- Look at measurable data – Hoyt’s first tip is to take a hard look at your data and ask yourself, “Where are we today? Where do we want to be and why is it important? Most people understand the value of having a broader membership base and retaining members is a lot easier than recruiting new members.”
- Break down retention goals – “If you are looking at retaining 1%, 2% or 3% more members, how many members is that? Once you have that figured out you can start tying those numbers to financial benefits,” explains Hoyt. All those things help justify engagement initiatives to the leadership team.
- Take it back to the mission – “Many people are surprised when you take those membership goals and connect it to the increase in number of lives you can touch every day,” says Hoyt.
When we set out to create a product to help wellness organizations engage more members, we wanted it to have not only a software component, but a team of experts that would help set organizations up for success. What evolved out of this theory is Daxko Engage. This infographic that talks about the reason systematic engagement is important (it’s the only way engagement works over the long haul) and how Daxko Engage addresses systematic engagement in a way that is exclusive to the member-based health and wellness industry.
For the YMCA of Middle Tennessee, partnering with Daxko offered them the chance to really measure progress. Theresa McDonough, Vice President of Membership & Corporate Relations at the YMCA of Middle Tennessee explains, “When we switched over to Daxko, that was the first time we really saw metrics.”
In addition to their need for all types of measurement data, the YMCA of Middle Tennessee needed staff buy-in from all levels – including the executive team – to support a strategic engagement initiative for new and existing members. “Having part-time staff doing this important work wasn’t really doing it justice. It was when we started to get buy in all the way up to the executive level [to create connector roles that are responsible for member engagement] that we started to see real results,” states Tracey Jackson, Marketing Director at the YMCA of Middle Tennessee.
After launching Daxko Engage, the team at the YMCA of Middle Tennessee began to work closely with the Daxko team to understand their engagement metrics for each branch of their association. They look at everything from email response to logged interactions between staff and members. McDonough explains, “We can then take the metrics out to the centers and say ‘This is why it’s important to get clean emails. This is why it is important to capture everyone’s picture. Being able to be consistent and show them those metrics every month is invaluable.’” The team at Middle Tennessee also has visibility into how their efforts every day make a difference and that is an important part of adoption. Recently, an aquatics director approached McDonough and explained all the ways Daxko Engage was making a difference to that role. “Everyone is starting to see that it is more than just a member outreach tool. It can be used in so many ways to not only engage with members but to promote wellness.”
McDonough says that continued attention on center-specific information and a focus on accountability has allowed the staff at the YMCA of Middle Tennessee to set up best practices that will lead to a successful 2016.
Do you know the proportion of your membership that is highly engaged? What about those that aren’t engaged at all with your center? Daxko recently launched a campaign offering interested organizations a look at their specific member units by engagement level.
Our Daxko Engage team was able to take Daxko Operations data and run it through our proprietary Engagement Index to filter membership units by engagement levels. The Engagement Index is a complex algorithm that accounts for a member’s demographics, check-ins, donor activity, and other activity or lack of activity to come up with a measure of how engaged a member is and how likely or unlikely they are to terminate their membership in the future.
To learn more about the value of deeper levels of engagement, check out our Influence Video:
Learn more about Daxko Engage to take your member engagement to the next level.