A Member Engagement Director & a Plan

By | Customer Experience, Engagement, Industry, Marketing | No Comments

More than ever before, we’re seeing the new title “Member Engagement Director” show up at YMCAs. More than 80 of our contacts now have the words “member engagement” in their title. Most of them are Member Engagement Directors. We see a movement across YMCAs and greater need than ever for a focused, systematic engagement plan, and people to execute the plan.

I spoke with Bryan Elsasser, the new Member Engagement Director at Somerset Valley YMCA in New Jersey. He has put some new plans in place to engage members. He’s implemented a 30-60-90 plan. It consists of doing a new member welcome in the first week, sending an email at 30 days into the membership, calling at 60 days, then sending another email at 90 days.

Bryan’s systematic approach is a trend we see all across the country at Ys that are focusing more on engagement. It’s a well-known fact that the more engaged members are, the higher the retention rate, and the bigger impact the Y can have on its community.

It’s hard to see the results from increased engagement unless you have a way to measure your success. Bryan knows the importance of visibility and measurement. “Daxko provides us with the ability to see how many visits, how many new members, and how many terminations.” he said. This data helps measure the success of Bryan’s plan.

When asked why engagement is so important to him, Bryan said, “Sometimes its in the simple things we do to let the members know we care. They want to know you’re here for them, not to pressure them. We want to improve their stay at the Y as well as improve their health.” Engaging members goes back to the Y mission of youth development, healthy living and social responsibility.

I asked Bryan what he would say to other Ys that want to improve engagement. “Build relationships with as many members in your Y as possible.  Also build relationships with other Y professionals, the people who’ve experienced this and gather data and find out what is working, and what isn’t working.  Build a list of contacts who you keep in touch with. Share your successes. It’s challenging, but I thank those who have helped me.” Bryan has many mentors that he emails questions to all the time. He also has learned a lot from his father who has been in the Y for over 35 years.

Bryan recognizes how different and special it is to be part of the Y. “The staff at the Y are different in heart and head. You have to have a passion and patience to work here. It’s a different environment. We are more than a gym, and we continually strive to show people in our communities that we are a cause-driven organization here to serve their needs.”

Daxko provides two tools to specifically help with engagement.

Daxko Engage is a CRM tool built specifically for YMCAs, JCCs, and other member-based nonprofits that allows a systematic approach to meaningful engagement. Daxko Engage is able to process large amounts of member data to determine who needs the most interaction and what kinds of topics would be well received. With this information, YMCAs, JCCs, and other community centers can create initiatives and assign specific tasks to your staff to achieve a desired result.

The Daxko Mobile app provides access to mobile registration and schedules, direct communication with members, and more. Most of all, the mobile app gives your members the convenience of connecting with the Y on the go. With Daxko Mobile, the member can quickly find what they’re looking for, add classes or programs to their calendar, and as a result, stay engaged wherever, whenever.

Zoomers: Transitioning from Marketing to Sales

By | Culture, Employment Brand, Life at Daxko, Professional Development | No Comments

Daxko looks for Zoomers. Zoomers are a breed of people that can zoom from one role to another with ease. I learned early on in my career at Daxko that being a Zoomer at a high-speed technology company is essential to growth.

Since joining the Daxko Nation back in August 2012, I’ve had four different positions. After I graduated college in the summer of 2012, I searched for jobs in Birmingham and Atlanta. When I interviewed at Daxko, I knew it was a unique and exciting company that I wanted to be a part of.

Initially, I was offered a part-time position as a Member Engagement Representative on the Engage Delivery Services team. I didn’t mind that it was part time because I knew that Daxko is committed to giving team members rewarding careers and opportunities to advance.  I was also just so happy to have a job at a fantastic company like Daxko.

Two short months later, I was given the opportunity to move onto the Marketing team as a Nonprofit Engagement Champion. With a degree in Mass Communication, I knew Marketing was a great fit for me. I still worked in a part-time capacity, but my hours were increased. I gained experience generating leads for the sales team.

In January 2013, I was offered a full-time position on the Marketing team as the Marketing Coordinator. I helped plan events and support event-campaigns through graphic design, writing, video-production, and building web pages. I took on projects with no prior experience and gained some valuable new skills. I learned what a well-oiled marketing machine looks like and how it functions. Being part of an all-star team was crucial in my professional development.

Ten months later, I transitioned to the Sales team. This was an opportunity to learn new skills and utilize my teacher and influencer strengths. Within the last three months on the team, I’ve learned how to manage and grow my business, and help connect the challenges of nonprofits to Daxko’s solutions. I didn’t originally picture myself in sales, but I love every minute of it. I’m learning from the best in the business, and I know this experience will take me far in my career.

