Congratulations! Your Membership Campaign Generated a Ton of Leads. Now What?

By | Industry, Marketing, Membership | No Comments

Your inbound leads for membership come in cycles. A successful event or marketing campaign can generate many leads at once, overwhelming your membership sales team. How do you know which leads to chase first? There is no good way to tell if that lead was really interested in you or was just trying to get a free t-shirt.

When faced with a long list of potential new members, staff often cherry pick leads for follow-up or invest time endlessly chasing what they hope are good leads, leaving the bulk of the leads go cold.

It typically takes 8 or more calls to reach a lead but only 10 percent of teams persist in engaging a lead after failing the first few times. It’s a losing battle. Here’s a few reasons why:

  • Never enough membership resources – Most leads never get reached by staff
  • Don’t call me – According to SalesForce, 90% of buyers want to decide when to engage with a company, and according to Forrester Research, 82% of customer want to know more about you before connecting. Almost all of them prefer to connect with your company on your own terms.
  • Bad timing – The first five minutes after a lead comes in are crucial. Accoding to InsideSales.com, if you miss out on that window, you are 9 times less likely to close the sale. Half the sales go to the person who connect first. Your lead scoring system misses the real-time opportunity by hours or days.
  • Your staff needs more information to do a good job – Membership sales staff needs the right person to call, the right contact information, the right time to call, and the member interests to do their job effectively. What if you had a way to ask these questions easily – before passing the lead to staff? Leads will volunteer valuable information if you ask.

 

Wouldn’t it be great if you could hand-off just the hot leads that are ready to join now? Daxko has partnered with Conversica, a leader in AI-powered business conversations and the only provider of AI-driven lead engagement software for marketing and sales organizations to offer an AI-driven membership sales assistant named Nora for the member-based health and wellness market.

Nora utilizes 8 different types of conversations to reach out to your membership prospects and help foster new memberships and engagement:

  1. Prospect Conversation – Convert stale leads into hot prospect. Nora will engage stale leads and find your future members.
  2. Recovery – Reach out to recently terminated members and ask them to give you another chance.
  3. Win-back – Reach out to members that terminated more than 6 months ago to remind them what they are missing.
  4. Program Member Conversion – Convert current and past program participants to members by informing them of all the member benefits they stand to gain.
  5. Guest Conversion – Many guests are ready to make the decision to become a member. Nora will contact them to encourage them to become a member of your facility.
  6. Program Upsell – Nora will contact members to let them know about the latest hot programs (like personal or small group training) to get them even more involved at your club.
  7. Orientation Encouragement – Participation in a new members wellness appointment is a key indicator of a member’s long term success and Nora will reach out to new members to encourage and schedule their wellness appointment.
  8. Event Recruitment – Nora will reach out to people you deem likely to be interested in an event and encourage them to participate or donate.

To learn more about how Nora can help your organization, visit daxko.com/conversica.

Web Resources for all YMCAs: An Introduction to Open Y

By | Industry, Mission Delivery, Online, Organizational Health | No Comments

We live in a world of resource constraints. That’s true no matter your budget. At some point, the need always surpasses the ability to meet it. What’s a good solution? I think it’s all about fighting our inner two-year-old and sharing more.

If you need a WIFM (what’s in it for me), how about innovation and growth? When teamwork happens the way it’s supposed to happen, amazing things can come out of it. When everyone in a group is equally invested in the greater goal, the result is everyone working faster, finding mistakes more easily, and innovating better. Drawing on the knowledge of others is crucial in getting to the best result. This concept has spawned an entire movement of sharing.

Ever heard of open source software or collaborative work environments? These are two examples in the technology world where individuals come together and contribute to something in the hopes of making it better. Just like our parents told us, the concept of sharing is wildly successful. And now, sharing is impacting a non-profit movement that Daxko has been supporting for 10 years: the YMCAs. Behold the Open Y initiative.

In 2016, a small group of Ys recognized that they had access to modern, engaging website development resources that weren’t available to all Ys. Rather than taking the path of least resistance and merely hoping someone else would solve the problem, these leaders came together and decided to be the change by developing their content management systems on the open source functionality, Drupal 8. What this means is that every Y can now make use of the development that these few pioneers started. And every time someone develops something new with this source, they can publish it for others to use as well.  At the Open Y Summit last week, it was invigorating to see this trend of collaboration come to life and open the eyes of 130 people, all focused on bringing greater opportunity to the YMCA movement.

Working outside of your own association can seem tedious and time-consuming. However, as the Open Y has already shown, bringing unique minds together is worth it because when a group of people focuses on achieving a big, common goal they create new, synergistic energy. This is how dreams of moon shots become reality. As a vested partner in the YMCA movement, I’m honored to be able to contribute to this new reality.

