You are at the end of the year, the end of your wits, and just a little bit delirious. The Membership Fairy makes an appearance, handing you a magic wand. So why not believe in what “could be” in the new year?
What if….everyone at your organization made you the Membership Queen, or King? They let you have anything you want for a whole year, when it comes to your membership program, of course?
What if…. Everyone listened to you about what membership had been able to achieve this past year (without everything you needed to have a robust program) and what you COULD attain in the new year with all the tools, budget, staff support you needed?
What if….you got to set your own goals for membership in the new year? Rather than someone in the finance department assigning a certain percent of increase in your revenue expectations without your input or without giving you additional budget to make that increase a reality?
What if….your members were totally delighted with the turnaround time on receiving their membership cards, and with all of your member events and communications?
What if….you could make all of this happen in the new year?
Maybe you can! Here’s how. Wrap up the numbers from 2014 and then create a “State of Membership” report. Tell your story – how did renewals do? What about new member acquisition? What worked the best? Where were your challenges? How was attendance at members’ events?
Then, pick at least one doable thing you can do to improve each of those areas. Some of your additions can be done without additional budget, some will require investment.
Renewals. Ideas such as adding email to the snail mail renewal reminders if you are not already doing, adding a phone contact for first year members who are the most vulnerable, adding a Facebook renewal contact to people up for renewal using Facebook retargeting.
Acquisition. Adding direct mail or new lists to your direct mail. Or a backend analysis to more fully understand exactly how many of your new members were touched by the mail that you are already doing, adding an online campaign that uses email to your audiences and outside audiences as well, to simultaneously conduct a Facebook campaign.
Engagement. Getting members engaged in your conservation mission, getting members to become your social media advocates, to recognize members when they visit, get members to give memberships as gifts or to involve them in a member get a member campaign.
Pick ideas to help tick up your renewal, acquisition and engagement numbers, commit to it in writing, make that new year membership plan part of your “State of Membership” and then share your report and plan with your boss, the marketing department, with your Director. Then put your plan into action! Catch everyone’s attention with these new efforts, and then report back. You will be a proactive Membership Manager who is not willing to accept the status quo. Hopefully you will grab attention and be more likely to make the ‘What if’s” come true for you and your program in 2015!