Most of us are a little groggy when we first arrive at work in the morning. We check our email inbox and we’re inundated with newsletters, inter-office exchanges, spam, junk, and so on. Chances are, you glance over your inbox and just start deleting anything that doesn’t immediately catch your attention. How can you be sure that the amazing newsletters your organization sends out aren’t being dismissed? Even worse, how can you tell whether your members are even receiving your newsletters?
Improving communication with members is at the top of the priority list for most associations. Here are some member engagement tips that we have experienced to be successful.
Before you even consider the content and context of your newsletter, you’ll need to analyze the delivery and open rates of your messages. Over 60 million Americans move every year. The numbers are even higher when you look at the amount of people moving online and creating new email addresses. Although we have no doubt that your members love your organization, chances are they do not always remember to provide you with their updated home and email addresses. Take advantage of your election cycle to gather and update your members’ contact information. Sending custom ballots with an option for your members to update their current information is a quick and easy way to clean up your membership list. Click to read more about Election-America’s Member File Analysis.
Associations Now recently featured a piece about a member engagement program called “Member Value Plus.” Similar to the Groupon and LivingSocial formula, you provide your members with a limited window of time to cash in on a “reward.” Offering a reward or incentive (such as a free or discounted rate on a webinar, conference, or white paper) within a limited time frame prompts action. Your members will the love the easy and instant gratification and they’ll look forward to receiving your newsletter with these limited time deals.
Recently, NPEngage shared 6 e-newsletter ideas to help retain donors. The same ideas can be applied to keeping your members engaged. Some of the fundamental ideas from the article were:
- Skip the information your members are not likely to find much value in (such as formal management bios or company policies) and share your success stories!
- Deliver personalized messages to different audiences (for example: welcome new members or express gratitude to recent conference attendees).
- Analyze the clicks! Review what links your subscribers are clicking on the most and cater future newsletters to their interests.
Keeping members aware of the happenings within your association through multiple channels is a key method to keep your members engaged. Social media provides you with the opportunity to get to know and to have actual conversations with your current and prospective members. Listen to their needs, complaints, feedback, and then respond with compelling content to let them know you’re really listening.
Ready to learn more? Contact an Election Partner representative at Election-America to discuss our membership services today.
About the Author:
Donna Emanuele is the Social Engagement Advocate for Election-America. Seasoned in in community engagement and participation, working in the field of elections seemed a natural fit for Donna. Donna can be reached directly at (866) 514-2995 x111 or DEmanuele@Election-America.com.