Want to learn more about Open Y and see how you can play a role in change?

Register to attend “An Introduction to Open Y” on Thursday, October 12, at 1:00pm CST. Nathan Maehren (Sr. VP, Digital at YMCA of the Greater Twin Cities) and Courtney Glover (Director of Digital Strategy at YMCA of Greater Houston), both part of the original group that started Open Y, will walk us through how this initiative came to be and how you can help it grow.

How Non-traditional Competition will Impact the Future of Membership

By | Engagement, Industry, Membership, Mission Delivery, Mobile, Online | No Comments

For a long time YMCAs, JCCs, and community-centers have faced increasing competition from for-profit clubs. The new wellness landscape has become even more complex with younger demographic groups (you know who you are millennials) spurring trends like boutique chains like Pure BarreOrange Theory, and CrossFit, experiential races like Tough Mudder and Color Run, YouTube fitness celebs like Blogilates, or even newer virtual solutions from old players like Jillian Michaels and Weight Watchers.

Non-traditional competition deserves a forward-thinkng solution. At Daxko, we are committed to providing technology that supports our customers as they face these new challenges. We’ve done a lot of research on the future of membership and we are currently testing a potential solution for our customers. More on that in the months to come. Along the way, here’s what we’ve learned that will help member-based nonprofits differentiate themselves from the pack.

1. Play up the mission – Use your nonprofit status as a differentiator. Promote the causes that you champion and that their membership supports. Work to be specific too. According to a Millennial Marketing blog post, specific cause-driven examples are more effective at spurring millennials into action than vague pleas to “make a difference” or donate money for no specific purpose. Emphasize a special charitable or outreach program that is particularly successful for your center. Finding one program that really speaks to the types of charitable work you do so you can help your members understand the mission in a more direct way.

2. Build a communityJeff Fromme from BizJournals.com writes, “millennials value a communal environment…[and]millennials are taking their desire to be social into the fitness arena.” For member-based nonprofits, it helps if your member community exists both in the real and digital realms. Creating a virtual community of members working towards similar wellness goals is something Daxko is working towards to provide flexible wellness and fitness communities for the future of membership.

3. Be flexible – According to the 2014 Neilson Global Consumer Exercise Trends Survey 82% of gym members also exercise at home. Millennials are busier than ever and they are looking for options that fit into their lifestyle. Exercising at home is a great supplement to a membership. Offering a virtual solution that provides an online wellness community and quality online fitness classes is a must to reach this generation. Ys, Js, and community centers can solidify their appeal with this demographic by offering options in and outside the facility walls.

At Daxko we are working to reimagine membership with technology tools that will enable you to live your mission in new ways by meeting your members wherever they happen to be and supporting them whatever their interests. Be sure to check our blog for new topics related to future products and industry topics for member-based nonprofits.

Engaging Donors Made Easier

By | Campaigns, Customer Experience, Daxko Engage, Engage, Engagement, Events & Happenings, Financial Development, Fundraising, Industry, Mission Delivery, Online | No Comments

The Member Engagement Index provides quick visibility into an unit’s current level of engagement. With the index we are able to predict how likely someone is to terminate their membership in the next 90 days. It has become an integral part of our Daxko Engage software and a defining feature of targeted engagement campaigns.

Since the release of the Member Engagement Index, we’ve had the intention of creating something similar for donors. After all, engagement is the key to contributions. Engaged members make better donors, and engaging people in communities provides great opportunities for new members, donors, participants, and volunteers. A majority of donors report they have received information about their favorite charity at least once and 40% report receiving information from email/newsletters more than a few times per year (“Nonprofit Donor Engagement Benchmark Study,” www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf, Fall 2012).

We are excited to be nearing the completion of a Donor Engagement Index. While the Donor Index uses similar attributes as the Engagement Index, the algorithm has reworked those factors to determine who is likeliest to donate in the next 6 months. However, the Donor Index will be visible on both current members, past members, and basically anyone created in Daxko Operations. You can now reach deeper into our database with more insight and highly targeted fundraising campaigns.

In May, we will be piloting our algorithm with a select group of organizations to refine it to the point that it stands the test of the diverse member data that we encounter across our customer base. As we refine the algorithm we will notice patterns that you would never be able to see unless you look at the data in such large quantities. One pattern we’ve noticed already is that the lowest givers tend to be member units aged 30-50 without kids on the account. We can speculate that these families either have children that don’t belong to their organization so they have not seen the value for their children, or they don’t have children at all and marketing materials aimed at families with children don’t resonate with them. Daxko Engage users can utilize Engage to find out exactly what these member units are interested in and send them a targeted message that can really connect them to the mission of the organization.