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Your members are individuals: Get personal to boost member value

September 11, 2019

Leadership

With an ever-growing variety of membership options available, how can you show members that they are truly valued? One key way is to increase and improve the level of personalization at every stage of your member’s journey. 

Here are a few places to start:

1. Provide a seamless, intuitive joining process 

If the process to join your association is confusing and long-winded, people might quit before they can even complete it. That’s why it’s important to ensure that your process is simple and easy to navigate. Prioritize the core, baseline information – you can learn additional details as you engage with them during the new member on-boarding process.

2. Welcome your members with a detailed on-boarding process 

If you don’t welcome your members properly, it can seem that you are indifferent to them joining. This can cause your member to feel the same way! Following up with each new member creates a sense of excitement and offers an opportunity to provide a brief overview of all the benefits they now have access to. A documented on-boarding process makes it easy for your staff to give each new member the same customized welcome that will help your organization stand out.

3. Make your emails personal

Over 60% of people said they are more likely to respond favorably to emails that address them by name (Smart Insights, 2018). This simple technique helps the reader feel like the email was created especially for them, instead of being a part of a larger campaign. 

4. Tailored Content 

Sending tailored content to your members shows that you have gone out of your way to provide value. More than half of marketers say blog content creation is their top inbound marketing priority (HubSpot, 2018).  Analyze your successful posts to improve the focus of your content creation. This can also help members receive more value in being able to learn and develop industry knowledge on a regular basis. Fonteva’s reporting tools allow you to track engagement in real time, enabling you to implement the right tools to boost engagement. 

5. Communication across a variety of channels

Member communication channels have grown – from emails to texts to social media. Time is money, and members expect to receive quality answers in a short space of time. Having a lengthy process for addressing inquiries will lead to customer dissatisfaction. Make it easy for your members to engage with you across channels by showing you are actively engaged online. 

Fortunately, there is a wealth of technology out there that makes personalization easier to achieve. You don’t need to spend hours sending out individual emails or picking up the phone to reach each member. Automation makes it possible to send specific content on a mass scale, while also helping you see what content is being consumed. Content analysis is much easier to achieve with a strong CRM solution in place, eliminating the lengthy time scale with a clear 360 degree view of your members. Understanding your members and targeting them effectively is key to providing value on a personalized level. 

Learn more about how to customize the member journey with Fonteva Membership.