By Matt Close, Membership & Communications Manager
You’ve ditched the facemasks; your social distancing is in closer proximity, and you’re no longer hoarding toilet paper – now what? How do you blend the new norm to the old like a fine wine? The post-pandemic landscape has brought about significant transformations, presenting us with fresh challenges and altering the way we communicate and distinguish ourselves. Member value has become increasingly precious, yet more elusive. What strategic direction should we pursue to effectively promote member benefits and enhance renewal and retention rates? The solution lies in our ability to acquire additional member data and continually advocate for the benefits of membership.
If knowledge represents power, then data reigns supreme! In today’s landscape, harnessing insights from your members takes on vital importance. Encourage them to access their online profiles and update their information. Connect with members individually through direct messages on social platforms. Utilize surveys to collect essential contact details and demographic information. Inquire about their motivations for joining and their objectives. Gauge their engagement levels, such as their interest in volunteering, committee participation, or board involvement. Additionally, seek feedback from nonmember attendees regarding what influenced their attendance. And, above all, maintain a diligent and persistent follow-up process.
Frequently, we attend to the needs of our most active members – board members, in-person attendees, long-standing members, and those with prominent and frequent contributions. This inadvertent exclusivity may risk discouraging potential future leaders. Prevent their disengagement. Allow the quieter voices to shed light on the member benefits that truly matter. Gather these insights to understand individual preferences and requirements, contributing to long-term value enhancement.
Keep in mind, the names and numbers in your database represent real individuals. Approach your interactions with a sense of genuine connection and respect. Engage in conversations with them, rather than simply broadcasting messages. Crafting a personalized member experience and delivering relevant communications hinges on having a deep understanding of individual desires, requirements, obstacles, preferences, and intentions, among other factors. Without access to the member’s perspective, anything less than this amounts to making educated guesses.