Three Business Resolutions for Membership & Marketing

By | Daxko Engage, Engagement, Industry, Marketing, Membership, Tips & Resources | No Comments

It’s the season of renewal – personally andprofessionally. While many are making resolutions to join a fitness facility or creating bucket lists for the new year, we’d like to challenge your team to make a resolution to simplify your professional lives. Simplicity enables you to do more that you enjoy. Here are three ways to freshen up for the new year:

1.  Consolidate your email marketing efforts.

Could you say that every department is on the same page as it relates to email marketing? Do you know what other teams at your organization are sending out? Is the content brand compliant?

More often than not, the answer to at least one of these questions is no. Working for a community center, a fitness center, a child care provider, and a camp (among many other strengths) means your efforts are likely siloed. This is even more the case because non-profit team members juggle so many responsibilities. We sometimes work with customers who have their camp team using Emma, the Wellness team using Constant Contact and the Sales/Marketing using Campaign Monitor. Not only is that ineffective, but man, it gets expensive!

In order to ensure your efforts are well received, a single source of truth is invaluable.  A single source of truth means control over how much and when members receive information, who receives a message, a consistent portrayal of your brand image, and an integrated approach to member engagement. To toot our own horn, we recommend Daxko Engage because it is already integrated with your membership database.

2.  Document processes and responsibilities

This one is easy. From a marketing perspective, it is crucial to have best practices in place around who can createcontent and who can releasecontent. Our most successful customers have a Member Engagement committee where different stakeholders and leaders come together to discuss what messaging to share when.

Once discussed and approved, the person with the information will create some messaging using a template your marketing guru has approved. From there, a marketing team member will make adjustments and schedule the initiative to launch based on a content calendar to ensure members aren’t oversaturated with content.

3.  Hold managers accountable

Picture this:Staff are having engaging conversations with your members because they genuinely believe in the mission of your organization and want to see people succeed. It’s not hard to picture, right? The perk of working for a non-profit means that your team members are on board with the mission and working to help members accomplish their goals.

Assuming you have Daxko Engage to make it easier, there are two major reasons to log conversations that are alreadyhappening:

  • You’ll move that one-to-one relationship to a one-to-many relationship – meaning that every single team member can build on that relationship and create exceptional experiences for your members.
  • With a plethora of data, you are able to extract information to make important business decisions. For example, if half of the goal-related notes pertain to weight loss (looking at you, New Year’s Resolutions), it may be a time to offer programming geared towards those needs.

The idea is fantastic, but it will happen only if your managers are promoting the reason behind logging conversations and holding their team members accountable. As the directly responsible individual over member engagement, make it your mission to follow up with managers and ensure those conversations – whether to reward or coach team members –  are happening.

In doing these three things – consolidating marketing efforts, documenting processes and responsibilities, and holding supervisors accountable – you will start your new year fresh. Get everyone on board, and enjoy the version of you with more free time!

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.

What Brought ‘Em Won’t Keep ‘Em

By | Engage, Engagement, Industry, Membership | No Comments

If you’re like other organizations, your membership strategy for the beginning of the year is focused on welcoming as many new joins as you can. But you blinked, and it’s March, so now it’s time for your team to think about how you’re going to build those relationships.

As with any new relationship, the early days are about novelty and excitement. The bad news? That won’t last forever. The good news? Intentional touchpoints keep people engaged throughout their journey. Here are three ways to keep ’em for the long haul:

1. TREAT NEW MEMBERS RIGHT
Take your new member onboarding experience seriously. The first 3 months are crucial. Define the path you want your new members to take. With Daxko Engage, you are able to create a multi-step initiative workflow with a mix of emails and tasks for your staff to lessen the load while still providing an excellent onboarding experience for your members. The New Member Engagement campaign the Engagement Solutions Team recommends has a dozen touchpoints in the first 120 days.

2. TARGET YOUR MARKETING
The “spray & pray” marketing approach is as messy as it sounds. Use Daxko Engage Group Rules to create meaningful member segments, and send a simple Initiative to that Group with a clear call to action. Fill your class and program rosters by targeting those who would potentially be interested with compelling information. For example, if you are looking to fill your 65+ Aqua Kickboxing class, be sure to target those ages 65 and older. Consider sending a separate, but similar, initiative to those who have participated in similar classes in the past.

3. DELIVER ON YOUR PROMISES
Real talk: relationships are built on trust. Are you meeting the expectations your members had when they joined? If a member joined for the community, make sure she feels like a part of one. If a member joined to become more fit, see if he’s meeting his fitness goals. Here’s some feedback from the Shames JCC on the Hudson about the “we miss you” Initiative they sent to members they hadn’t seen lately. Here’s what Lisa H. had to say:

We have had great success. This initiative will help us to engage our members who have not been here for 90 days or more. I have responded to all who have reached out, and I am working on re-engaging them here at the JCC by connecting them with staff members to learn more about our adult programs, our complimentary fitness orientations, personal training and our new group exercise schedule. I even encouraged them to stop by to say “hello” the next time they are in!

We like metaphors on the Engagement Solutions team, so we’ll leave you with this: In December and January, you plowed your soil and planted the seeds. Soon it’ll be spring, so you’ll need to water your garden, pluck the weeds, and tend to your budding flowers. That’s how you get your memberships to blossom.