Posted on Tue, Apr 27, 2010
How to keep them coming back for more!
By Lynn Waller, Vice President of Client Services
You’ve done the hard part – recruiting new members – so now what?
The first year of membership is crucial to building a relationship with your members and getting that first renewal. Creating a stream of coordinated new member contacts is the key to building this relationship and is one of the most important things you do for your organization.
You’ve already “sold” them, so now how do you continue to engage them?
Don’t Tell the Whole Story at Once.
Just give the new member enough information in your first contact to get started – login information they can use to access their online benefits for instance, and get information from the member that can help you send them more targeted contacts later on (interests, email address, birthday, etc), and most importantly, welcome them into the organization and make them feel great about their decision to join.
Use What’s Already Working.
A newsletter or magazine are the perfect vehicles to push information out to your members. Try creating a new member version with an article that highlights a benefit, an online tool, a volunteer opportunity or another way they can easily get involved. Include a member page in each issue of your magazine – a place where members can go to read about new benefits and what the nonprofit is doing for them.
Don’t Forget to Integrate.
Make use of ALL communication channels, including online, and telemarketing. Call your new members, send them a video from the president, and/or invite them to a new member event. If you have their email address, send new members an email with a link to a tutorial, or a webinar that will show them how to use the products and services that you offer. Include a new member section on your website, exclusive for 1st year members – a place where they can interact with other members, volunteer, or read why a long-time member is glad that he/she joined.
The first year of membership for ANY member is the most important – if you are successful in building a solid relationship with the member they will be more likely to renew and become an active part of your organization.
How do you make new members feel like a vital part of your organization? Any ideas we left out?
Posted on Tue, Mar 09, 2010
By Minyi Berlan, List Planning Services, AH&A
Did I catch your attention with “Free”? I hope so.
In today’s economy we can all save some money for our organizations, especially if "free" also improves our recruitment campaigns’ performance.
If you are involved in finding new donors or members for your organization, then you probably already know that prospecting list costs can be a good chunk of your direct mail acquisition budget – upwards of 20% for some campaigns, depending on the mix of rental versus exchange lists.
The truth is some of the best potential members and donors cannot be bartered for (via rental or exchange) because your organization already has access to them! If you look internally, I bet you’ll find some worthwhile “warm” prospect names – people who have already shown that they’re interested in your organization, but just haven’t gotten around to giving a gift of support – yet.
So here’s my quick list on where to look for FREE and better prospective donor or member names:
- Attendees at rallies, informational/educational sessions, or talk
- Visitors to your museum or operational facilities (if your organization provides tours)
If they are interested enough to show up to your events, they’ll be interested enough to hear how they can help.
- E-newsletter subscribers
- E-commerce customers
- Online action takers signing e-petitions and (hopefully) spreading the word to their friends
If someone is happy to sport your gear and tell their friends about you, chances are good that they’ll be proud to be a card-carrying member or donor too.
- Petition or Card Signers Only
Once in awhile, you will receive a signed petition or card of support in the mail, without a donation. These names are worth saving for a second mailing because sometimes that’s all it takes to underscore the importance of a financial gift in addition to their kind words of encouragement.
AND if they happened to include their email address, be sure to add them to your online conversion program too! (What you don’t have an online conversion program?!)
- Deep Lapsed Donors/Members
- These are the people who gave to your organization a long time ago, but are no longer mailed in your house renewal or appeal programs due to a lack of response.
Perhaps they were not in the position to give at the time, but circumstances might have changed and their desire to help is still there. Reach out to them again, in case they forgot about your organization in the midst of their busy lives.
- If your organization provides a service (such as job placements or community outreach), don’t underestimate the power of paying it forward.
- As many educational institutions already know, alums are often your best source of prospective donors.
Many of our clients find that their warm prospect lists tend to perform on par or better than top outside lists.
So start talking to people within your organization to uncover these valuable leads. And please leave a comment, if I am missing any sources you use for warm prospect leads. Idea exchanges are always welcome!