5 Mistakes That Haunt Associations When Using Their Membership Database

5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International

Session Agenda

• 5 Mistakes

• Examples

• Solutions

• Bonus Mistakes

• Get a Copy of the Presentation

About Me

• Curt Moss, Senior Product Marketing Manager @ WebLink

• 12 years at member-based orgs – Las Vegas Chamber of

Commerce – Chapter of National Safety

Council • 7 years @ WebLink

– Faculty for W.A.C.E. – Present at association and

chamber conferences

linkedin.com/in/curtmoss

linkedin.com/company/weblink-international

About WebLink

• SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations

• Established in 1996, 60 Employees, based in Indianapolis, IN

• 94% Customer Retention Rate

• Based in Indianapolis, Indiana

• 94% Customer Retention Rate

About WebLink

• Membership Management Software

• Website Design & Development

• Non-Dues Revenue Programs

• Partner in Your Success

WebLink Websites

• Responsive website design

• Automatically adjusts for any screen

• Fully integrated database & website

About WebLink

• iPad app for mobile commerce

• Integrated credit card reader

• New member sales

• Event registrations

• Pay open invoices

WebLink Blog

Our next webinar: November 21, 1:00 pm EST

6 Ways to Produce Content that

Members Value

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Do you use association management software to manage your organization?

We use something like Excel or Access to manage our

members 13%

We use a completely out

of the box solution

We use an out of the box

solution with some

customization 44%

We use a custom solution

built for our organization

I'm not sure 8%

How many paid staff members does your organization have?

1-3 36%

4-10 34%

11-25 18%

26-49 7%

50+ 5%

Is your database integrated with your website, events, finances, and email communications?

Yes, our database is completely integrated.

Our database is somewhat integrated.

No, we use separate

systems to manage our

organization. 29%

Your association database is the single most important asset your organization owns.

Most Associations Don’t…

• Hold Patents • Manufacture Products • Create Proprietary

Information • Conduct Extensive

Research

The collection of data in your membership database IS a propriety asset.

Your membership software contains…

• Contact information • Employees • Billings, invoices • Contact history • Committees • Reporting • Much more…

Your data is crucial to your organization’s success.

5 Mistakes That Haunt Associations When Using Their Membership Database

Mistake #1: Secret lists

• Excel files used as a management tool

• Notes outside your system

• Board members, committees

• Members who want X or are interested in Y

How secret lists will haunt you

• Two (or more) systems to update

• Out of sync, errors • Sharing list is hard • Multiple versions of

documents

The solution

• Membership management software – Tags – Groups – Codes – Custom Fields – Related Profiles – Relation types – Segmentation

Mistake #2: No database-website integration

• Manually update directories, events, lists

• Send to vendor to update “ASAP”

• Online event registration is not seamless

How a lack of database-website integration will haunt you

• Out of date information • Errors • Unhappy members • Additional work • Less time focusing on

driving value for members

The Solution

• Full integration • Instant updates for

member listings • New members get

exposure & benefits immediately

• Update once, reflect in many places

• Staff is happy, members are happy

Mistake #3: Not having all the staff use it

• Staff doesn’t have access

• Refuse to use • Can’t get to info • Can’t create info • Non-users ask others

for info • Time-waster

How only having some staff use your system will haunt you

• Team can’t move towards same goal

• Can’t share information effectively

• Additional work for users

• Inefficient

The Solution

• Everyone has a login • Everyone is trained • Get the information

they need • Give information others

need • Find ways to use it

Mistake #4: Sharing logins

• Generic logins – Admin – Marketing – Intern

• Share another user’s login

How sharing logins will haunt you

• No audit trails of who changed data and when

• Can’t gauge which staff needs more training

• Can’t collaborate effectively

The Solution

• Unique logins • User roles • Training • Management

commitment to use the system to deliver value

Mistake #5: No documented data entry policies

• Addresses • Abbreviations • System Code • Nomenclature • Notes fields vs. choices • Procedures

How a lack of data entry procedures will haunt you

• Hard to report on • Errors • Inconsistent data entry • Additional work • Can’t manage

effectively

The Solution

• Document processes • Collaborate • “Desk notes” • Job shadowing • Cross-training

Bonus Mistake #1: Not Recording Conversations

• Copies of emails sent to members

• Notes about conversations

• Agreements or disagreements

• Issues/resolutions

How not recording conversations will haunt you

• He said, she said • Finger pointing • Reflects poorly on your

organization • Impossible to share

information needed • Historical data will not

The Solution

• Membership management software/CRM

• Easily record emails, calls, discussions

• Track by type of contact, by user, date

• Reporting & visibility

Bonus Tip - Use your AMS to store members’ profile data

Bonus Tip – For your members

Add members’ social media links on their listing on your website. Connect them with potential customers.

WebLink Connect

• List & group management

• Fully integrated database & website

• Audit trails for unique logins

• Record & report on documented conversations

• Advisory services for process improvement and documentation

WebLink Recap: An Integrated Solution

• ONE web-based centralized database

• Prospects, members, non-members and all reps in same system

• Financials, events, email, committees, website, reporting

Central DB

Financial System

Website

Email Marketing

Members

Events

Prospects

Association & Chamber Websites

• 500+ client websites • WebLink Local business

directory drives 67% increase in traffic from organic searches

• Adds value for members • Non-dues revenue • Responsive website

design

iPad App for Mobile Commerce

• Sell memberships • Event registrations • Integrated credit card

reader

3 Questions

Webinar Recap

• We will email copy of presentation to attendees

• Link to video recording of webinar

• Please let us know if you have any questions

Happy Halloween!

WebLink International 3905 W. Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 www.weblinkinternational.com

Curt Moss Senior Product Marketing Manager curt.moss@weblinkinternational.com

5 Mistakes That Haunt Associations When Using Their Membership Database

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