Multichannel Membership Acquisition
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The document outlines strategies for membership acquisition through a multi-channel approach, emphasizing the importance of on-site sales, direct mail, email, social media, and mobile marketing. It highlights successful case studies, such as a campaign that increased membership significantly and engaged new audiences, utilizing social media contests and digital components to enhance outreach. Key takeaways include the necessity of integrated and creative marketing efforts, testing, and maintaining a consistent message across all platforms.
Multichannel Membership Acquisition
- 1. Membership and Multi-Channel Acquisition American Alliance of Museums 2015 Monday, April 27
- 2. • On-site Sales • Direct Mail • Email • Online Advertising • Social Media • Telemarketing • Mobile Marketing Channels No longer can an organization rely solely on a single marketing activity to drive membership sales.
- 3. • Your team or another department • Training • Goals • Incentives On-Site Sales The best audience for new members is right outside your door!
- 4. • List of prospects • Creative • Offers and Testing Direct Mail Still the workhorse of the modern acquisition strategy.
- 5. • Timing with mail campaigns • Creative and offers • Testing • Call-to-Action • Images vs text • Expanded email program Email Still the workhorse of the modern acquisition strategy.
- 6. • Advertising • Cover photo • Join tab • Time-bound offers • Target friends of current members • Retargeting • Organic reach has been greatly diminished Social Media Facebook is king.
- 7. • Expand reach and deepen engagement • Increase the number of email subscribers • Capture one-to-one contact info and create a path to membership • Expose member prospects and potential donors to mission messaging • Connect emotionally with audiences and capture personal stories • Garner media attention Social Media Contests Use social contests to generate rapid visibility and email capture.
- 8. • SMS • Member services • Offers • Surveys • Engagement • VIP experiences or Freebies • Geo-targeted ads • Push messaging via apps Mobile for Membership Mobile is no longer a trend.
- 9. • Key giving times throughout the year • Market to members, donors, and other target audiences (e.g. grandparents) • When could you create a special holiday? • Goal: 5% of membership Gift Membership Promotion Gift membership is a vital part of a healthy membership program.
- 10. • Shared goals, metrics, schedules, and reporting • Google Analytics for membership pages (traffic and conversion goals) • Google Grant and display advertising strategy • Email communications schedules and use of in- house lists • Landing pages, e-commerce systems, and product packaging • Social media strategy and content management A Seat at the Table Membership should be involved in:
- 11. Keys to Success • Consistent creative across channels • Landing pages • Testing • Real-time optimization • Data capture • Matchback analysis Multi-Channel requires:
- 12. Scenario: - A State-run organization - Transformational time in its own history - Building a new physical and brand presence - Overcoming a perception of need situation - Creating a new reputation for an organization
- 13. The Traditional Strategic Planning Acquisition – direct mail, on-site sales Lapsed recapture – direct mail and telemarketing Membership upgrades – direct mail Annual Fund – direct mail The Social Finding and engaging new audiences Converting to visitors and members Leveraging word of mouth A Plan for Member and Donor Growth:
- 14. Goals: • Grow membership by 50% • Reach new membership audiences and donors • Lay the foundation for future outreach • Change the way people perceive a history museum
- 15. A fully integrated, multi-channel approach: • Direct Mail • Social Media • Mobile/Online • Telemarketing • On-site Sales
- 16. • QR codes • Website • Email append • Branded Facebook “microsite” • Facebook Contests: Photo, Trivia, and Puzzler • Mobile Scavenger Hunt Digital Components:
- 17. STRATEGY Create a space for Coloradans to be a part of the story and discover the History Colorado brand. Contests
- 18. STRATEGY Create a space for people to discover and learn about the new History Colorado Center and the value of membership. Contests
- 19. STRATEGY Create a campaign to drive traffic to the new Facebook microsite, encourage word of mouth sharing, have some fun! Contests
- 20. STRATEGY Raise awareness about the opening of the new Denver A to Z exhibit; Registered 186 teams exceeding goal by 24%; Reached 332 people who had never had a prior touch with History Colorado. Contests
- 21. Contests
- 22. • 739 unique participants • 654 individuals engaged for the first time • 91 became members • 13% join rate overall • 39% of QR respondents opted in for texts • Facebook likes grew from 1,285 to 11,122 (766%) • Media attention and primary driver to website • Captured personal stories • More kids visiting than seniors • Leader among local cultural institutions Overall Online Campaign Results Contests
- 23. Outcomes Of Grand Opening Strategy 1,961 new members 595 recaptured members 888 upgraded members 235 donors 250% increase in target audience on Facebook 40% increase in membership BEFORE opening 89% increase in membership 6 weeks POST opening 121% increase in membership revenue FY2012 Results
- 24. Lessons Learned • Social media is NOT free: Requires budget, time, and the right partners • Prizes are critical to success • PR is a must! • Email is your secret weapon
- 25. Campaign Goals Holiday Gift Membership • Establish a baseline for using digital marketing for membership • Acquire new givers from untapped sources - social media and online • Test a set of messaging and offers • Build on the successes of an already thriving gift membership program
- 26. Creative
- 27. Components Blogger Giveaw ay Postcard Website Tent Card On-Site Poster Box Office Marquee Facebook Ads Online Ads Omni Promo EmailRetargetingOn-Site, Online, and Phone Sales CONTENT STORIES
- 28. Messaging: What’s more compelling? Experience ConvenienceExperience
- 29. Offers: What’s more compelling?
- 30. Offers: The Cyber Monday Boost
- 31. Offers Of the total gift memberships sold during the campaign period, discounts represented a very small percentage overall.
- 33. Campaign Results Successes • Established a baseline for digital • Demonstrated a capacity for growth and a clear opportunity to reach new audience pools for acquisition • Identified a compelling message and offer • Successfully leveraged Facebook fans for membership • Generated sales in previously slow periods • Increased overall gift membership revenue and saw positive return on investment