How do you ensure that your members are getting most value from their relationship with you? We explore some key areas in which you can amplify the value, engage them in gaining value and how your organisation can benefit from a mobilised membership.
Amplify
Communication is critical. Clearly stating your membership proposition and benefits should be a given, but for many this is still an area for improvement. It’s important to use your website to highlight the value of membership, outline your member benefits and where possible have a testimonial which amplifies the value of membership through story and personal connection.
Playback
We all need to be reminded from time to time. Playing back the value of membership to members is an often-overlooked but significant piece of comms. If you’re not already, you should be recording the value of membership in your CRM system and replaying that to the member at appropriate times to encourage them to highlight opportunities to optimise value. Playing back the value that they have achieved could help you to secure renewals, or at least plant the seeds of positivity towards it.
What does value look like?
Examples of ‘value’ could include how much money they have saved on courses, events and resources through being a member. Where you have a member directory that can help to support and promote their business you could report on searches they appeared in and contact initiated through their listing which can also mobilise member action to realise increasing returns on their investment.
Whilst the best received data playback is of a member’s personal engagement value, a report on what the organisation has been able to achieve on behalf of its entire membership also underlines the value of your work and their part in that.
It’s personal
Are your members aware of what you’re saying? Do they like it? Are they likely to engage with you in the course of their everyday lives? If you don’t know the answers to those questions it might be worth analysing the data you have around current engagement or collecting some more.
If you haven’t yet cracked the personalisation of content, it’s well worth looking at how you might achieve that on your website, perhaps using your members area and through email communications. Personalised content has been proven to improve user experience and perception whilst significantly increasing engagement, retention and acquisition.
Sociable mobile
Having a mobile engagement strategy enables can be key to achieving the personal engagement of your membership. If you have an app is it integrated with your CRM so that the user experience is tailored based on what you already know about the user? Is the app set up in such a way as it helps you to learn more? Are you able to use push notifications successfully and yield greater engagement?
If you are using SMS, how are your campaigns performing with the cost of sending vs the value of engagement? Monitoring mobile engagement and refining your strategy and tools based on data-driven insights can be a really valuable exercise that can result in increasingly valuable engagement.
For many organisations previously non-priority social media channels have become an absolute connection lifeline, enabling them to connect, support and mobilise their largely mobile based audience through the pandemic.
We will be hearing from a number of organisations as part of our ‘Delivering Valuable Member Engagement’ seminar for the Membership On Track programme at 11am on 10th November, we’d love you to join us!
NetXtra are a team of strategic, creative and digital experts who partner with organisations in the not for profit sector. Call 01787 319393 or email [email protected] for more information.
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