Year-end membership wins
How to hit year-end targets in times of flux
After months of seismic change to our personal and working lives we are approaching the year end - and with it, targets.
For some membership organisations this has accelerated their digital transformation journeys, for others it has kickstarted it. This has often meant growing or at least maintaining membership numbers and associated spend at a highly volatile time. It results in initial stress and pressure but also innovation and for many a change of mindset on the potential of delivering digital benefits.
We understand the importance of our client’s business critical KPIs like membership renewals and acquisitions. Read on for tips and quick wins to give those metrics a final push ahead of your deadlines.
Beyond supporting your current members, a well-considered approach to online benefits is also a key factor to attain new members during this time. Make sure you’re giving prospective members an immediate reason to join.
2. Boost insights
Data is a key asset for membership organisations.
If most interactions between you and your members take place online, use this as an opportunity to learn more about them to then tailor your approaches.
Maybe they’re working remotely so there are different addresses or phone numbers to reach them. Maybe their personal circumstances have been impacted by the pandemic so it’s good to keep an eye out for changes in position, new email addresses, changed topics of interest, etc.
Prompting for insights in a survey or a quick poll on your website is a great way to go about it. User testing is another useful tool; it can take place remotely and it’s easy to start small by asking your members, friends or even staff to participate.
Identify what's working and what needs improvement
Knowing who is likely to lapse or prospects who are ripe to convert is very powerful information. We recommend regularly drilling down into the data that your systems provide to identify opportunities or challenges as they arise. However, we understand that this is a time consuming process which may not seem feasible to start in the current climate.
As it does deliver valuable insights, we support our clients by delivering regular reports and suggestions for next steps in alignment with business critical targets.
Do get in touch if you’d like to have a chat and discuss your options.
3. Optimise engagement and acquisition
Once you have communicated pain points and opportunities, it’s time to act. How can you use your newly gained insights to enhance engagement levels?
Quick wins are often achievable by taking a close look at your key landing pages. Consider how user journeys can run more smoothly and how Calls To Action (CTAs) can be utilised more effectively.
Optimising headlines, tone of voice and imagery can often go a long way. It can spark an uplift in engagement with a knock-on positive impact on take up of key offers like membership, paid-for events and resources. Hear more about boosting conversion on your key landing pages in our recent blog post.
4. Report with confidence
Reporting on your findings is a critical step to making change happen. If you’re the person interpreting the data, you’re also the one to point in the right direction.
Tactical weekly reports and more detailed monthly reports help to pick up opportunities and challenges more swiftly and to better align your output to your targets. Now that minds are increasingly focused on KPIs, transparency and recommending next steps can really help to save time and money.
