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

It’s always about improvement

April 10, 2024

It’s always about improvement Talking with a client recently, she expressed frustration about one particular project […]

Don’t be a hoarder!

April 3, 2024

Don’t be a hoarder! The simple truth is that it’s almost “free” to collect data. […]

With data analytics (as with most things), keep it simple!

March 27, 2024

With data analytics (as with most things), keep it simple! Over the past several years […]

Don’t forget about periodic maintenance

March 20, 2024

Don’t forget about periodic maintenance Just as most automobiles need periodic maintenance, keeping your data as […]

Users Groups are ALWAYS Valuable

March 13, 2024

Users Groups are ALWAYS Valuable I am a huge fan of users groups. (Here’s a […]

But will you DO anything with that data?

February 28, 2024

But will you DO anything with that data? I frequently exhort my clients to always answer […]

It’s not what happens, but how you react…

February 21, 2024

It’s not what happens, but how you react… “It’s not what happens to you, but […]

Saying it and doing it are two different things

February 14, 2024

Saying it and doing it are two different things When I work with my clients […]

Benefits downstream are difficult to implement

February 7, 2024

Benefits downstream are difficult to implement In my 25 years of consulting, one of the […]

Your first answer may NOT be the right answer!

January 31, 2024

Your first answer may NOT be the right answer! I’m a big believer in “go […]

Scroll to Top