Higher Logic

DECEMBER 19, 2018

Member retention: it’s always on our minds. In 2019, how do you plan to get your members to stick around? When people face so many competing demands for time, attention, and money, this question is bigger than ever. The Membership Marketing Benchmark Report asked associations why they think members don’t renew. The two biggest reasons they mentioned, after “lack of engagement ” (37%) were: Members c ould not justify membership costs with any significant ROI ( 28% ).

Marketing 289

Marketing Tools Communications Survey 289

Association Success

DECEMBER 19, 2018

Get to know your audience and deliver the content they want and need. What keeps your members and sponsors up at night? Does the content you provide target their concerns and help them sleep more soundly? Associations tend to speak about “the association” as an all-encompassing whole, without thinking about the audience on the other end of their communications.

Content 76

Content Strategy Communications Revenue 76

Forj

DECEMBER 19, 2018

Association members grow and change over time, and their needs grow and change with them. Unless the association addresses these changes, members won’t see the value of their membership. One tried-and-tested way to keep members engaged is providing professional development opportunities – either to improve networking avenues for members or to support them in certification exams.

LMS 89

LMS Learning Management System Analysis Certificate 89

Associations Now

DECEMBER 19, 2018

It’s always better to prepare for the big one before it hits. A new collaboration between the Association for Financial Counseling and Planning Education and the Federal Emergency Management Agency could help get the public in a risk-management mindset. An association representing financial counselors is joining forces with federal emergency management officials to help the public better prepare financially for the risks of natural disasters before they hit.

North Carolina 99

North Carolina Florida Education Resources 99

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Member Engagement

Robert Skrob

DECEMBER 19, 2018

Zander Marshall, son of my friend and client friend Perry Marshall, told me this quote in a conversation we had at the Connemara National Park in Ireland. I made note of it in June when he said it, and I’ve been reading and rereading it ever since. Too often, when I’m asked to review why a membership program is failing to grow, I’ll see they have a great new member promo, but the new member onboarding flips right to instructions and how-to.

Review 31

Review How To 31

Associations Now

DECEMBER 19, 2018

CropLife America, an industry group focused on the use of pesticides in agriculture, has helped raise its message to a broader audience with the help of a goofy online video campaign starring a guy dressed as an annoying bug. Need a laugh? A trade association’s marketing campaign about the need for pesticides in agriculture might do the trick. CropLife America , which represents pesticide makers and distributors, has raised eyebrows with “Give a Crop.

California 79

California America Video Social Media 79

Associations Now

DECEMBER 19, 2018

A study shows that 56 percent of meeting time is unproductive. Here are some strategies to make them more efficient. Also: Associations should emphasize purpose in workplace culture. Time is valuable, and by coming to your meetings, colleagues are entrusting you not to waste theirs. But according to new research from employees in the United Kingdom, Germany, and France, of the 187 hours a year they spend in meetings on average, about 56 percent of that time is spent unproductively—totaling 105 h

Products 61

Products Tips Technology Strategy 61

Associations Now

DECEMBER 19, 2018

Whether brand-new trade groups, fresh-faced associations, revamps of existing organizations, or issue-driven coalitions, a lot of groups got their start in 2018. Here’s a nice long list to give you an idea of the industry’s breadth. The great thing about the association space is that the longtime saying about the field—there’s an association for everything—is generally true.

Sample 69

Sample United States New York America 69