Tell me how many times you’ve read this sentence in the last few years:
“With all the different ways we can communicate with each other nowadays, it’s easy for your message to get lost in the clutter!”
Probably, like, a million – right?
Repetitive as it is, the world has shown no signs of slowing down anytime soon, making it even more important that you are creating (and constantly refining) ways to reach your members strategically. Simply talking to your members isn’t going to cut it anymore – it’s the way you talk WITH them that will differentiate you from the thousands of other communications they get in a day.
Here are a couple of ways to consider rethinking your member communications strategy, especially when it comes to email:
BACK TO BASICS
How often do you send a specific one-to-one communication to your members? Maybe a “welcome” email when they join and then an invoice when they need to renew…right? Most other communications are newsletters, “mass” emails (even if customized) or other generic method.
Surprise them! Send them a valentine. Wish them a happy birthday – or anniversary, if it’s a member business. Send them a note just to say “hi” and see how they are doing, and follow up with a (GASP!) phone call. Try something unexpected to show them that you’re glad they’re a member. Send them a $5 Starbucks egift card and a note telling them you’d like to meet them for coffee.
Yes, you are busy and they are busy, but in today’s world of media overload, I’ll bet they’ll appreciate a genuine out-of-the-blue, personal communication. Give it a try with one group, and next month take what you learned and try another!
LEARN MORE THROUGH SEGMENTATION
By grouping your members into segments, you can both infer what matters most to them as individuals and analyze how they related to each other. With a robust member management software, you can segment your members in any way that will help you gain insight. Some things we suggest are:
What you choose to do with your segmentation information depends heavily on your association’s overall goals. But no matter what, whether sent individually or in mass, members WILL notice when a communication speaks to them directly.
Pro tip: use this segmentation information to inform your one-on-one communications, too!
Want to really give your members a true, personal experience? Read up on implementing a tiered dues structure at your association! Time Is of the Essence! Impact Membership Growth This Year with Tiered Dues.