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Although there is a buzz about AI, there are some innovative ways you can genuinely surprise your members so they remain loyal to your
Association or organisation.
Here's a simple example:
Yesterday, I received an email from the ING Bank with the following opening line: "Can you believe it's been 22 years since you joined ING?
How time flies!" To celebrate your anniversary, we've given you 22 entries in a draw to win $5Kthat's— one entry for every year you've been
with us." ❤️
I realised I've been with this bank for 22 years! While it was a shock, the key takeaway is that they reached out to me, recognised my
loyalty, and offered me a chance to win $5,000. Even though the chances of winning are slim, having 22 chances feels significant.
Association membership managers, if you're sending out renewal invoices, you should have started your retention strategy 12 months ago.
Sending out the renewal notice expecting members to renew will not cut it anymore.
Your strategy should include engaging with your members throughout the membership cycle.
The bank's example is easy to replicate. Here are some ideas:
😁How effective is our CRM? Can you generate reports on various details about your members? If not, it's time to get a new association
management system.
😁Automate Recognition: Can your system automatically recognise membership anniversaries or birthdays and send similar emails to members?
😁 Surprise Strategies: What strategies do you have to delight your members? For example, profile some of your members in your next journal
or magazine or invite them to participate in video interviews or podcasts.
Most boards don't have a minutes problem until they need them. Then they find twelve pages of who said what, or three lines that record nothing at all.
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Risk management is one of those areas that every association and not-for-profit Board knows is important - but it can sometimes become
little more than a risk register reviewed once or twice a year.
Insurance can be treated in much the same way.
The organisation receives its annual insurance renewal, the premium is approved, the policy is renewed and everyone assumes the organisation
is covered.
How we help membership based, not-for-profit associations now and into the future.
