3 Key Strategies to Grow Your Membership in 2014

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The ball has dropped on the new year and associations across the country have a brand new set of goals for serving their members and growing their organizations in 2014.

Some associations will have goals for generating new member sales. Some will seek to improve member retention rates. Others will want to increase non-dues revenue from sources such as events, sponsorships and advertising. And, of course, some associations have goals for all three areas.

Regardless of your goals, demonstrating value to your members and growing your association is critical for your success in 2014 and you need more than just goals to achieve success.

You need a plan of how to get there and key strategies you can use to accomplish your goals.

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3 Key Strategies to Grow Your Membership in 2014

  1. 1. Opening Remarks – DJ & Terry About WebLink SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations Established in 1996, 60 Employees, based in Indianapolis, IN 94% Customer Retention Rate
  2. 2. Opening Remarks – DJ & Terry About WebLink Association Management Software Website Design & Development Non-Dues Revenue Programs Partner in Your Success
  3. 3. Opening Remarks – DJ & Terry About WebLink • Insightful reporting • Innovative • Intuitive • Complete and comprehensive integration • Responsive and timely customer support
  4. 4. Opening Remarks – DJ & Terry Get a copy of today’s presentation • 3 short questions at the end of the presentation • Click on the screen to answer the questions • We will email you the presentation and a link to the recorded video.
  5. 5. Opening Remarks – DJ & Terry Today’s Presenter • Chris Bass, Director of Marketing @ WebLink • 15 years experience in marketing, advertising and business development • Focus on high performance brand strategies that fuel organizational growth
  6. 6. We should offer tiered- dues. We should Agenda offer advertising opportunities through our We need our own line of products to increase non-dues revenue. website. We should create a blog to engage our members? We need an app to stay relevant . We need to provide our members with better events. We need to be the business learning hub in our community. Social media is the ticket to more members.
  7. 7. Opening Remarks – DJ & Terry “You don't win once in a while; you don't do things right once in a while; you do them right all of the time. Winning is a habit.” - Vince Lombardi
  8. 8. Opening Remarks – DJ & Terry Activate your best members to increase the speed of acquiring new members Always be testing to determine which ideas contribute most to membership growth Identify and inventory the metrics that will define success
  9. 9. Opening Remarks – DJ & Terry Activate your best members to increase the speed of acquiring new members
  10. 10. Opening Remarks – DJ & Terry You know we’ve been thinking that joining the association would be beneficial to our company and employees, but we’re just not sure. Activate your best members to acquire new members
  11. 11. Opening Remarks – DJ & Terry If you’re looking for an organization that can help you navigate the change that our industry is facing, you’ve got to check out American Marketing Association. They’re really on their game and will help you understand the changing landscape of social media. Not only that, but they’ve established guidelines for interactive marketing generally. The AMA is a great source of information. Activate your best members to acquire new members
  12. 12. Opening Remarks – DJ & Terry Not only that, just last month at one of the events the AMA produces, we were able to connect with a few prospective customers that we might not ever have met this quickly. Being a member really has its advantages and when you look at the investment you’re making in the AMA you’ll find that your ROI is pretty solid. Activate your best members to acquire new members
  13. 13. Why are your members your members? Agenda Team, we’re having a great year. Turnover is at an all-time low and we get resumes left and right. Best of all, memberships are up over the same period last year. At the end of the day, that’s the true measure of success, right? Membership is up and that is what really counts. If it’s not broken, don’t fix it. We’ll be fine if we just keep doing what we’ve been doing. No doubt we’re having a great year. I was just talking to one of our members, and he was telling me he loves the events we produce. Well, I was talking to one of our largest contributing members the other day, and she was telling me that she is engaged with us because we help them connect with more prospective customers. Activate your best members to acquire new members
