April 6, 2016
Do you think you’re doing everything you can to improve your association? Talk about a heavy question...We know that it takes a lot of effort and resources to keep members engaged and happy. Have you taken a look at your marketing efforts lately? Do they include any incentives, discounts or contests? If not, they should. These initiatives add a fun, flair to your organization that not only keeps members engaged, but ensure their loyalty. Everyone loves a discount, and this includes your members. Incentive marketing is a great way to entice members to renew memberships, recruit new members and engage them in association programs.
Everyone loves a good sale. Think about the last time you went to your favorite store during any holiday. Chances are, you ended up buying much more than you originally intended, because who can pass up a discount? It’s no secret that stores like the prey on the weak, like myself. There’s no such thing as too much of a discount.
Whether it’s offering a discount or promoting a contest, these efforts create a sense of comradery and friendship. Associations don’t have to be all business, it doesn’t hurt to add some old-fashioned fun to your membership experience. Depending on the incentive, associations can see an increase in engagement, loyalty, recruitment and renewals. Membership is the most stable part of an association’s revenue, shouldn’t you do all you can to increase it?
There are many different ways you can utilize the power of discounts. Most commonly, associations will give members a discounted rate if they join/renew by a certain date. However, there are some alternatives you can use:
Members love being in charge of their membership experience. By giving them the option to receive discounted rates or alternative payment plans, you are giving them the luxury of choice. Timing is very important when it comes to discounts. Don’t use them too frequently, as the value of membership may be questioned. It’s ok to be a little coy with them, as members will know that it's a limited-time offer.
Kids aren’t the only ones who love a good contest. Members love the idea of competing with their peers to win something: anything. These contests can increase member engagement, recruitment and retention. Take advantage of your members’ competitive spirits. Contests tempt members to participate, which increases member engagement. Use your creative-side and show members your association’s personality. There’s no right or wrong way to host a contest; however, we have a few ideas to get your creative juices flowing:
This might not be the most conventional marketing effort, but it’s an effective one. When it comes to creating a contest, you can’t go wrong. Members will appreciate the effort taken to provide them with some fun.
When thinking of new ways to increase membership, offering discounts and contests may not be on the top of your list. However, these unconventional methods allow members to see your association’s personality, while getting them involved. Do you think your organization could benefit from using these initiatives?