Personalization drives membership engagement. Your database is overflowing with data that will help you send targeted, triggered, and timely messages to keep members informed and engaged. In this webinar, learn how you can put your data to work for your association.

2. Welcome!
• Questions throughout the presentation?
Send them through the chat box.
• Recording will be sent to all registrants.
• Use #AssnDataWebinar on Twitter.

3. Today’s Panelists
Chris Scavo Jane NassiriWes Trochlil

4. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Good Data: The Fuel for your
Association’s Marketing Engine
Wes Trochlil
President
Effective Database Management, LLC

5. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Data Channels
• Where does your data come from?

6. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
In-office Exercise
Identify your data channels
Data Channel Where it’s Kept Who Manages it Data Points Within

7. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Identifying Data Channels
• Membership
• Committee service
• Events registration
• Product Sales
• Subscriptions
• Exhibits
• Sponsorship
• Accreditation
• Certification
• Awards
• Advertising
• Fundraising
Obvious Channels

8. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Identifying Data Channels
• Industry databases
• Customer inquiries
• Phone apps
• Website downloads
• “Send me more info”
• Volunteers
• Face-to-face meetings
• Focus group participation
Less Obvious Channels

9. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
In-office Exercise
Identify your data channels
Data Channel Where it’s Kept Who Manages it Data Points Within
Membership AMS Membership Dept Type of member,
length of
membership
Event Registration Online System Events Dept Type of registration,
type of event
Donations Spreadsheet Executive Office Size of donation,
number of donations
Exhibits Spreadsheet Events Dept Size of booth,
number of years
exhibiting

10. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Case Study
NACUBO
• $10 million budget, 54 staff, ~3,000 organization
members
• Promotes nearly 40 educational events per year

11. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Case Study
• Objective: Decrease marketing costs
• Action: Develop system for identifying best
customers
• Result: Decreased marketing costs by 40%, increased
attendance by 35%, increased revenue by $100K

12. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Case Study
• Twelve different data points
• Three years of data

13. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Case Study
Purchases
•Books
•Conferences
•Web seminars
•CDs / Podcasts
•Online Self Study Courses
•Mailing lists
Participation
•Award Nominations
•Focus Groups
•Listserves
•Research studies
•Volunteer or facilitator
•Testimonials or surveys

14. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Case Study
Assign Value
1-low level
(instant)
3-mid level
(time)
5-high level
(travel/time/money)
Books - 1
Conferences - 5
Web seminars - 4
CDs / Podcasts -1
Subscriptions - 2
Advertising - 1
Award Nominations - 3
Focus Groups - 2
Listserves -1
Research Participation - 3
Annual Convention - 5
Testimonials or surveys – 2
Online self-study course - 3

15. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Case Study #1

16. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Case Study
• Gold – 837
• Silver – 607
• Bronze – 706
• Tin – 1801
• Zero - 5808

17. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Case Study

18. ©2015 – Effective Database Management.Phone: 540-338-9404 • Email: wes@effectivedatabase.com
Five Key Data Management Tips
1. Know where your data is (data channels exercise)
2. Understand implied interest
3. Allow for segmented opt-outs
4. Centralize data to the extent possible
5. Success, not perfection

19. Informz =
Opportunity
Results-driven digital marketing
solutions for associations and
nonprofits
Chris Scavo, Digital Marketing Strategist

20. The Power of Integrations
• Seamless transition of data
• Reduction of manual intervention
• “Jack be nimble, Jack be quick”
• More powerful marketing automation
initiatives

21. Using Data to Get Personal
• Head Data versus Heart Data
• Increased audience insight
• Personalized content marketing plan
for more effective messaging
• More effective subscriber analysis

22. Personas enable us to easily separate constituents based on
their needs.

23. Meaningful Connections Drive Results
• Unsubscribe versus Opt-Out
• Give subscribers a voice
• Use a preference center to gain insight

24. Meaningful Connections Drive Results

25. Meaningful Connections Drive Results

26. Recognize Trends through Scoring

27. Recognize Trends through Scoring

28. Recognize Trends through Scoring

29. When to Reach Out
• Updates to Interests and/or Profile
information
• Membership renewal (90 days, 60 days,
30 days)
• Lapsed Renewals
• Donations
• Changes to your market
• Opportunities for calls to action
• Reasons to celebrate
• Birthday
• Membership anniversary
• “Thanks for helping us reach our goal”

30. Opportunities with Automation
• What to automate
• Welcome
• Event
• Nurture
• Membership Renewal
• Re-engagement
• Winback
• Best practices
• Know your audience
• Map the process
• Understand the journey
• Create relevant content
• Label your flow
• Remain focused
• Analyze

31. Data on Your Data
• Know the power of your data
• Stay engaged
• Mailing Activity Reports
• Campaign Dashboards
• Subscriber Reports

32. MemberSuite
Good Data: The Fuel for your Association’s Marketing Engine

33. • Membership
• Products
• Awards and Competitions
• Exhibits
• Events and Sponsorships
COLLECTING AND USING DATA FOR MARKETING

34. MEMBERSHIP
Follow your members
• Networking
• Social media
• Capture Data

35. PRODUCTS
• Repeat customers
• Purchasing cycle
• Demand of the product
Data powers sales

36. AWARDS and COMPETITIONS
• Past entrants
• Past winners
• Membership category
And the winner is ….

37. EXHIBITS
• Assign priority points
• Leverage the competition
• Demographics
Location, location, location

38. EVENTS and SPONSORSHIPS
Sponsored event?
Be Creative
• Job function
• Industry product
• Location of event

39. Thank You!
Chris Scavo Jane NassiriWes Trochlil
Effective Database Management
wtrochlil@effectivedatabase.com
www.effectivedatabase.com
540.338.9404
@westrochlil
Informz
Scavo@informz.com
www.informz.com
888.371.1842 x5
@scavoatinformz
Membersuite
jnassiri@membersuite.com
www.membersuite.com
678.606.0310
@janenassiri