Sometimes looking outside of your industry can spur some creativity for new ways to recruit, engage, and retain your members.
What do we mean?
Many engagement strategies are executed similarly across industries — common things like email segmentation, discount promotions, using video, etc. But many industries also have their own nuanced strategies that fit better into their business model, and while you may not be able to replicate them exactly, you can certainly draw inspiration to use at your organization!
There are a couple of tactics that come from the retail industry, in particular, that can give you a refreshed approach in the new year:
Tactic #1: Abandoned cart marketing
Ever started shopping online, put something in your “cart,” and ended up not completing the purchase? Did you get an email shortly after you closed the window asking if you’re still interested?
Retailers have perfected the art of identifying potential sales and re-marketing the product back to the customer. It’s a fantastic way to keep buyers engaged, and sometimes even provide a little extra value. (In the case of retail, that’s usually a discount or free shipping, etc.)
How to translate that to membership engagement:
Identify key engagement triggers throughout the membership journey. If you notice that a member doesn’t take an action that most members do, reach out to give them a nudge.
Watch the traffic that comes through your most important website pages: the membership application, event registrations, donations, etc. Through a little detective work, you may be able to figure out who visited the page but didn’t join/register/donate so that you can launch a campaign asking them to do so.
Tactic #2: Start a loyalty program
Be honest: how many half-completed coffee/sandwich/burrito punch cards do you have in your wallet right now?? Loyalty programs are common among retailers for generating repeat business and encouraging customers to refer them to their friends and family.
So common, in fact, that this tactic actually comes with a couple of approaches:
The punch card: is there a certain membership benefit that you encourage members to participate in over and over again that you could apply this to? For example, “Purchase 5 resources from our LMS and receive one free!”
The referrals: you likely already have a member referral program, but have you noticed how retail companies tend to execute one? In many instances, there are tiers of referrals where each one comes with a reward, increasing in value.
For example, if one referred member joins maybe the referrer receives a $20 Starbucks gift card; if three, they receive a free ticket to the next networking breakfast; if five, they receive a free advertising placement for a month.
As you can see, looking to other industries for new strategies — or a twist on a tried and true one — can be a catalyst for member engagement (and, therefore, GROWTH).
If you’re looking for more inspiration, consider joining the Bi-Weekly User Group Meeting for your AMS product. Every other Wednesday we host an open call to highlight new features, discuss best practices, and do a little Q&A. It’s a great way to meet with your peers at organizations that are using the same AMS as you and hear what’s working for them!
It’s totally free and open to all users, and you can join every week or just when it works for your schedule — click here to learn more and sign up: