This is the last of four case studies on how associations are using business intelligence, about which I presented at a recent ASAE conference. There are a lot of details to these case studies, but since this is a blog, I’m going to keep this at a high level.
The mission of the National Defense Industrial Association is to bring together representatives from the government and the defense industry. NDIA accomplishes this by coordinating over 80 conferences per year. All of these events, as well as NDIA membership, are managed in a single association management system.
NDIA did some “inward looking” and determined that a significant portion of their key buyers audience (government and military personnel) were attending conferences but were not joining as members. NDIA identified over 20,000 individuals within their database with .mil or .gov email addresses that were not members, and developed a process for offering membership to these individuals during the conference registration process.
Ultimately what NDIA did was to develop an online conference registration process that used the registrant’s email address to identify them as a military or government employee. If the email address was .mil or .gov, during the registration process, the system would offer a free membership to the individual, simply by checking a box.
NDIA also developed “one-click” emails that they used in outbound marketing campaigns to sign up these individuals. The result is that in just over a year, NDIA has brought in 7,000 new individual members in this member class, representing a 100% increase.