I recently had the opportunity to contribute to The Hidden Science Behind Membership Renewals: Insights from Industry Experts, an ebook compiled by Jay Daughtry for Protech.
Jay and I talked about:
- Why it’s often more useful to benchmark against yourself than against “industry norms”
- Understanding what you can – and can’t – control
- Targeting your messaging to the goals your members are trying to achieve, the problems they’re trying to solve, and what the association offers to help with those things
- Rewarding the behavior you wish to see
- Tracking and documenting what happens as you go so you know what’s working and where to most effectively invest your resources
The ebook also includes insights from Scott Oser on the importance of conducting multichannel campaigns (you CANNOT JUST send emails and expect to be successful, people!) and from Michael Hoffman on the importance of Word of Mouth (what someone else says about your association is WAY more persuasive than what you say about yourself).