The methods that associations use to get, involve, and renew members is changing forever.  The digital revolution allows you to speak to your members, and the prospects that look just like them, 24/7 anywhere they live online with almost instantaneous feedback and tracking. The data revolution allows you to speak specific messages to specific segments of your members and prospects driven by their activity, purchases, demographics, and firmographics.

1. From Legacy Programs to
Emerging Digital and Data Best
Practices
Presented by
Tony Rossell

2. Sears 1888 and 1994 Catalogs

3. The April 2018 round of
closures will leave Sears with
fewer than 940 stores, down
from 3,510 just six years ago.
Sears Trajectory has been Down

4. Could Sears have been Amazon?
“Amazon.com, an American
electronic commerce company
originally founded in 1994, is the
world’s largest online retailer of
books, clothing, electronics, music
and many more goods. As of 2016,
the company generates the majority
of it's net revenues through online
retail product sales, followed by
third-party retail seller services,
retail subscription services including
Amazon Prime.”

5. 5
MEMBERSHIPCHANGEIN PASTYEAR
Total
(n = 1,005)
Individual
(n = 460)
Trade
(n = 312)
Combination
(n = 233)
Increased 46% 48% 45% 46%
Decreased 25% 25% 23% 28%
Remained the same 28% 27% 32% 24%
Not sure 1% 1% <1% 2%
• Overall, close to half of associations report increases in
membership over the past year (46%). This trend is visible
across the board, as all types of organizations are most likely to
report that membership has increased.
Annual Membership Change

6. 6
CHANGEIN MEMBERSHIPOVERPASTFIVEYEARS
Total
(n = 995)
Individual
(n = 455)
Trade
(n = 311)
Combination
(n = 229)
Increased 50% 50% 52% 49%
Decreased 30% 31% 27% 33%
Remained the same 15% 15% 18% 11%
Not sure 5% 4% 4% 7%
• 50% of associations report that their membership over the past
five years has increased.
Five Year Membership Change

7. The methods that associations use to get, involve, and renew
members is changing forever.
• The digital revolution allows you to speak to your members, and
the prospects that look just like them, 24/7 anywhere they live
online with almost instantaneous feedback and tracking.
• The data revolution allows you to speak specific messages to
specific segments of your members and prospects driven by their
activity, purchases, demographics, and firmographics.
What Helps to Power these Associations?

8. Digital

9. Digital Marketing
• Awareness – Many more prospects will see your ads than will click
on them, but you typically pay just for clicks.
• Coverage – Digital advertising gives you access to every corner of
the world where there is an internet connection.
• Flexibility – With these online efforts, you can adjust and allocate
funds on a daily basis to maximize response.
• Speed – You can literally have a digital advertising program up and
running and producing response in a day.
• Measurement -- You can know impressions, clicks, and with good
tracking the number of members joining.

10. • Awareness
• Recruitment
• Engagement
• Renewal
• Reinstatement
Membership Lifecycle Overview

11. Awareness

12. Using Facebook, AdRoll, and Google Remarketing
to retarget website visitors.
Awareness through Remarketing

13. 1 Prospect visits targeted
page on your website.
2 Prospect is shown your
targeted ads on other websites.
AdRoll Remarketing

14. 1 Prospect visits targeted
page on your website.
2 Prospect is shown your
targeted ads when she logs
into her Facebook account.
Facebook Remarketing

15. 2
Lead Generation -- LinkedIn
Capture the contact
information and opt-in
of those who are
interested in you!

16. 1 2Targeted Ad Placement. Data Capture on Microsite.
3 Cultivation e-mail campaign
with additional free content.
Lead Generation – Conversion

17. 1
2
Lead Generation - SEM

18. 1
Geo-fence around the conference2
3 When someone enters the Geo-fenced area,
they will be shown ads on their mobile
device during the time they are in the Geo-
fenced area, as well as remarketed to 30
days after.
Identify competitors’ conferences
Geo-Fencing

19. Recruitment

20. 1
2
Direct Membership Recruitment

21. Recruitment Ad with Special Offer
Discount Code
Discount
Code

22. LinkedIn allows you to deliver
advertising only to people with
certain qualifications or titles,
such as VP of operations or
director of marketing.
Job Title Targeting

23. Engagement

24. 1
2
Membership Engagement –
Facebook

25. Renewal

26. Renewal Ads

27. 1
2
Direct Online Renewal

28. 28
Reinstatement

29. Segmented Reinstatement Messaging
Custom Audiences allow for
highly segmented messages:
“Your Membership Expired
November 30th.”

