What are you doing with new contacts?

What Are You Doing with New Contacts/

I was very interested to read in a recent report from McKinley Advisors that, with the shift to virtual events, many associations are reporting "up to 70% new participants in their ecosystem." What that means is these associations are introducing new names to their databases. (Click here to get access to the full report.)

The obvious next question is: what are these associations doing with these names after that initial contact?

More and more of my clients have formalized new member onboarding processes. That is, when a new member joins (whether individual or trade), there is a plan for multiple touchpoints over the course of the next two, three, or even six months. This is smart and should be done.

But what about new contacts that are not new members? If you're an individual membership organization, maybe the next step is pitching membership. Or maybe it's just letting them know about all the other benefits your association has to offer.

And if you're a trade organization, these new individuals should be associated with the organizations they belong to, but they should also be communicated with, especially if they are from a non-member company.

In either case, if you don't already, you should have a "new contacts" onboarding process in place, just like your new member onboarding. With this potentially huge influx of new names, you need to be prepared to continue to keep them engaged.

Wes's Wednesday Wisdom Archives

Always ask “Why?”

January 13, 2021

Always ask “Why?” Little kids ask “Why?” all the time, because they are sponges for …

Always ask “Why?” Read More »

Averages hide the extremes

January 6, 2021

Averages hide the extremes I can’t remember where I first heard it, but “averages hide …

Averages hide the extremes Read More »

Look up PARTIAL names!

December 24, 2020

Look up PARTIAL names! Train your staff to do look ups on partial names, not full …

Look up PARTIAL names! Read More »

Not Just Technology

December 16, 2020

Not Just Technology There was recently a discussion on the ASAE online community about project management …

Not Just Technology Read More »

Consider quitting

December 4, 2020

Consider quitting Patient: “Doctor, it hurts when I do this.” Doctor: “Then stop doing that.” …

Consider quitting Read More »

There is nothing so permanent as business rules

November 25, 2020

There is nothing so permanent as business rules Nobel Prize-winning economist Milton Friedman said, “There’s nothing …

There is nothing so permanent as business rules Read More »

Budget for feature discovery and adoption

November 18, 2020

Budget for feature discovery and adoption When developing a budget for implementation of a new …

Budget for feature discovery and adoption Read More »

Customize staff pages for better user adoption

November 11, 2020

Customize staff pages for better user adoption The single most important element to data management …

Customize staff pages for better user adoption Read More »

Don’t ask questions for which you already know the answer

November 4, 2020

Don’t ask questions for which you already know the answer I was recently completing an …

Don’t ask questions for which you already know the answer Read More »

All decisions involve risk

October 28, 2020

All decisions involve risk Whether it’s choosing a new AMS or introducing a new product …

All decisions involve risk Read More »

Scroll to Top