Trends in membership marketing are radically changing with the availability in digital communications, especially automation, which is allowing association staff members to free up time to get creative in their thinking about their brand. The slidedeck includes ideas for membership marketing before making their membership commitment, during the membership period and after expiration.

1. Get Your Membership Campaigns
in Shape for 2014:
New Methods to
Recruit, Retain & Delight
Wednesday, January 22, 2014
12:00pm – 12:45pm EST
#asaewebinar
Presented by:
Suzanne Carawan
Chief Marketing Officer
HighRoad Solution
This complimentary webinar is brought to you by HighRoad Solution and ASAE-Endorsed Business Solutions.

2. 6-Part Wednesday
Lunch Learning Series for 2014
Session 1:
Get Your Membership Marketing in Shape for 2014
January 22nd
Session 2:
The CIA Method: Consolidate, Integrate & Automate Your Communications
March 5th
Session 3:
How to Use Behavioral Data to Lead the Horse to Water & Get Them to Drink
May 7th
Session 4:
Newsletter of the Future
July 9th
Session 5:
Get Your Buzz On-- Building Event Excitement through Digital Marketing
Before, During & Post-Event
September 10th
Session 6:
The Myths of Metrics: Creating Digital Communication Dashboards that Matter
November 5th
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3. Archived Lunch Learning Series
Session 1:
Mobile Email 101
Session 2:
Email Deliverability Basics
Session 3:
Go Social!
Session 4:
Member Preference Center 101
Session 5:
The Value of Integration
Session 6:
Member Holiday Inbox Basics
Archives found at www.youtube.com/highroadsol
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4. Your Presenter:
Suzanne Carawan
Chief Marketing Officer
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Suzanne has been an ASAE member for many
moons. Always working in high-tech marketing,
Suzanne strives to “humanize” tech through
focusing on user adoption and demand creation.
A product and brand marketer by thought, word
& deed, Suzanne has worked on many wellknown brands within the association community
including Advanced Solution International, Higher
Logic, Intuitive Business Concepts, Reed
Exhibitions, etouches and (C) Systems Global. She
is a frequent industry speaker on the topics of
brand, lead generation & digital marketing. She
has spearheaded too many integrated marketing
campaigns to count & loves HighRoad because
they make email marketing & webinars easy.

5. Today’s Content
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Welcome Programs
Re-Permissioning Campaigns (especially Canadians!)
Hyperpersonalized, Automated Campaigns
Net Promoter/Satisfaction Surveys with Incentives
Renewal Programs
Text-to-Join
Facebook Sign-Ups & Contests
Birthday & Anniversary Campaigns

6. So 2013….

7. 2014

8. Rise of Interesting Relevancy
From: http://www.business2community.com/content-marketing/content-marketing-essential-business-0707484#!sRZCI

9. Bottomed Out on Discounts

10. Rise of Content Marketing
From: http://prestoncottrell.files.wordpress.com/2010/10/heart_mind_heart1.jpg

11. Content Marketing
& Brand Promise

12. Brand Promise & Trust

13. Best Way to Achieve Value
From: http://smbizmovement.com/wp-content/uploads/2013/10/TOMATO.jpg

14. New Ways to Stay Top of Mind:
Pre-Membership Commitment

15. Demand Creation & Lead Gen
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Content Marketing
Event Marketing
Social Marketing
Mobile Marketing

16. Top Trends in Content Marketing

17. Hyper-Personalized
Automated Newsletters

18. Drip Campaigns Based on Response

19. Drip (Nurture) Campaign
Example #1
• Send prospect list invitation to event
(webinar, roundtable, seminar, class,
conference)
• Prospects that register get thank you (3
days)
• Receive articles & links of interest on
webinar topic (7 days)

20. Drip (Nurture) Campaign
Example #2
• Post contest or sign-up on Facebook
• Prospects that enter get thank you (1 day)
• Receive video & articles on interest (5
days)

21. Storytelling & Testimonials
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Why people are members
Who is a member (name dropping)
What membership gets you (WIIFM)
Debunking myths about membership
Connecting with various sub-groups (age,
gender, ethnicity, career stage, etc) ***
need data!

23. Text-to-Join
• Provide an option to join in on content that
is pre-membership

25. New Ways to Stay Top of Mind:
at the Time of
Membership Commitment

26. Welcome Programs
• Automate! Send as fast as possible posttransaction to instill trust & reinforce
decision
• Send a voice message from CEO/ED
• Use a more intimate tone of voice
• Provide links to online welcome kit using
video, but open to all
• Ask for additional information NOW!

27. More Info, Better Service
• Embrace the survey!
• Top data to collect in 2014:
– Mobile phone numbers & carriers
– Time preferences to receive info
– Topics/areas of interest
– Country!
– Zip codes
• **Connect in multiple data systems and
put into email database for prospecting

28. New Ways to Stay Top of Mind:
During the Member Relationship

29. Market What Matters
Marketing “Things”
• Discounts
• Events
• Publications
• Products
• Discounts
• Registration Dates
Marketing Benefits
• What People Did with Info
• How Org is Moving the
Industry Forward
• People that are Members
and Doing Great Things
• Power of a Unified
Organization
• How Org’s Work is
Impacting
Jobs/Environment/Safety

30. During the Membership
• Market what they aren’t using:
– Communications preference page
– Different newsletters they’re not getting
– Mobile app they’re not using
– Online communities
– Social
• Find out why they aren’t using—
– Improve, Ignore or Sunset (Eliminate)

31. Keep Learning About the Member

32. During the Membership
• Birthday Emails
• Anniversary Emails
• Solicit updates from membership and
publish to social, as appropriate
• Re-permissioning Campaigns (especially
for CASL compliance)

33. Mobile Alerts/NotificationsInside Edge

34. Net Promoter Score Evaluations
• During the membership (not at onboarding
and not at exit)—ask the pivotal question:
– Would you recommend membership to a
colleague?
• Use the results! Market the results!

35. New Ways to Stay Top of Mind:
Renewals

36. Recurring Messages
Membership Expiration Warning:
– DON’T start 6 months into the membership!
– 60-30 day timeframe for trade
– 30-15-day of timeframe for individuals
Renewal Win Back Campaigns:
- Try the phone first to understand Loss
-15-30 and then on the month

38. Storytelling Renewal Emails

39. Summary
• Develop digital campaigns that identify key
pre, during and post-membership
touchpoints
• Automate wherever possible
• Get to hyper-personalization based on
profile data

40. Questions?
Suzanne Carawan
Chief Marketing Officer
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41. Please join us for our next
Lunch Learning session:
The CIA Method: Consolidate, Integrate &
Automate Your Communications
March 5th
12:00 – 12:45 p.m. EST
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42. Thank you!
Other questions for Jenny?
Contact ASAE Business Services, Inc.
Email: EndorsedSolutions@asaecenter.org
Call 202.626.2880
Tweet us at #asaewebinar
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