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Category Archives: membership

Membership 101: Data, Data, Data

If you’ve been following this series – and I hope you have! – you’ve probably noticed that I talk a lot about data. You need data to calculate LTV. You need data to construct your ladders of engagement. You need … Continue reading

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Membership 101: Life Time Value

One of the questions I get asked a lot is: “How much should I be willing to invest to recruit a member?” The answer is not obvious. For example, let’s say you invest $1000 on a recruitment campaign and bring … Continue reading

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Membership 101: Ladders of Engagement Revisited

Once members join, the next question becomes: How do you keep them? How do you build real relationships over time that deepen your commitment to each other and lead to long-term loyalty on both sides? The answer is ladders of … Continue reading

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Membership 101: The Importance of Personalization

Associations are built on relationships.  Sure, we have boards of directors and bylaws and committee structures and membership structures and org charts and departmental structures and hierarchies and employee manuals and policies and procedures and AMSes and LMSes and CRM … Continue reading

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Membership 101: What IS “Engagement,” Anyway?

Association membership professionals, particularly in the last several years, talk about engagement A LOT. We want our members to be more engaged. We want to measure engagement. We want to score engagement. We want to reward engagement. We want to … Continue reading

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Membership 101: The Welcome Series

When last we left the Membership 101 series, you had just gotten a new member and were busy finding out why she joined so you could focus your marketing and communications efforts around those 2-3 things that matter most to … Continue reading

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Membership 101: Why Did They Join?

My last membership 101 blog post addressed the question: how do I know when it’s time to ask a prospect to join my association?  The answer was: by studying your data. Data can tell you when is the right time to … Continue reading

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Membership 101: How Do I Know When To Ask?

My last membership 101 post ended: You continue to do that [make offers] for a few cycles, THEN ask her to marry you, once you both know it’s right. Which begs the question: how do you know when is the right … Continue reading

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Membership 101: Ladder of Engagement

As I discussed in the last post in this series, membership is all about relationship building. The mechanism you use to build that relationship is the ladder of engagement. Simply put, just like you wouldn’t ask someone to marry you … Continue reading

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Membership 101: Lead Generation

Where does the membership relationship start? It begins with lead generation. People who might want to become members of your association have to find out that you exist. Lead generation is first contact (and please tell me that somebody gets … Continue reading

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