<img height="1" width="1" style="display:none;" alt="" src="https://dc.ads.linkedin.com/collect/?pid=238977&amp;fmt=gif">

Posted by Kendra Lusty on Nov 5, 2020 8:11:11 AM

The 2020 US election is complete. We hope everyone was able to vote safely and to make your voices heard. No matter how you feel about the results of any particular election, I think we can all agree that it’s wonderful to have a say in our future.

As we anxiously wait for the final votes to be tallied, here’s a question to keep your mind busy. Do your members have a say in what benefits they receive? Even with many value-added benefits to select from – like discount programs, birthday rewards, points earning, surprise and delight campaigns, etc. – you don’t have to blindly guess what members want. We’ve got some tips to help you figure out exactly what will keep them coming back year after year.

Posted by Kendra Lusty on Oct 20, 2020 9:07:55 AM

Who else is enjoying the chill in the air reminding us that the holidays are just around the corner?

Some things might look a little different this year: more holiday gatherings will have partygoers “zooming” in… more gifts will land on doorsteps instead of in shopping carts…

But luckily, we can count on many holiday staples, our personal favorite being the extra deep savings available only once a year.

Last year, we launched the first ever holiday savings campaign, much to the delight of our client organizations and their collective members. 

In 2020, we hope our clients will join hands with us (figuratively, of course) to repeat last year’s success. Our results show that working together on a common goal is the most effective way to spread joy and cheer with extra deep discounts in time for Hanukah, Christmas and “just because.”

Posted by Kendra Lusty on Sep 22, 2020 7:49:01 AM

We’re taught pretty young that the shortest route from point A to point B is a straight line. In many cases, this means a straight line is also the fastest and easiest path.

For example, if I need to get on the roof of my house, I can get there faster climbing a ladder than, say, a series of switchbacks.

If we look at the member journey, point A would be the beginning of the relationship between member and organization. Point B may look different for every organization, but in general, the end goal is to guide every member to the point of true loyalty.

You may say members have reached point B when they:

    • Log in every day
    • Refer friends and family
    • Take a volunteer position of leadership
    • Register for an annual conference
    • Turn to your services for help when they encounter a challenge
    • Redeem rewards over 30 times

Posted by Kendra Lusty on Sep 3, 2020 7:42:50 AM

In our last article, Communicating the Value of Membership: 6 Best Practices for Effective Communication, we discussed how your relationship with your members can only be as strong as your ability to communicate. After all, your outreach program is the best way for you to showcase all the many benefits of membership.

If your communication efforts don’t have a clear message, or if they aren’t being seen in the first place, then it’s your relationship with members that will suffer the most.

Consider these statistics which show what people expect from communication with the businesses they frequent:

Posted by Kendra Lusty on Aug 25, 2020 9:32:47 AM

You work so hard to ensure your membership provides value to your members. But it won’t do you any good if your members don’t know about it. The last thing you want is for your communication be the weak link that prevents your relationships from being as strong as they can be.

Unfortunately, talking to members can sometimes feel like a one-sided conversation.

Whether you're sending emails, leaving phone messages, posting on social media or pinning flyers to message boards, you don't always get to see the response. Yet, the hope is everyone reads carefully and reacts enthusiastically. 

Posted by Kendra Lusty on Jul 16, 2020 8:58:15 AM

Much has been studied about the customer journey. The world’s largest brands and corporations have all contributed to the pool of knowledge. They’ve studied from every angle what it takes to convince a person to purchase their product/service/doodad/you name it.

Unfortunately there are not quite so many resources out there for organizations for help in understanding the member journey.

At Access, we’ve been studying and pondering this for years, gathering membership statistics and analyzing different moments of the journey to the tune of hundreds of articles over the last decade or two.