

📣 Where do they want it? [Delivered to their inboxes, online community dashboards, and everywhere they consume content.] 

📣 When do they want it? [...Yesterday.]

But don’t fret - today works, too!

The sooner associations wake up to the reality that their multigenerational membership base isn’t going to retain itself with an outdated communications strategy, the sooner they can break through to emerging generations and maximize overall engagement and retention.

Here’s what we know: Recent data shows associations are increasingly struggling to engage young professionals, effectively utilize technology to cut through the clutter, and clearly communicate membership value.

Here’s what else we know: You can reach and retain younger members by exceeding their expectations with a customized member experience that meets them where they are in their careers, and positions you to grow together. You’re on the same team. Cheer for each other.

Let’s explore 10 of the newest industry statistics revealing various association communication challenges, and thus, opportunities for strategic improvement.

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Topics: Communications, Millennials, Associations, Member Retention, Member Engagement, Email Marketing, Marketing Automation, Online Community

Association Growth Strategy: 6 Tech Tools to Drive Member Recruitment + Retention

Written by Gabrielle Wathen on November 12, 2019 at 12:48 PM | 4 minute read

For associations focusing on strategically attracting new members (and keeping them engaged for the long haul), it’s important to package your tech stack for ample growth and retention

Association membership in the modern age is all about providing people with real value on their terms, and strategically leveraging technology is an effective way to attract and retain those members who you’ll transform into your trusty advocates. Give people indisputable reasons to renew.

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Topics: Engagement, Volunteer Management, Associations, Member Retention, User Group Management, Member Engagement, Collaboration Tools, Marketing Automation, Online Community, Learning Management Systems

Association Tips: 6 Irresistible Member Benefits that Convince People to Join and Renew

Written by Elizabeth Bell on July 18, 2019 at 9:45 AM | 7 minute read

Getting people to join your association is like making a sale. You need to offer them something they want enough that they’re willing to pay for it.

The problem is that many other organizations have similar offers and value propositions. So what benefits can you provide that convince people to join – and stay – with your association?

Here are six member benefit ideas that should do the trick.

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Topics: Engagement, Volunteer Management, Member Communities, Associations, Member Retention, Member Experience, Member Engagement, Marketing Automation, Online Community

Onboarding for Retention: How to Engage New Members for the Long Term

Written by Elizabeth Bell on May 23, 2019 at 2:55 PM | 6 minute read

Onboarding new members is a critical step for associations, and often one that is missed or under-emphasized. That first year of membership has a big influence on whether that member will renew with you.

If you’re onboarding with the goal of retention (and you should be), it’s all about connecting your members and continuing to engage them at strategic touchpoints. Engagement during their first year of membership, and every year after, is how you keep members around.

When evaluating how your onboarding program is doing, ask yourselves if these three things are true about your program:

  1. Are members quickly introduced your association’s benefits, like your member network and key resources?
  2. Are members drawn in so much that they want to remain and participate?
  3. Are staff able to introduce members to these benefits on a large scale and in a personalized way?

If the answer to any of these was no, don’t worry. We’ve got the resources you need to get your onboarding program where you want it to be.

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Topics: Communications, Engagement, Member Communities, Associations, Member Retention, Member Engagement, Marketing Automation, Online Community

6 Tips to Maximize the Success of Your Association’s Publication

Written by Gabrielle Wathen on May 2, 2019 at 2:47 PM | 6 minute read

If your association is interested in maximizing the educational value its offering members, you might already know that having a publication is a great asset to your content strategy. Association members want to learn, and there are multiple different ways publications can support that.

For example, an annual event publication could be your biggest print run of the year – and a huge opportunity for revenue growth and boosting member knowledge. But what if you aren’t seeing the results you want to see? What if your readers aren't engaged? To get your members excited about your association’s publication, you have to deliver one that grabs their attention and delivers the resources they want and need.

If your association’s publication isn’t performing well, it’s time to assess your strategy. If your association has never considered creating a publication, ask yourself why.

Association publications boast a number of benefits, presenting opportunities to:

    • Establish your association as an industry thought leader
    • Strengthen the knowledge of your members + readers
    • Build rapport with your community
    • Enhance professional relationships with partners + sponsors
    • Improve member retention
    • Increase non-dues revenue

Did that get your attention? (That last benefit tends to get people excited.)

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Topics: Associations, Member Retention, Member Engagement, Marketing Automation, Online Community, Advertising, Events

Google Remarketing: 6 Tips for Advertising Success

Written by Marisa Fiore on March 21, 2019 at 8:58 AM | 8 minute read

There’s marketing, and there’s Google Ads  ‘remarketing’ – a term Google established in regards to their ability to enable websites to show targeted ads to users who have already visited their sites. The term ‘retargeting’ seems to get thrown around in the same bucket since this is the term Facebook uses in regards to their advertising efforts, but we’re talking about Google Ads (formerly known as Google AdWords) today.

The ultimate goal of remarketing? You want people to convert. Specifically:

“Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.” [Google]

When remarketing is done successfully, you can re-engage prospects that dropped off, transforming them into leads and converting them based on behavioral actions. When you increase conversions, you increase ROI. It’s as simple as that.

We’ll dive into some quick tips to help you embrace Google remarketing as part of your strategy.

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Topics: Engagement, Marketing, Member Retention, Customer Engagement, Customer Retention, Member Engagement, Advertising

4 Steps to Create Your Omnichannel Engagement Strategy

Written by Elizabeth Bell on March 6, 2019 at 10:13 AM | 5 minute read

Most people like being “regulars.” When you walk into your favorite coffee shop, and the barista greets you warmly, starts preparing the usual for you, and asks how your daughter’s big soccer tournament went, doesn’t it make you feel good? The feeling of being known and cared for is universally appreciated, even if it’s on a small level.

Many membership organizations are facing a challenge right now. And it comes down to making members feel like regulars in a quickly-evolving digital world.

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Topics: Communications, Engagement, Member Retention, Member Engagement, Marketing Automation, Online Community, Integration

5-Step Guide to Calculating Your Member Retention Rate

Written by Elizabeth Bell on February 19, 2019 at 9:16 AM | 5 minute read

Ah, member retention. When it’s good, it’s great, but when it’s bad, we worry.

In fact, 46 percent of associations reported that increasing member retention is one of their top membership goals, according to the Membership Marketing Benchmark Report.

If you’re worrying about member retention, the first place to start is to find out how you’re doing on paper. Once you have your membership retention numbers on hand, calculating your member retention rate is simple (don’t worry, math-haters, we’ll help you get there with a step-by-step guide).

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Topics: Associations, Member Retention, Online Community

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