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MemberTrends

MemberTrends

Grow Your Association.
Get More Members. Keep Them Longer.


MemberTrends uses your member data to develop a step-by-step plan to increasing both retention and new-member acquisitions.

MemberTrends Data Analysis

Your data holds the keys to your membership-campaign strategies. GRC MemberTrends analyzes your data and reveals immediately actionable strategies that you can use to drive renewals, new-member campaigns, and other efforts aimed at strengthening your organization. And you won’t have to break your budget in the process. Using GRC MemberTrends, you will learn:

  • Learn more about why your members lapse
  • Identify members at risk for lapsing and learn the steps to help keep them
  • Gain insight on how to target new member candidates
  • Per-member revenue insights that help identify upgrade and ancillary-sales opportunities
  • Common attributes that can be used to target new members
  • Member-acquisition and retention costs
  • Members’ lifetime values and attrition rates
  • Snapshot of members by your organization’s categories
  • Historical growth trends and future growth projections
  • And much more.

 

MemberTrends

Each GRC MemberTrends report is delivered with both in-depth analysis and easy-to-digest charts and graphics that summarize the major takeaways. They also include recommended action plans based on the specific results generated from your data. This sample report gives you an idea of what to expect, but remember–each GRC Member Trends report is customized based on results generated from your data.

Ready to gain new, actionable insight from your data? Contact us today

 

 

 

 

 

Membership Data Analytics | Learn What’s Working, And How It Can Help You

Not long ago, using data to super- charge your marketing efforts was seen as the next big thing.
Today, most association marketing professionals are using data to help shape and judge marketing
efforts. That leads us to the next big question: HOW are you using data?

Let’s start with the basics: your member data contains a vast array of insights that can tell you a lot about your operation. You will of course learn a lot about current members. But you should be able to glean a lot about past and potential future members, too. All of this can help you prioritize your marketing programs and create effective campaigns.

Breaking down how current members interact with your organization can help uncover useful trends. As they progress in their careers, are they consuming more of your educational content? If so, then this could point to outreach opportunities to members in similar places in their careers that have not been exposed to what you have to offer. By contrast, if you notice a decline in engagement, perhaps this is a sign that more needs to be done to keep these members connected.

These insights can help you add members, too. By developing a demographic and psychographic profile of an ideal member— one that is exhibiting maximum engagement with the association— you can target prospective new members. If you know when along the member journey your members are disengaging, you can adjust your new-member marketing away from similar prospects while you make appropriate adjustments.

Adding and keeping members is just one part of keeping an association thriving. Understating the value that those members generate is also key. A deep data dive can show you, on a member-by-member basis, the events they attend, supplemental services they pay for, and anything else they purchase that helps drive top-line revenue.
Understanding these trends will help you identify low-hanging fruit, such as up-selling and cross- selling opportunities, that can be targeted immediately. Gaining insight on how your programs  are performing also has the added benefit of providing insight on what’s working and what’s not from a programmatic standpoint, giving you evidence that helps determine where best to invest resources to gain the most return from members.

Once you have a solid handle on member and prospective-member data, a logical extension is monitoring how your audiences interact with your content. Tracking direct actions, such as clicking on a link to sign up for a conference, is a no-brainer. But the analysis should go deeper, evaluating trends such as whether members are reading your marketing emails, or if prospects are responding to social media posts. Understanding how audiences are interacting with your content and marketing outreach, and how that interaction differs within audiences, will help you tailor marketing and communications efforts. For more on using content to engage with members, see our January 2019 issue of Member Centric.

Sold on the value of using data to drive your marketing outreach? Good! The first step is to understand where things stand right now—and if you have data, you can have that insight. Many of our clients are using a new service we’ve rolled out: MemberTrends.

Simply put, we take your data and run it through predictive models that generate insight on your member and prospective members’ activities. The results include basic metrics such as renewal rates and lifetime values, as well as more nuanced insights such as up-selling opportunities.

All of the information is delivered in a confidential report that provides high-level breakdowns, detailed analysis and a customized action plan that you can begin immediately.

Looking to get more insight from your data?
We can help!

Contact us at sherene@grassrootcommunication.com and let’s get started.

Membership Data Analytics

 

Keeping Members On Track

Another long-time client of ours—a performing-arts venue—faced an interesting challenge. Its primary venue was undergoing a major renovation, but the shows had to go on! A temporary venue would host events while the main complex was being improved.

The situation created two immediate needs. First, patrons had to know what was going on—how long would the temporary venue be used, what were the changes coming in the new venue, and the like. Basically, expectations had to be set and managed.

The second need was more subtle but no less important: The organization wanted to make it as easy and convenient as as possible for customers to use the temporary venue.

Working closely with the client’s marketing and outreach teams, we developed a multi-channel strategy designed to get customers excited about the new venue and keep them engaged during the transition.

Membership Appeal

A direct-mail campaign used personalized URLs—or PURLs—on postcards that gave each recipient a customized web page that had directions from their address to the temporary venue and back. It also included recommendations on where to eat in the area.

The site also gave customers a customized view of the new theatre from their future seats.

All of it was backed with reminder emails to keep the information handy—and provided easy access to the PURLs.

“The idea was to turn an inconvenience into a chance to elevate member service, while getting members excited about the big picture,” Rapoport says. “The client was happy, and most importantly, so were the customers.”