  14. 14. Why are your members your members? Agenda Different points of view were exchanged. There was no specific discussion of doing anything that would grow the organization next quarter or next year. In fact, some don’t believe it’s necessary to do anything different from what they’re doing today. Activate your best members to acquire new members
  15. 15. Why are your members your members? Agenda The metric illustrated in our story was membership sales. As a metric, membership sales provides undeniable evidence that prospects and members were willing to join your organization . Sales is a great metric, but it only measures the member’s choice to join. It does not explain why your members joined. Activate your best members to acquire new members
  16. 16. Opening Remarks – DJ & Terry Ultimately, to understand why your members joined you need to have a dialogue with them, but who are the best members for you to talk to? Activate your best members to acquire new members
  17. 17. Opening Remarks – DJ & Terry Would you recommend ‘XYZ’ organization to your friends and acquaintances? Promoters Activate your best members to acquire new members
  18. 18. Opening Remarks – DJ & Terry Your best members are a rich, often untapped source of information that can help you grow your organization. Their perceptions about your association can help you answer why your members are your members. What Promoters say to their friends and acquaintances helps to grow your organization. Their friends and acquaintances are likely an untapped source of qualified prospects that will help you grow your membership. Activate your best members to acquire new members
  19. 19. Opening Remarks – DJ & Terry Promoters represent one way to define your best members. Activate your best members to acquire new members
  20. 20. Opening Remarks – DJ & Terry LIFETIME VALUE REPORT
  21. 21. Opening Remarks – DJ & Terry Activate your best members to increase the speed of acquiring new members - Identify Your Best Members • Those who will recommend your association to their friends and acquaintances. • Overall contribution to the organization. - Understand Them • Your best members are a great source of information that can help your grow your organization.
  22. 22. Opening Remarks – DJ & Terry Your Association is what your best customers are telling their friends and acquaintances right now. Not only that, just last month at one of the events the AMA produces, we were able to connect with a few prospective customers that we might not ever have met this quickly. Being a member really has its advantages and when you look at the investment you’re making in the AMA you’ll find that your ROI is pretty solid. If you’re looking for an organization that can help you navigate the change that our industry is facing, you’ve got to check out American Marketing Association. They’re really on their game and will help you understand the changing landscape of social media. Not only that, but they’ve established guidelines for interactive marketing generally. The AMA is a great source of information. Activate your best members to acquire new members
  23. 23. Opening Remarks – DJ & Terry The power of using Personas to activate your members CEO Navigating changes in the Industry Operations Manager Guidelines and Best Practices Activate your best members to acquire new members Business Development Director Connecting to Prospective Customers
  24. 24. Opening Remarks – DJ & Terry Creative and Aspirational Opportunities CEO Referrals Coming From Your Association Operations Manager Training and Employee Development Business Development Director Advertising on Your Associations Website
  25. 25. Opening Remarks – DJ & Terry I like the creative approach of the website, but I think the font is all wrong. Let’s take a look at a couple of different fonts. I’m not sure it’s the font, I’m concerned about some of the copy. Let’s take another look at the copy. I’m just not convinced the website reflects the personality of our organization.
  26. 26. Opening Remarks – DJ & Terry One Key Element Remains
  27. 27. Opening Remarks – DJ & Terry So the key elements of activating your best members to help grow your membership include: Target Audience Insights Aspirational Opportunities
  28. 28. Opening Remarks – DJ & Terry Activate your best members to increase the speed of acquiring new members - Identify Your Best Members • Those who will recommend your association to their friends and acquaintances. • Overall contribution to the organization. - Understand Them • Your best members are a great source of information that can help your grow your organization. - Craft initiatives They Will Share With Their Friends • Be what your members are interested in. Activate your best members to acquire new members
  29. 29. Opening Remarks – DJ & Terry Activate your best members to acquire new members
