So you’re trying to engage your membership – to participate, to donate, to renew. How do you make your message really appealing to your audience? Here are four more marketing campaign tips.
1. Measure the Campaign’s Success
This is quite subjective and depends on the measurement most important to your organisation – that might be the total number of new members, the number of year-on-year renewals or another goal. Define clear and achievable targets, including a measurement plan and a set time period. This gives your campaigns facts to work from and helps shape future efforts.
2. Have a Memorable Call to Action
This isn’t just a marketing drive: it’s a competition – against other similar associations, against every other email the member is receiving. Define your Call to Action and use it repeatedly, making it stand out as much as possible and grabbing the recipient’s attention in such a way that they act there and then. There are plenty of marketing campaigns out there to study for tactics, and membership management software can be invaluable in crafting compelling, personalised communications.
And when a member responds to a Call to Action in an email, make sure they’re directed to a web page specifically designed for your campaign. This page can use your Call to Action again, as well as reiterating the reasons why they should contribute or renew, and reinforcing membership benefits. You can use the membership management software to track engagement, too.
3. Hold a Post-Mortem
Once your campaign is done, you should organise a post-mortem to let all stakeholders and contributors share – honestly – what went well and what wasn’t so successful. It’s an important stage and can be kept very simple. This helps the marketing team feel that their efforts and input are valued, and airing opinions and bouncing around ideas can really get them focused on and enthusiastic about future campaigns. And make sure you take notes.
4. Put Learnings into Practice
The next campaign should be based on the findings from this and other recent campaigns. The measures of success and the post-mortem results should both be starting points for you to hone communications and target membership more accurately. Concentrate on the successes and your returns will be all the greater.