Marketing

Use your data to communicate with first-year members differently

Long ago, I was a membership director in a couple of different trade associations. And as any membership professional knows, the most difficult members to retain are first-year members, those who have joined in just the past year. The reasons should be obvious. Unless you have several programs designed especially for first-year members, most first-year members

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Take snapshots of your membership data for historical review

One of the more common requests I hear from my clients is that they’d like to be able to compare year-to-year membership data (e.g., current number of members vs. same time last year or same time three years ago). What they often find, however, is that pulling historical data from their primary transactional database can be

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Do your webinars really need to be live?

I was working with a client recently and the issue of webinars came up in the conversation. The association represents a medical speciality and presents monthly webinars on different topics important to their members. When I asked how many people register for the webinars, their response was “Anywhere from 50 to 200.” When I asked how many

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Sometimes it doesn't make sense to market…

Although I’m a marketer at heart, I  know that sometimes it doesn’t make sense to do certain types of marketing. For example, sometimes you may dominate a market so thoroughly that additional marketing has diminishing returns, and your efforts should be directed elsewhere. When I was membership director at NACUBO (College and University Business Officers),

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How a good AMS can help trade associations with membership

In my almost-ten-years as an association professional, I worked for three different associations whose membership was based on organizations rather than individuals (commonly referred to as “trade” associations). One of the biggest challenges that trade associations have is that very often, membership in the association hangs on the relationship with one individual at the member-company.

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