By Guest Blogger:

Emma Nicolson, Director

Mulberry Advertising

The results from last month’s MemberWise quick poll showed that almost a quarter of organisations keep member retention and recruitment functions separate. Doing this helps to focus our efforts, however a more nuanced approach can be very beneficial. In all our years working with membership organisations one particular ‘recruitment’ method has been more effective than any other.

Retention and Recruitment Programmes should work in harmony.

At Mulberry we strongly recommend making membership marketing material ‘member focussed’. Often, we not only use actual members in our campaigns, but spend a lot of time talking and engaging with members to really understand them – their wants, needs expectations and personas. We respond to data analytics and research to create targeted and effective communication pieces. BUT, some of the most effective campaigns we have produced have not been based around a snappy headline or creative cleverness. They have been the work of a Member-get-Member programme of activity.

What is a Member-get-Member scheme?

Member-get-Member schemes work on the basis that your members are your greatest asset. They are powerful advocates and ambassadors. It’s why retention is as important as recruitment. In our last blog article we talked about the importance of cultivating engaged members. There is no better way to involve members in your organisation than to encourage them to introduce those people they would like to join.

What makes a successful scheme?

You need to know what makes your members ‘tick’ in order to create an effective campaign. It’s important to incentivise a Member-get-Member programme. You don’t necessarily need to spend a lot on the incentive, but it needs to be something that resonates with your target audience. Maybe a couple of months FREE membership for both the Member getting and the Member joining? Maybe you have a product or event that you can discount? Or, perhaps you have a way of elevating their status within your membership’s community. Are they a ‘Gold’ member because of their endeavours?

Deciding how to incentivise and communicate your Member-get-Member scheme is where your creative agency can really help. Talk it through with them and together you can formulate the ingredients of a really strong campaign that increases recruitment and strengthens retention.

 

Mulberry Avertising is a specialist creative design and marketing agency for membership organisations with a company legacy stretching