If you’ve spent any time in association marketing or membership-recruitment, you’ve no doubt heard about the advantages of using data. Whether you’re looking to build your membership, retain members, or simply serve them better, data can help. Or so you’ve been told.
We’re not going to disagree. As our strategies have evolved over more than two decades, data’s importance as a marketing tool has steadily grown. One thing we’ve found, however, is that while our clients understand that they can be using data more productively, they’re not always sure how to go about it.
While there are myriad ways to leverage datasets, we wanted to present two recent real-world examples in which, working with association marketing executives, we helped develop data-driven campaigns with very specific goals.
Our first example is a large professional organization with more than 100 regional chapters underneath a national governing body. Their goal: increase membership through a coordinated campaign that also worked in targeted messaging on, in many cases, a chapter-specific basis.
The task was a challenge, but well worth the effort. Coming up with chapter-specific messaging helped prospects feel more connected to the organization—a simple yet effective example of personalization. Delivering chapter-specific messaging also allowed letters to come from chapter presidents, rather than the national leadership.
Execution required driving messaging based on ZIP codes, which were grouped based on the chapters they are in. The effort was coordinated through the national organization—this ensured that messaging, while customized, had common content that was relevant to the organization as a whole.
“By having the national organization drive the campaign but programming it by demographics, a unified message could be sent out that appeared to be coming from the local chapter,” Grassroot VP-Sales and Marketing Sherene Rapoport explains. “There was enough customized content to make the messaging unique, yet the underlying theme supported the national organization’s goals.”
The campaign was a success, driving membership numbers up from across the country