What is your association’s penetration? That is a tricky question. On the surface it sounds simple. The formula is: the quantity of members we have divided by the total quantity of the kind of professional we serve. If we have 3,000 brand managers as members and there are 250,000 professionals with the title of brand […]
What Are Your Membership Marketing Goals?
“Increase understanding of member needs” is the third most important membership marketing goal for associations followed by “increasing member engagement” and “increasing both member acquisition and retention” according to the latest Marketing General report. Accurately understanding member’s needs first means associations then have the answers they need to quickly and efficiently increase member engagement, acquisition […]
Are Your Members Getting A Job Half Done?
A geothermal heating and cooling company installed two wells in my neighbor’s yard a month ago. Initially my neighbors were thrilled about the prospect of a new cost-effective heating system. Now they are dismayed at the state of their yard. It looks like the moon. Landscaping, apparently, is not part of the package. This feels […]