  30. 30. Opening Remarks – DJ & Terry 1 day after release • 1,000,000 hits 1 month after release • 20,000,000 hits
  31. 31. Opening Remarks – DJ & Terry LinkedIn eBook for Associations
  32. 32. Opening Remarks – DJ & Terry
  33. 33. Opening Remarks – DJ & Terry LinkedIn eBook for Business Activate your best members to acquire new members
  34. 34. Opening Remarks – DJ & Terry
  35. 35. Opening Remarks – DJ & Terry Activate your best members to increase the speed of acquiring new members - Identify Your Best Members • Those who will recommend your association to their friends and acquaintances. • Overall contribution to the organization. - Understand Them • Your best members are a great source of information that can help your grow your organization. - Craft Initiatives They Will Share With Their Friends • Be what your members are interested in.
  36. 36. Opening Remarks – DJ & Terry Always be testing to determine which ideas contribute most to membership growth
  37. 37. Opening Remarks – DJ & Terry Always Be Testing
  38. 38. Opening Remarks – DJ & Terry Always Be Testing
  39. 39. Opening Remarks – DJ & Terry Always Be Testing
  40. 40. Opening Remarks – DJ & Terry Always Be Testing
  41. 41. Opening Remarks – DJ & Terry Click-Through Rate (CTR) Referral Rate Always Be Testing
  42. 42. We should offer tiered- dues. We should Agenda offer advertising opportunities through our We need our own line of products to increase non-dues revenue. website. We should create a blog to engage our members? We need an app to stay relevant . We need to provide our members with better events. We need to be the business learning hub in our community. Social media is the ticket to more members.
  43. 43. Opening Remarks – DJ & Terry Member Value BEST IDEAS to PURSUE Contribution to Association Growth Always Be Testing
  44. 44. Opening Remarks – DJ & Terry Activate your best members to increase the speed of acquiring new members Always be testing to determine which ideas contribute most to membership growth Identify and inventory the metrics that will define success
  45. 45. Opening Remarks – DJ & Terry Identify and inventory the metrics that will define success
  46. 46. Opening Remarks – DJ & Terry “If you don’t know where you’re going. You’ll end up someplace else. ” - Yogi Berra Identify and inventory the metrics that will define success
  47. 47. Opening Remarks – DJ & Terry “A goal is a dream with a deadline.” - Napolean Hill Identify and inventory the metrics that will define success
  48. 48. Opening Remarks – DJ & Terry Identify and inventory the metrics that will define success
  49. 49. Opening Remarks – DJ & Terry LIFETIME VALUE REPORT
  50. 50. Opening Remarks – DJ & Terry MEMBER RETENTION REPORT
  51. 51. Opening Remarks – DJ & Terry MEMBER SEGMENTATION REPORT: SEGMENTED BY NUMBER OF EMPLOYEES
  52. 52. Opening Remarks – DJ & Terry How do you define success? • • • • • • • New members acquired Members retained Member contribution to the organization Staff turnover Increases in non-dues revenue Other All of the above Identify and inventory the metrics that will define success
  53. 53. Opening Remarks – DJ & Terry Activate your best members to increase the speed of acquiring new members Always be testing to determine which ideas contribute most to membership growth Identify and inventory the metrics that will define success
  54. 54. Opening Remarks – DJ & Terry Coming up: 3 Questions
  55. 55. Opening Remarks – DJ & Terry WebLink Recap: An Integrated Solution • ONE web-based centralized database • Prospects, members, nonmembers and all reps in same system • Financials, events, email, committees, website, reporting Financial System Prospects Website Central DB Email Marketing Events Members
  56. 56. Opening Remarks – DJ & Terry Association & Chamber Websites • 500+ client websites • WebLink Local business directory drives 67% increase in traffic from organic searches • Adds value for members • Non-dues revenue • Responsive website design – automatically looks great on all devices
  57. 57. Opening Remarks – DJ & Terry WebLink Website Management System • Very easy to add pages and edit content • Drag and drop new content sections • Quickly modify the navigation menu • Easily add photos, videos, buttons, documents, blog posts and more
  58. 58. Opening Remarks – DJ & Terry About WebLink • Insightful reporting • Innovative • Intuitive • Complete and comprehensive integration • Responsive and timely customer support
  59. 59. Opening Remarks – DJ & Terry 3 Questions Please answer these to receive a copy of the presentation.
  60. 60. Opening Remarks – DJ & Terry Chris Bass Director of Marketing chris.bass@weblinkinternational.com WebLink International 3905 Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 weblinkinternational.com | weblinkblog.com

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