The three steps to success

Take stock of 2022 and succeed in 2023!

So we’re heading towards the end of January – and how many of us are still sticking to our New Year’s resolutions? Have you had a successful Veganuary? Or perhaps you were bold enough to go with a Dry January?

I can’t say I have committed fully to many resolutions myself, but one of them was to write more for Memberwise this year, so here goes…

Inspired by the January spirit – and the feeling we all get as a New Year comes in, that anything is possible – this is the perfect time to take stock of your organisation and review the state of play.

Did you meet your membership targets in 2022?
What about your retention levels?
Were your events successful?
Did your campaigns hit the mark?
Do you know your members better?

The three steps to success

Review and Share

Looking at what has worked for you, and what hasn’t, is so important. You learn something from the bad as much as from the good. As creative director of a full-service agency I would implore you to discuss your findings with any of the partner agencies you work with.

It’s easy to communicate these results to an in-house team, but I’ve come across a few organisations who are reticent or simply don’t think to share their results with any outsources.

Most agencies with any nous will ask you directly for feedback, but if you can volunteer that information, so much the better. Review sessions are key to improving your stats this year.

Refresh

You may not have the budget for a brand-new membership campaign, but can you evolve the campaigns you used in 2022? A good creative agency creates campaigns for you that have longevity and can evolve over time, whether that’s with refreshed photography, a colour palette update, the addition of a new font or whatever. There are many small ways to give a campaign a new lease of life without starting again.

If your last campaign didn’t hit the mark, talk to your creative team and ask them why they think this might have happened, you may be surprised by their insight. Of course, if you’ve lost confidence in a marketing partner, January is a great time to spark a conversation with someone new, because a fresh pair of eyes can be really inspiring.

Renew

Finally, don’t lose sight of your membership base, remember retention is just as important as acquisition. Make sure you review your renewal process and your member journey. Are your communications to members really engaging with their wants and needs? Is your renewal process concise, simple, and easy to execute?

Ensure the offering to all your members, both new and existing, is on point and ready to give you the winning stats for 2023 that you deserve.

AND remember make the most of your MemberWise membership – a little bird told me the network has a lot planned this year over and above its usual events and activities. Don’t forget to look out for the Digital Excellence (2023/2024) Survey … I hear it’s on its way!