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Win Back Members Using Inbound Methodologies

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What's the thinking behind digital transformation and its effects on win back campaigns for membership-based associations and organizations? Join this webinar to learn more. Recording: https://zoom.us/recording/play/UfurFHmcAaCnNxYo063WMR8jUmw9xuBoV7_I8sppPjKE_-ZbWiIg7etv21jNJHzL

Published in: Government & Nonprofit
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Win Back Members Using Inbound Methodologies

  1. 1. Welcome to the Inbound Lunch Bunch February2018
  2. 2. Win Back Campaigns
  3. 3. Introductions SuzanneCarawan  Consulting experience inthe association world arounddigital strategy, field and social media marketingand changemanagement  Expertise inlead generation  Leader of growth programs, products and organizations  @suzannecarawan
  4. 4. Housekeeping  Tonsofresources available:  All of last year’sInbound LunchSessions available ondemand: http://site.highroadsolution.com/inbound- lunch-bunch-page  Toolkits: http://pages.highroadsolution.com/toolkit-list  If wesuddenlydropoffthe call, hangtight,we will dial backin!  Postquestionsin theChatwindowandwewill trytoansweraswego throughthepresentation
  5. 5. Related Resources Download New eBook & Toolkit at HighRoadU.com
  6. 6. Win Back Lost Members
  7. 7. Challenge: Financial Association $6M Revenue,40 staff 8,500 Lapsed Members Source: Guidestar
  8. 8. https://www.invespcro.com/blog/customer-acquisition-retention/
  9. 9. https://www.invespcro.com/blog/customer-acquisition-retention/
  10. 10.  We’re at a Cross-Roadsin Corporate & Association World
  11. 11. Digitization of Consumerism
  12. 12.  Step 1: Data Mining • DeepAnalysisof8,500Members  Everythingwecanknowabout Demographics Purchase Behavior Sentiment Behavior  UseFunnelAnalysisThroughout  Mindset Basedon Probability withFocus on Customer Experience  Outcome:TargetedLists
  13. 13. Best Part of Win Back Campaigns is that You Already Have the Email Address! -Email Marketing -Targeted Social Media Advertising -Direct Mail -Retargeting  Step 2: Match the Right Channel to List
  14. 14.  Step #3: Identify the Desired Journeywith One Focus---Reduce Friction
  15. 15. This is Survival of Your Den! Protect Your Members!Departments Unite!
  16. 16.  Step 3: Challenges of Reducing Friction 1) Youcausefrictionbecauseyou’releading change 2) Must workcross-functionally 3) Must exposecracksin thebusiness processandtechnologyinfrastructure 4) Must addresscracksin thebusinessprocessandtechnologyinfrastructure 5) Must moveorganizationthroughdigital transformationtofocusonthe end user andnotthe internalworkingsofthe organization----------------- themarketdoesn’thaveemotion -doesn’tgiveyouabreakbecauseyou’reanot-for-profit -can’tpleadtowaitformoretime -can’targueyoudidn’tknow
  17. 17.  Step 4: Create Compelling Campaign Theme: “You’re the Missing Piece to OurPuzzle” ValueProp: NewLeadership Bringing New& Improved Online Assets and Connections “Not Your Father’s Oldsmobile” Emotional Hook: Appeal to the egoof being part of the most elite group andif you’re nota member, you’re average
  18. 18.  Step 5: Run It!
  19. 19.  Step #6: Measure & Refine Final Result: -Close to 30% Win Back for Available Population
  20. 20.  Step #7: Post-Mortem  Needed to manually reconcile with membership system, email marketing, social media to get metrics & transactionaldata  Break down in data/technology to calculatefull funnel  Trainingof Member Reps/Sales Team to Close
  21. 21. Do Good Work. Make TodayGreat.

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