Member Engagement Strategies Presentation For Associations & NFPs

Member Engagement

Transform the way users interact with

your organisation’s website

Content Is King

Key Topics

The Importance of Segmentation

Significance of Personalisation

Rewards Systems via Gamification

Dynamic Data

What is Member Engagement?

Content Overload

WHERE DO I START?!

There is no Strategy!

The Pattern of Actions to Achieve an Objective

Potential Content Objectives

1. Bring your Association to the attention of non-members

2. Increase the perceived value of an individual member’s membership

a. Assist them solve a problem

b. Introduce them to other entities

c. Challenge their thinking

3. Nurture a member to make a purchase

4. Increase renewal rates within specific segments

5. Share the value other members have received

8

VALUE

=

BENEFIT

-

SACRIFICE

Serving the Member Journey with Content

STATUS QUO

SHATTERED

SEARCH

AROUND

PROBLEM

FRAME

PROBLEM &

SOLUTION

TALK TO

PEERS &

EXPERTS

START

ENGAGING

PROVIDER

CALMPROCUREM’T

PROCESSNEW MEMBER’S

JOURNEY

Content Anatomy

LOCATE ACTION DISTRIBUTE

What’s the

context? Where

are they on the

member’s

journey? Who

are they?

CONTENT

What action do

you want them

to take after

reading the

content? What

is the

conversion?

How are you

going to

distribute the

content / make

contact with

them?

What is the

content going to

be? Topic,

format etc?

1 2 3 4

Content TYPES along the MEMBER journey

DISRUPTIVE

CUSTOMER

INSIGHTS

Blog posts

Video

Articles

Industry reports

Whitepapers

Events

Podcasts

STATUS

QUO

SHATTERED

Webinars

SEO’d landing pages

How to Guides

Blog posts

Top 10 lists

SEARCH

AROUND

PROBLEM

Webinars

SEO’d landing pages

How to Guides

Checklists

Cheat sheets

Blog posts

Self assessment tools

Q & A

FRAME

PROBLEM &

SOLUTION

Case studies

Testimonials

Referrals

“Ask the expert”

Free consultation

TALK TO

PEERS &

EXPERTS

Your website pages

Testimonials

Fact sheets

Marketing/Sales

materials

START

ENGAGING

PROVIDER

Blog posts

Infographics

Video

Articles

Industry reports

Whitepapers

Events

Podcasts

ebook

CALM

How to Optimise for Successful Delivery of Content

How to Deliver Content Effectively

1. Create Interest Groups (IG)

2. Capture content specific to the IG

3. Create relevant communication,

events, products & services

4. Keep collecting data on each

individual

Segmentation

Commonly used basis for Segmentation

Capture Data Specific to your Organisation

• Career Status – Student, Graduate, Retired, etc• Accreditation Details (Health)• Services sought/provided (Service Providers)• Additional benefits such as registered practice

for medicare, mobile services etc (Podiatrists, Dental, Physiotherapy)

Outcomes

1. Deliver information relevant to needs

2. Targeted newsletter mailing lists

3. Member Directory 4. Real time reporting

"Decisions need to be based on data, not guesswork". – Belinda Moore, CEO, AuSAE

Personalisation

Delivery of targeted and personalised online content based on what we know about a website visitor

• Encourage visitors to “Log in”

• Address the needs of ALL types of visitors

• One size does NOT fit all

Digital Body Language

The tracking and aggregation of ALL digital activity related to an individual that visits your website (email, link clicks, page views, navigation use, etc).

Content Delivery

Once you know what your users are interested in you can deliver personalised content that matches their needs and interests.

Members manage their communication preferences through the member portal.

Gamification

How can Not-For-Profits Gamifytheir websites?

Recognise and reward users who perform interactions and activities with your organisation.

Using Dynamic Data to Improve Engagement

While 52% of members rate their association overall communication as good, only 13% rated it as excellent and 35% think it is average or below average.

How to get the right message to the right people

• Dynamic lists• Segmentation• Personalisation

Deliver 100% unique

communication to each

individual

Outcome

Organisations that report high member engagement scores are in turn rewarded with high member retention.

and remember…

• Content is King • Segmentation is vital • Personalisation is a must• Reward members for their engagement (gamification)

An Increase in retention of 5% can increase profits 25 -75% - AuSAE

Questions

Learn more and see these techniques in action!

Improve your retention rates and grow your association today!

GOAL!Transform the way users interact with your website!