30. Data Analytics

31. Data Analytics
“If there is one phrase that sets
remarkable associations apart from
their counterparts, it’s ‘data, data,
data.’ They gather information,
analyze it, and then use it to become
even better.”
ASAE - 7 Measures of Success, 2010

32. 32
TYPES OF ANALYSIS USED TO MEASURE EFFECTIVENESS OF
MEMBERSHIP MARKETING CAMPAIGNS
Total
(n = 734)
Individual
(n = 317)
Trade
(n = 231)
Combinatio
n (n
= 186)
Source code capture and analysis 23% 32% 10% 22%
Cost of acquisition 21% 27% 12% 22%
Computer matchback to prospect
database
13% 19% 5% 13%
Lifetime value analysis 13% 14% 8% 16%
Data mining/modeling 12% 15% 7% 12%
Net return after servicing costs 5% 7% 4% 5%
Other 2% 2% 3% 2%
None 27% 22% 36% 24%
• Fewer than 20% of associations report that they do any detail data analysis or data
modeling.
Are Associations are Using their Data?

33. Business Understanding
Formulate the right business question and
then create the modeling/analytics
solution to answer that specific question.

34. Recruitment

35. Recruitment Results Report
List Name List Quantity New Members Response Percent
1,088 34 3.13%
1,008 14 1.39%
1,180 14 1.19%
1,221 8 0.66%
1,593 34 2.13%
733 16 2.18%
276 4 1.45%
374 11 2.94%
4,746 94 1.98%
9,276 14 0.15%
4,693 9 0.19%
5,871 14 0.24%
4,667 13 0.28%
5,780 4 0.07%
6,385 0 0.00%
Total 49,593 319 0.64%

36. Maximizing Efficiency through
Modeling and Segmentation
Digital
Email and Digital
Mail, Email and
Digital
Phone, Mail,
Email and Digital

37. Renewal

38. Customer Tenure
Distribution
Years
Median 1
Mean/Average 1.2
Maximum 10
Member Tenure
Distribution
Years
Median 2
Mean/Average 5
Maximum 70
Tenure Customers %
Customers
1 57793 91.71%
2 905 2.04%
3 942 2.34%
4 293 0.82%
5 408 0.85%
6 652 1.33%
7 144 0.31%
8 174 0.34%
9 154 0.25%
10 3 0.00%
Total 61468 100%
3
Longevity of Members/Customers

39. Product Categories (or any data point) in order of
contribution to the renewal likelihood
Loyalty Predictors

40. Lapsed Year Tenure Count of Members % of Members
2016 Lapsed Members
10 619 2.81%
9 2,668 12.12%
8 536 2.43%
7 530 2.41%
6 582 2.64%
5 747 3.39%
4 898 4.08%
3 1,404 6.38%
2 2,318 10.53%
1 11,720 53.22%
Total 22,022
Retention by Tenure

41. Third Party Data Appends
Firmographic Appends:
• Number of employees
• Sales volume range
• SIC Code and description
• Number of years in business
• Contact name and title
• Headquarters/branch
• NAICS Code
• NAICS Description
• Fax number
• Out of business coding
Demographic Appends:
• Date of birth (month and year)
• Estimated age (in ranges)
• Current home value
• Fundraising contributor
• Gender
• Owner/renter
• Estimated household income
• Length of residence
• Mail order buyers
• Marital status
• Median income
• Children in home

42. Turning Analytics into Action: Data
Warehouse Profile

43. Turning Analytics into Action: Data
Warehouse Profile

44. Questions and Answers