There are so many ways to show new members that we appreciate that they joined our association. A simple thank you. A pen. A thumb drive. A stress ball. But, research shows gifts do not improve member engagement. Something else does.
Recently I dove back into the results of the New Member Engagement Study. What were the strategies and tactics of the top performers? It turns out a little over 10% of the respondents had top performing new member onboarding programs. And there are a few things these top performers to differently than everybody else.
One thing they do differently is they tend not to give gifts. These associations do not provide new members logoed promotional items. But they are very generous. Instead, they are much more likely to sample. Through these samples, new members get a taste of the value the association can provide to them.
Top performers are more likely to give discounted or free conference registration, a discount on an educational product, a bookstore discount, a free research report or guidebook. Sampling is a frictionless way to get new members to try the association’s benefits and experience the value.
What can you sample?