Win Back Members Using Inbound Methodologies
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The document outlines a presentation on a February 2018 campaign focused on win-back strategies for lapsed members in associations. It covers key steps such as data mining, matching communication channels, reducing friction, and developing compelling campaigns to enhance member engagement, ultimately achieving a near 30% win-back rate. Challenges around technology, data reconciliation, and cross-department collaboration are also addressed to ensure successful implementation and measurement of outcomes.
Win Back Members Using Inbound Methodologies
- 1. Welcome to the Inbound Lunch Bunch February2018
- 3. Introductions SuzanneCarawan Consulting experience inthe association world arounddigital strategy, field and social media marketingand changemanagement Expertise inlead generation Leader of growth programs, products and organizations @suzannecarawan
- 4. Housekeeping Tonsofresources available: All of last year’sInbound LunchSessions available ondemand: http://site.highroadsolution.com/inbound- lunch-bunch-page Toolkits: http://pages.highroadsolution.com/toolkit-list If wesuddenlydropoffthe call, hangtight,we will dial backin! Postquestionsin theChatwindowandwewill trytoansweraswego throughthepresentation
- 5. Related Resources Download New eBook & Toolkit at HighRoadU.com
- 6. Win Back Lost Members
- 7. Challenge: Financial Association $6M Revenue,40 staff 8,500 Lapsed Members Source: Guidestar
- 11. We’re at a Cross-Roadsin Corporate & Association World
- 16. Step 1: Data Mining • DeepAnalysisof8,500Members Everythingwecanknowabout Demographics Purchase Behavior Sentiment Behavior UseFunnelAnalysisThroughout Mindset Basedon Probability withFocus on Customer Experience Outcome:TargetedLists
- 19. Best Part of Win Back Campaigns is that You Already Have the Email Address! -Email Marketing -Targeted Social Media Advertising -Direct Mail -Retargeting Step 2: Match the Right Channel to List
- 20. Step #3: Identify the Desired Journeywith One Focus---Reduce Friction
- 21. This is Survival of Your Den! Protect Your Members!Departments Unite!
- 22. Step 3: Challenges of Reducing Friction 1) Youcausefrictionbecauseyou’releading change 2) Must workcross-functionally 3) Must exposecracksin thebusiness processandtechnologyinfrastructure 4) Must addresscracksin thebusinessprocessandtechnologyinfrastructure 5) Must moveorganizationthroughdigital transformationtofocusonthe end user andnotthe internalworkingsofthe organization----------------- themarketdoesn’thaveemotion -doesn’tgiveyouabreakbecauseyou’reanot-for-profit -can’tpleadtowaitformoretime -can’targueyoudidn’tknow
- 23. Step 4: Create Compelling Campaign Theme: “You’re the Missing Piece to OurPuzzle” ValueProp: NewLeadership Bringing New& Improved Online Assets and Connections “Not Your Father’s Oldsmobile” Emotional Hook: Appeal to the egoof being part of the most elite group andif you’re nota member, you’re average
- 24. Step 5: Run It!
- 25. Step #6: Measure & Refine Final Result: -Close to 30% Win Back for Available Population
- 26. Step #7: Post-Mortem Needed to manually reconcile with membership system, email marketing, social media to get metrics & transactionaldata Break down in data/technology to calculatefull funnel Trainingof Member Reps/Sales Team to Close
- 27. Do Good Work. Make TodayGreat.