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Using Digital To Connect With Your Members

Using Digital To Connect With Your Members

Savvy association executives know that technology is a key driver in serving membership—from user-friendly websites to apps that help keep members connected and engaged. What may be a surprise, however, is how pivotal technology is at making a member feel like they are part of the community.

A recent study by software provider Community Brands makes strong links between how well associations leverage digital tools to serve members better, and how connected—and satisfied—those members feel.

The study, Examining the Gap Between Member Expectations and Association Technology, surveyed more than 1,000 members of professional associations and 400 staff members in fall 2017. The takeaways show that associations have significant opportunities to drive member loyalty through technology, but many organizations are not taking advantage of them. The ones that are investing in technology to connect members—primarily through personalization of communication and content—are reaping tremendous benefits.

“In our study, we discovered technology and personalization play pivotal roles in driving member loyalty, but there is a growing disconnect between where members believe their organization is delivering the best experiences and what they value,” said Sig VanDamme, membership software evangelist at Community Brands. “The experience gap is especially pronounced with personalization. Members who believe they are receiving personalized content feel significantly more satisfied and connected with their organization.”

The survey shows that most associations—at least 60%–are using four primary digital tools: email marketing, CRM software, events-related tools, and webinar services. Other tools that align with member needs and priorities—such as job boards and learning management systems for training–are less common. Mobile apps are used by only half of the organizations surveyed as well.

A look at the members’ desires shows a disconnect. Among those born from 1965 to 1999—think Generation Xers and Millennials—at least 65% say technology plays a “big role” in their lives. More than 80% use a mobile device every day, and the same number pay for at least one digital subscription, such as Netflix.

Data Mobile Devices

It’s no surprise, then, that among the different ways that members can connect with their associations, the mobile option is the only one where more respondents said they wanted to engage than were actually engaging. This shows a gap between what associations are offering, and what members want.

“Organizations need to take these technology experience gaps seriously and progress to more seamless experiences that align with evolving digital behavior, and meet increasing member expectations for flexibility and personalization in everything they do,” VanDamme said.

What’s the easiest way to begin closing these gaps? Start with personalization. More than 70% of respondents said that personalized content appeals to them and makes them feel more connected with their organization. The type of content can vary—from discounted offers to conferences based on a member’s history or skill set, or specific articles on topics of interest based on a member’s profile.

“A majority of members (69 percent) feel more engaged with an organization after receiving personalized content, based on their past activity, because it shows the organization is interested in meeting their needs,” the study said.

Start small: birthday wishes, congratulatory notes when certain certifications are reached, or even products and services that align with the member’s profile. The key is to ensure the data you have is up to the task.

Grassroot Communications specializes in data analytics—and our team would be happy to help you! And if you’re wondering how to jump-start building a valuable database that stretches beyond your membership, contact us.

Community Brands Study

Taking the “pain” out of your campaign.

As an executive director, team leader, or person in charge of your organization’s campaign, which of the following issues is giving you heartburn?

A. Having to slap together an appeal letter for your fundraising campaign at the very last moment.

B. Dealing with shoddy, incomplete, or otherwise unhelpful donor data that you know could be useful for your organization’s fundraising.

C. Having to coordinate your fundraising campaigns and appeals with too many people – the data scientists, the writer, the agency, the print house, etc. – resulting in missed deadlines, unforeseen costs and a complete lack of quality control and oversight.

D. All of the above

 

If any part of putting together and executing a capital or acquisition campaign sticks in your craw, we have excellent news for you! GRC – now GrassRoot Communication – handles the entire campaign process, from data analytics, to letter writing, to production, to mailing and tracking, all under one roof. And the best part is, all of our departments work together to ensure that your organization’s campaign is as successful and profitable as possible.

First, our data scientists take your existing donor data, clean it up, and append it with additional information. This will help us to better understand your donors and also find brand new donors that are likely to support your organization.

Once we better understand the supporters and prospects your organization attracts, our data team breaks them into groups of like-minded donors and gives that information to our writers, who then analyze each segment and create customized messages and narrative arcs for each one. After developing captivating appeals for each group, we personalize the fields and customize reply devices. Following the formal proofing process, our very own copy editor reviews all final drafts and templates before production begins.

Finally, our production team works with our data team to ensure that all personalization is handled impeccably. Once production is complete, all campaign materials are properly assembled and promptly shipped to your donors. Tracking ensures that every direct mail package reaches its intended destination.

This is but a quick rundown of the average fundraising and acquisition campaign building process for our nonprofit clients. But in reality, some of the projects that we handle are much more complex and involve heavy personalization and customization. So whether your organization is large or small, we have the ability and the capacity to take care of your entire campaign, from start to finish. Eliminate countless hours of stressing about whether or not your campaign will get out on time and on budget, by teaming up with GrassRoot Communication today.

With that said, we would like to officially welcome you to GrassRoot Communication – the new and improved GRC. While we are still the same reliable, customer-centric company that you have come to expect quality work from, we have broadened the scope of our service model.

Put simply, we are not just a printing company. We are also a data analytics company and a content creation company, and we aim to use our decades of experience producing direct mail campaigns for nonprofits and associations to help you design and execute a winning campaign.

We will use this newsletter to discuss effective strategies for winning over your organization’s constituents,
as well as how best to improve your organization’s approach to communication and engagement. But the conversation does not end here! If you have any questions or comments, please feel free to leave them on our blog and social media pages.

We hope you enjoy our educational content and trust that you will find our insights helpful to your organization’s outreach efforts!

 

GRASSROOT COMMUNICATIONS. We take the pain out of your campaign.