In getting to know our association clients over the years, we’ve come to understand we can add significant value to an association’s new member acquisition and retention programs by overlaying the same database marketing principles we use to make fundraising efforts so successful.
Recruiting
Recruiting new members is vital to every association’s long-term success. Natural member attrition must be counteracted and any real growth to an association’s rolls will come from new member investment.
MMS understands the cost of prospecting new members is often seen as a prohibitive. We strive to understand the lifetime value of every new member in order to design and deliver campaigns that create new members at a comfortable cost and a strong ROI. We can help your association excel at the following to achieve maximum return on their new member efforts:
Retaining Members
Investing in efforts to retain/reinstate members is always more cost effective and more profitable than new member acquisition. Retained members are already familiar with the membership benefits and are more likely to convert at a higher rate on the next renewal than their newly acquired counterparts.
MMS works to complement your association’s internal renewal and reinstate efforts to add significant value to your membership marketing, and greatly reduce member attrition. We work closely with our clients in the following areas to maximize the overall effectiveness of their retention efforts:
Recruiting
Recruiting new members is vital to every association’s long-term success. Natural member attrition must be counteracted and any real growth to an association’s rolls will come from new member investment.
MMS understands the cost of prospecting new members is often seen as a prohibitive. We strive to understand the lifetime value of every new member in order to design and deliver campaigns that create new members at a comfortable cost and a strong ROI. We can help your association excel at the following to achieve maximum return on their new member efforts:
- Identify all new prospects coming into the market place.
- Forecast net lifetime value and invest in new members up to an acceptable margin.
- Track promotion activity against prospects over time.
- Personalize marketing efforts based on prospect profile.
- Effectively communicate the benefits of membership.
Retaining Members
Investing in efforts to retain/reinstate members is always more cost effective and more profitable than new member acquisition. Retained members are already familiar with the membership benefits and are more likely to convert at a higher rate on the next renewal than their newly acquired counterparts.
MMS works to complement your association’s internal renewal and reinstate efforts to add significant value to your membership marketing, and greatly reduce member attrition. We work closely with our clients in the following areas to maximize the overall effectiveness of their retention efforts:
- Develop a clear and consistent communication strategy to highlight benefits of membership and create a strong brand name.
- Expand the window for retention marketing
- Use phone efforts to augment mail efforts
- Solicit member feedback for non-renewals
- Aggressively invest in retention marketing.
- Resell the benefits of membership
- Use promotions with tangible items for further branding.
- Gather demographic and contact information
- Alter the marketing effort based on member’s profile