Friday, November 11, 2011
Five Steps to Building a Membership Recruitment Strategy
I just responded to a question on how an organization should put together a membership recruitment strategy. The question reminded me that sometimes it is a good idea to step back and look at the fundamentals of what we are doing.
So here are five basic elements that I think are important to consider in putting together a membership recruitment program.
1. The Target Market – who you want to reach – this includes determining what are your primary markets and acquiring or building lists of these prospects.
2. The Membership Offer – what a member will receive – this includes how you package your membership product and what special offers you will make in your promotions to attract new members.
3. The Marketing Message – why a member should join – this includes defining your value proposition and presenting solutions and benefits to members that are compelling.
4. The Promotional Tactics – how a member will be reached – this includes selecting the best marketing channels like personal sales, direct mail, email, telemarketing, etc. and the frequency and timing of promotions.
5. The Testing and Tracking – where to take future efforts – this includes trying variations of the four points listed above and recording which lists, offers, messages, and channels produce the best ROI and number of new members.
Even if you are an experienced marketing pro, take a moment now to look at your membership program. Chances are one of these five points is underdeveloped in what you are doing and could have big results with some additional focus.