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Lifecycle presentation - Erik Schonher, MGI

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A systematic method for describing membership marketing provides a way to quickly identify issues and develop the appropriate tactics to overcome these issues. The Membership Lifecycle is that systematic method and this presentation covers it in detail as both a process and a diagnostic tool.

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The Membership Lifecycle A Systems Approach to Membership Marketing Presented by Erik Schonher, Vice President APTA Membership Chair Conference March 27-28, 2010
Peter Senge
Peter Senge ,[object Object]
Systems Thinking ,[object Object]
Systems Thinking ,[object Object]
[object Object],[object Object],[object Object]
[object Object]
MGI Membership Lifecycle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Awareness They can’t join if they don’t know about us. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recruitment When a prospect chooses you. ,[object Object],[object Object],[object Object],[object Object]
Engagement Help the Member use APTA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Proposed Engagement Schedule Month Audience Activity 0 New Membership Confirm Email 1 New Mailed Welcome Kit – New 2 New ID new service 3 New ID new product 4 New ID most commonly used product 5 New ID leadership 6 New Member Survey Email 8 New Renewal Advisory - Questions?
Renewal “ I like this…I want to stay.” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New Renewal -Touch System ,[object Object],[object Object],[object Object],[object Object]
Reinstatement Restoring a Relationship ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tracking Your Effectiveness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Membership Dashboard
[object Object],[object Object],[object Object],[object Object],[object Object]

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Lifecycle presentation - Erik Schonher, MGI

  • 1. The Membership Lifecycle A Systems Approach to Membership Marketing Presented by Erik Schonher, Vice President APTA Membership Chair Conference March 27-28, 2010
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  • 12. Proposed Engagement Schedule Month Audience Activity 0 New Membership Confirm Email 1 New Mailed Welcome Kit – New 2 New ID new service 3 New ID new product 4 New ID most commonly used product 5 New ID leadership 6 New Member Survey Email 8 New Renewal Advisory - Questions?
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Notas do Editor

  1. Email reminder – 4 months prior Direct Mail notice 1 -3 months prior Direct Mail notice 2 – 2 months prior Direct Mail notice 3 – 1 month prior Email notice – month of expiration Volunteer Call – 1 month post Direct Mail notice 4 – 2 months post