Members Answer the Question: What Are the Most Effective Ways to Personalize Member Communication Without Overwhelming Limited Staff or Systems?
WE ADDED A personalization line to our eBlasts so, while the message is still sent to a large group of members, it appears personalized because it starts with the member name. Additionally, there are times we send an eBlast to a limited portion of our membership by customizing our distribution to a specific segment. Both of these options require little extra time and no added cost.
We mail a bi-monthly magazine and a few years ago for the cover we personalized each issue by including the individual member name. There was a cost but no extra work and the response was extremely positive.
– Donna Eberhart, CAE, Director of Membership and Marketing, Texas Veterinary Medical Association
We prioritize fun and customization when we regularly communicate with the association’s roughly 17,000 leaders. Our volunteers work hard, and we want to remind them that the work should always be at least a little fun. We use technology to inset the leaders’ names, goals, and other relevant information into mass emails. We could always do more, but this is an easy way for us to motivate volunteers and show a little bit of appreciation for all their contributions.
– Michelle Jackson, CAE, Executive Director, Texas PTA
We’re maximizing our use of system offerings, like the story-level targeting available through Higher Logic. We just launched 20 versions of a monthly newsletter, some of which have up to four personalizations. It’s a bit of a three-ring circus, but with teamwork and technology, we are making it work!
– Kate Johanns, CAE, Marketing & Engagement Director, Association of Texas Professional Educators
By setting aside one hour a month, a staff member can talk to 5-8 members and get a host of information needed to steer the association. Every month, our membership committee of board volunteers and staff get a call list of members expiring in six months. When staff make their calls, we usually find insights to the industry and future magazine or newsletter articles. We let the members know of upcoming events and answer questions to their questions, which sometimes does take some follow-up.
It’s important for us to reach the members that don’t normally come to meetings or contact the office. The drycleaning industry is changing drastically and so are the owners as the older owners age out. It’s been critical to keep a close pulse on our members. Our endorsed vendor is also on the membership committee – he’s respectful of not selling on these calls and is a great addition to the team. Of the volunteers that do make the phone calls, many have been able to make meaningful connections with other members. We all know when a member helps a member that intensifies their bond with the association. With so many tasks on our plate, I know it’s easy to brush this aside. However, when it comes time to make these calls, we remind ourselves of Covey’s quadrants – this may not be urgent to the organization, but it’s important and key to our association’s survival. Commitment – one hour a month and you reach 60-96 members a year.
– Liz Williams, Executive Director, Southwest Drycleaners Association
