In over 17 years of consulting, I can’t tell you how many times I’ve had a conversation similar to this one: Client: “Our database sucks.” Me: “What makes you say that?” Client: “The data is bad. I pull a list of board members and I see lots of errors.” Me: “Why is the data bad?” Client: …
Because data is so easy to collect and store these days, it’s very tempting to try to collect data about anything and everything on our members and customers. But before you decide to collect yet another piece of demographic data on your members, ask yourself this: “Is this data actionable, or just interesting?” Actionable data is …
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One of the most common gripes I hear when I talk with business development staff within associations is that they don’t have enough time to enter data, and therefore don’t use the database. I think there are several things going on here: The system they are using MIGHT BE cumbersome. They’ve never developed a good …
The challenge for Business Development managers using an AMS Read More »
In a few weeks I’ll be speaking at ASAE’s Marketing, Membership & Communications Conference. My session will be on leveraging your organization’s AMS to improve…
One of the primary services I provide to my clients is helping them select and implement new association management software. Because there are so many choices available (here’s a list that I follow), my clients use me as an insurance policy, to make sure they make a choice that’s right for their organization. While having …
I’ve written several times before about managing email opt-outs (Here’s a short list). One issue that I continue to encounter with my clients is that the management of opt-outs tends to be too broad. That is, the opt-out is all or nothing; say yes and I’ll send everything, say no and you’ll receive nothing. We …
I received, in the mail this weekend, a letter from the ASAE Foundation, asking me for a donation. Having been a volunteer for ASAE for over 15 years, this letter has some appeal to me. (Kudos to ASAE for opening the letter with “As a volunteer…” Proof that someone there knows me!) As I set …
“Marketing is anything that helps or hinders sales or use of products and services.” These words are from Terri Langhans, whom I heard speak at an ASAE conference a while back. This is her definition of what “marketing” is, and I think it’s dead on. Marketing is not a function limited to the marketing department, …
Sometimes I read things that are so patently obvious, I wonder why they’re even news. Accenture has released a survey of 4,100 consumers that determined that “service — more than price — is a clear differentiator” for who customers choose to work with. I don’t know why this would be news to anyone, but apparently …
Shocker! Poor customer service drives customers away Read More »