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Yes! Make it easier to join!
26 March 2015, by , in Data Management, No comments

I was very pleased to read this recent article in Associations Now by Joe Rominiecki about the Society of Hospital Medicine’s efforts to make their online join process easier. From the article:

Last year, [SHM] reduced its membership application from 64 data fields down to nine required fields. At the same time, it has become “more aggressive” about its ongoing data-integrity efforts. Ethan Gray, VP of membership, marketing, and communications at SHM, says it was time to shift its focus from the join phase to after.

I’ve written before about the dangers of trying to collect too much information from members and customers, especially during the join or event registration process. That’s why I was so pleased to see SHM reducing the number of required fields for their membership process.

As we all know, it’s much easier to retain and existing member than it is to recruit a new one. So why not make the JOIN as simple as possible? Once you’ve got them as a member, then you can ask for all that other data you [think you] need.

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“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

Mary Pat Paris
International Registration Plan

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Western Arts Alliance

Tim Wilson
Western Arts Alliance
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