With new opportunities around every corner, I am having the time of my life working at Daxko. I would encourage any Zoomer out there who desires an exciting, fast-paced career to join the Daxko Nation. You never know where you might end up!

Chapple C. is a Marketing Coordinator who enjoys breathing fresh air, consuming a good book, and reveling in quality time.

5 Ways to Work Toward Nonprofit Success

By | Engagement, Industry, Mission Delivery, Programs | No Comments

As we roll into Thanksgiving, I think about how grateful we are for our wonderful YMCA, JCC, and community center customers. On the sales team at Daxko we spend a lot of time counseling the people we serve about pain points at their organization. We love to be part of the solution for these organizations!

Specifically, this year there are 5 areas in which we have been working with YMCA, JCC and other software customers to move the needle:

1. Clear Messaging
Some of our customers struggle with messaging that defines who they are and this is the most important thing our customers can do. They have to show what they stand for so that the community will want to be a part of the cause.
Tom Massey of Daxko’s T2 Consulting is an industry expert in creating vision and leadership. T2’s Lori Swann helps nonprofits with marketing and messaging.
2. Scalable Tools
Tracking and communication tools are needed, but many YMCAs, JCCs, and community centers are unsure of how to begin a concentrated engagement effort. With staff outnumbering members 270:1, it is vital for nonprofits to be systematic about staying relevant to the members they serve. Watch the video on how the South Hampton Roads YMCA is using our software tool, Daxko Engage, to engage members in a systematic way.
3. Identifying Targets
How do you know which members at your organization need to be engaged with, and when? This is something we see quite often and it can have a complicated answer, which is why it is so important to stay organized. Software engagement tools can help with this. Watch the video on how the YMCA of the Pikes Peak Region is using Daxko Engage to reach out to specific members as they come into their facility.
4. Innovative Offerings
There has to be a match up between community need and programs/services provided. Our customers must ask themselves, “What motivates my members to be committed to healthy living?” Mike Spezzano from Daxko’s T2 Consulting group is the master of coming up with innovative offerings for nonprofits that focus on healthy living.
5. Partnerships
Strong, effective partnerships in the community are essential to propel healthy living. A few examples of partnerships for YMCAs, JCCs, and community centers would be hospitals, corporate wellness programs, local weight loss programs, etc.

From Casual to Committed

By | Culture, Employment Brand, Professional Development | No Comments

This month, I switched over from the marketing team to the sales team. In my new role, I’m helping lead our customers to the products that will keep their members engaged and connected. And, I love working on Daxko’s Mobile App precisely because it is one of the products that does so much to keep our customers connected with their members.

November’s TMD titled “Bringing it All Together for Healthy Living” was particularly helpful for me. April B, SVP of Market Strategy, discussed how Daxko helps nonprofits take their members from casual to committed.

At Daxko, there are 5 areas in which we are dedicated to helping our customers move the needle:

1.      Clear Messaging

Some of our customers struggle with messaging that defines who they are. This is the most important thing our customers can do. They have to show what they stand for so that the community will want to be a part of the cause. Tom M of Daxko’s T2 Consulting is an industry expert in creating vision and leadership. T2’s Lori S helps nonprofits with marketing and messaging.

2.      Scalable Tools

Tracking and communication tools are needed, but many YMCAs, JCCs, and community centers do not know which tools to choose from. With members outnumbering staff 270:1, it is vital for our customers to use these tools to stay relevant to the members they serve. Daxko has lots of tools to help nonprofits engage their members.

3.      Identifying Targets

Its difficult to determine who you need to reach without the right tools. Watch the video on how the YMCA of the Pikes Peak Region is using Daxko Engage to reach out to specific members as they come into their facility.

4.      Innovative Offerings

There has to be a match up between community need and programs/services provided. Our customers must ask themselves, “What motivates my members to be committed to healthy living?” Mike S from Daxko’s T2 Consulting group is the master of coming up with innovative offerings for nonprofits that are centered around Healthy Living

5.      Partnerships

Strong, effective partnerships in the community are essential to propel healthy living. A few examples of partnerships for YMCAs, JCCs, and community centers would be hospitals, corporate wellness programs, local weight loss programs, etc. Daxko Well is one of our newest products that connects corporate wellness programs with our nonprofit customers.

Chapple C. is a Marketing Coordinator who enjoys breathing fresh air, consuming a good book, and reveling in quality time.