In the for-profit world, we know that new customers recruited by existing customers are more loyal and profitable. In fact, studies show that 85 percent of “Likes” through social media and purchases are made through referral marketing rather than from advertising. For most of us, we trust the referrals made by friends and friends-of-friends. If […]
Membership-based organizations spend a great deal of time in the Membership Life Cycle starting from the Acquisition Stage all the way through the last stage of Renewal. Let’s explore the Acquisition Stage, the typical challenges experienced, and the best practices to implement to in this critical first stage. Stage 1: Acquisition of New Members Successful […]
How often have you heard a member ask, “What’s the ROI of membership?” Members who ask this question want to know, “How much are we going to save?” or “How much are we going to make ($$)?” or maybe it means, “What does this do to my bottom line?” I caution associations about engaging in a ROI […]