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Posted by Kendra Lusty on Feb 20, 2020 11:07:17 AM

Typically, organizations partner with a discount program provider, but what about creating one yourself? This article discusses critical factors to help you decide if a DIY discount program is right for you. About a 4 minute read.

I don’t know about you, but when I see something cool someone created online, my first thought is “I could make that.”

A few times, I’ve succeeded in making my own version and even enjoyed the challenge of creating with my own hands. Some of my favorite things I own are things I’ve made.

More often though, I’ve found the effort not worth my while.

Posted by Kendra Lusty on Jan 16, 2020 8:13:10 AM

Last week, we outlined the process for calculating an actionable number to describe each member’s level of engagement in the article, Gauging Member Engagement: How to Collect Actionable Data. In part 2 of the series below, we describe how to take this new metric and customize a member marketing plan.

Ideally, you’ve followed the steps outlined in part 1 of this series. This process of assigning values to member interactions (which add up to a total engagement score) will give you a valuable metric by which you can segment your members.

Even if you haven’t, any amount of member data is enough to get you started. In fact, each member’s length of membership, age, gender and other demographic data gives you a great starting point.

Posted by Kendra Lusty on Jan 8, 2020 9:07:09 AM

Can you add up the number of members you have?

Yes.

Can you calculate your quarterly profits?

Yep, easily.

But can you put a solid number to something as nebulous as a member’s level of engagement?

Yes, actually you can.

And in doing so you can help your members succeed based on their individual levels of loyalty.

Lack of engagement is the most commonly cited reason for membership non-renewal (by 37% of associations surveyed.) So better understanding the factors that lead to engagement will help you steer your members toward the actions you want them to take.

Posted by Gary Toyn on Oct 1, 2019 10:58:00 AM

Researcher Gary W. Toyn has long investigated the challenges faced by organizations across the membership spectrum. In this study, Gary turns his attention to the central question of member expectations - and how recent data suggests a growing perception gap among the membership organizations that serve them.

At Access, we frequently consult with clients and prospective clients who are seeking to boost member engagement and retention. In the course of those interactions we see a surprising gap between organizational leaders and their members. Frequently, the misalignment that exists is due to a lack of understanding of what today’s members really want from their affiliation.

In many cases, leaders of organizations have never asked members what they need or want, nor have they asked what types of services and benefits members expect. Some leaders rely on guesswork or assumptions in identifying their member’s needs, and others simply ignore member feedback altogether.  We see this happen far too often.

Posted by Kendra Lusty on Sep 19, 2019 9:39:19 AM

Last week, we discussed the importance of a great onboarding effort in the article “What is Onboarding? The Next Critical Step in Your Loyalty Program.” And now in the article below we’ll show you some techniques for making your onboarding efforts great.

As a Cub Scout leader, I recently coached a group of 8-year-old boys on how to prepare for a 1-mile hike. I asked them to name some items they would need to bring with them. And because they are 8-year-old boys, they kind of stared off into the distance as I listed the essentials like water, a first aid kit, proper footwear, etc.

Then I asked them what items they shouldn’t bring on a hike. And because they are 8-year-old boys, they talked over each other to name about a hundred ridiculous things like a piece of glass, 5 million empty bags, a spider web, and the giant stuffed lion one had won at a fair.

Posted by Kendra Lusty on Sep 10, 2019 8:26:55 AM

Congratulations! You’ve attracted yourself a new member and you’re bound to be best friends forever, right?

The reality, unfortunately, is that most members won’t stick with you beyond the first week, and even more will disappear by the end of a month. 

Those that stick around for the long haul are your loyal members and your best source of income.

But first you have to get them to stay.

New members are notoriously quick to abandon loyalty programs when they don’t see immediate value. They delete apps, leave points unredeemed, fail to continue a free trial and basically forget you exist. This happens when people don’t immediately see the value of membership.