Converting Guests into Members

Marketing your organization’s events to guests is always a good idea. You might, however, find that these guests continue to pay the guest price rather than ever joining the association. We have a few suggestions that could be just what your guest needs for that last push into membership.

Follow up with your guests.

Reach out to your guests via email and let them know how much you appreciate them visiting. In this email, you could include links to the website as well as a list of upcoming events. Once they are to your website, they will be able to see member benefits and more. The email will also make them feel valued and will make them more likely to sign up as a member.

Shine a light on guests through social media.

Take pictures at your event and make sure to get some photos of guests. Let them know that the pictures will be on the organization’s social media page. This might make them more inclined to visit the social media page and get more of a feel for the association. It also allows them to feel special and as if they are already a part of the organization.

Consider discounts.

If you are not opposed to docking the price of membership or events a little bit, discounts are always a strong motivator. In the email you send to guests, let them know that if they sign up for membership before the meeting, they will get a free ticket to the next event or a discounted membership price. Setting the deadline will pressure the guest to sign up. Also, who doesn’t love a nice discount?

Survey.

Along with a follow up email, you could also send or call for a survey of the event. Ask the guests what they enjoyed? What do they want to see at future events? Were they welcomed? These answers could not only help your organization in recruiting future guests, but also force the guest to consider all the positive experiences they had at the meeting. You could then invite them to join the organization and cross your fingers.

Converting non-members to members is always the goal. These guests that sign up for events are already familiar with the organization and interested in the industry. A quick moment of reaching out could make all the difference.

Member Retention: Your Membership Webinar Review

Impact’s team member, Heather, recently watched a webinar on Member Retention by YourMembership. Heather reported back to the team with many creative ideas and suggestions that she learned from this webinar.  

The video mentioned that a member is going to decide whether they will renew in the first 3 months. This proves how crucial communication is when welcoming a member.  It is important to show the new member their importance to the association and inform them of all benefits and resources the membership includes. This increased communication, however, cannot stop after the initial welcome. It is crucial to maintain a consistent line of communication between the board and members. The members need to be reminded of why they chose to become a member in the first place. This can be as simple as sharing industry related news or updating them on changes within the board.  

At the end of the day, however, you are still going to lose some members. One option that YourMembership suggested is conducting an exit survey. This should include something positive such as, “What did you gain from being a member?” Questions like this can remind the member of the perks before exiting and could influence their decision. The exit survey should also include questions that give further insight into why members are leaving. Questions can include “Why do you not want to renew?”, “What would have made you want to renew?”, or “When did you decide not to renew?” Information like this can help the board understand what steps to take next.  

Next steps could include adding more benefits, implementing better communication, or recognizing when members make their decision. It is a lot easier to retain a member than to recruit a new one. Putting time an energy into your current members can show a large payoff.

https://www.yourmembership.com/resource-library/webinars/

Fueling Member Involvement

It is easy for members of an association to feel as though they are just another face in the crowd. Connecting with members and involving them in decisions is the best way to provide most members with what they want out of the association. The following steps will provide you with a few quick ways to further engage members.

Start a discussion. Involve your members by asking questions whether it is about industry related subjects or what the members want to see with upcoming events, resources, etc. This is a great way to kick off conversation among members and open a line of communication between the board and members. This could be done through social media at an event or wherever it seems fit.

Keep members in the know. A newsletter might not be read by all, but it is the best way to keep members up to date and informed about the association. Once a month is ideal for a newsletter and be sure to include upcoming events and resources the members can utilize. This is what they will be looking for in the letter. A newsletter can also be a good way to show members what their dues and donations are going towards. Whether it is providing a scholarship for a student or providing research for a disease, members want to see the impact their money is making.

Emphasis Exclusivity. Show your members what they are getting out of their membership. This could be done by inviting members to an event or reiterating membership benefits. This will keep them involved and content as well as prevent them from discontinuing their membership. Providing things that they enjoy and do not want to miss out on, will keep them coming back for more.

Keeping these ideas in mind, can make a significant impact on membership involvement.