How Smart Business Intelligence Yields Rapid Association Growth

June 2, 2015

MARKETING, MEMBERSHIP & COMMUNICATIONS CONFERENCE 2015

How Smart Business Intelligence Yields Rapid Association

Growth

A Presentation By:The Marketing Section Council of

Thomas B. McClintockNSI Partners

Catherine Ort-MabryCOM Solutions

Presentation Leaders:

Want More Data-Driven Growth?

MMCC introduces

The Knowledge Bank

Associations Now Plus is currently running a 4-part

Data-Driven Growth series based on this session

1 2 3

How Smart Business Intelligence Yields Rapid Association Growth

Are you facing membership decline?

Reverse it with a data-driven marketing program

Our panelists turned alarming declines into growth ranging from 5% to more than 1000%


Key Point:

Marketing is about

connecting people to solutions.


Goal: Become a trusted resource for your key stakeholders.

Relationship Marketing Set Strategic, Quantifiable Goals and Track Progress Use Business Intelligence Data to:

1. Identify Members’ Needs2. Add Value


Increased Competition

Inadequate Value Proposition

Inadequate Pricing

Reasons for declining membership:


Conduct a Data Inventory

Collect Data Segment & Target Membership by

Need

1. Identify Members’ Needs


a) Conduct Data Inventory: List internal data channels List industry data channels Identify data points Include location Designate staff member responsible


b) Collect Data: Scrub contact database Collect specific industry data Conduct membership surveys Collect benchmarking data re finances, audits,

engagement, legacy planning Analyze and combine data in new ways to get new

insights


c) Segment & Target Membership by Need: Develop partnerships, e.g., group practice membership

packages Provide survey with membership discount Tier memberships by age & channel Pitch membership by engagement & age


2. Add Value Provide exposure for members to their peers Develop & offer proprietary industry market

reports Identify what you can do for members that they

can’t do themselves Become the go-to source for quality information

Data-Driven Growth

Four Steps to Data-Driven Growth:

1. DEFINE PROBLEM (e.g., Declining Membership)

2. SET DATA GOALS (e.g., data to help provide patient referrals or data our members want to purchase)

3. DATA SOURCES REVIEW AND COLLECTION (don't forget external sources for true business intelligence!)

4. APPLY RESULTS by segmenting and targeting Membership by need

Big Data: here because data storage is now cheap1. Collecting data isn't as expensive as

narrowing it down 2. Filtering can now be postponed until

the data set is better understood.

$3.50/lb

Data MiningSET DATA

GOALS FIRST

Increase member retention? Increase online sales? Increase non-dues revenue?

CONSIDER ALL DATA SOURCES

Non-financial transactions? Awards? Volunteer recruitment?

CREATE DATA CHANNEL

INVENTORY

List Data Channel Data points Location Staff member responsible

CHECK DATA POINTS

Accuracy Completeness Inconsistencies Integrity

✔ ✔ ✔


Angela BedellCAE, Executive Director, Kansas City Medical Society

Tom MorrisonCEO of MTI Management, Metal Treating Institute

Rose ButtsDirector, Marketing and Membership, Renal Physicians Association

Michael HayesDirector, Veris Consulting, Inc.

Why associations have a leg up in data analytics:

Connection Marketers everywhere want what we have: Established relationships Permission to engage Track record of

communication Ambassadors

Communication channels Behavior patterns Relevance Credibility Trust

Q&A Kickoff

Your CEO wants to cut expenses and increase revenue for one of your key conferences. What do you do?

10 data sources to consider - are there more for you?

Demographics Purchase information Spending patterns Attendance patterns Dues paid

Website usage Committee/leadership position Survey findings Donations Communication preferences

Government & Nonprofit

How Smart Business Intelligence Yields Rapid Association Growth