2015 APGA Conference Entice Enlist Enthrall - Membership Marketing and Engagement
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Transcript of 2015 APGA Conference Entice Enlist Enthrall - Membership Marketing and Engagement
Entice, Enlist Enthrall:Getting and Keeping Members in a
Multi-Channel World
Michelle Conklin, Executive DirectorTucson Botanical Garden
Bob Mermelstein, Chief Financial OfficerPhipps Conservatory and Botanical Gardens
Dana Hines, President and CEOMembership Consultants
Rosie Siemer, Founder + CEOFiveseed, Inc.
Entice, Enlist Enthrall:Getting and Keeping Members in a
Multi-Channel World
Entice…
The Garden
Flower Shows
Exhibitions
Benefits
Offers
Your Mission
Entice…
Your Garden
The Conservatories
Gardening
Plants
Entice…
Events
Flower Shows
Exhibitions
Experiences
Entice…
Benefits
Free Admission
Free Parking
Discounts
Entice…
Offers
Dollars off
2 Months Free
A Tote Bag
Entice…
Your mission
Research
Conservation
Saving Plants from Extinction
Enlist….
On-Site Sales
Direct mail
Telephone
Social Media
On-Site Sales
Most popular method of gaining new members
Most cost effective
Everyone can do
Convert 2% to 4% of visitors to members
Best practices
Enlist….
Direct Mail
Still works!
Second to on-site sales in terms of new member volume
Components: lists, offer, creative
Timing
Expectations
Enlist….
Enlist….
Telephone…
Still relevant, but with challenges
Renewals
Lapsed recapture
Capital campaign inclusion
Enlist….
Social Media
Enthrall….
Experiences
Communications
Customer Service
Enthrall….
Experiences
Member Only Events
Previews
Tours and Travel
Spring flowers!
Special traveling exhibitions
Enthrall….
Communications
Enthrall….
Customer Service
Enlist….No longer can an organization rely solely on a single marketing activity to drive membership.
On-site Sales
Direct Mail
Telemarketing
Social Media & Mobile
Digital Advertising
Loyalty
Enlist….Your secret weapon…
Time with mail campaigns
Content strategy
Call to action
List building
Testing
Expanded email programs
Enlist….Facebook is king…
Organic reach has been greatly diminished
Advertising
CRM retargeting
Website retargeting
Time-bound offers
Cover photo
Join tab
Enlist….
Enlist….
Enlist….Use social contests to generate rapid visibility and email capture
Expand reach and deepen engagement
Increase the number of email subscribers
Capture one-to-one contact info and create a path to membership
Expose member prospects and potential donors to mission messaging
Connect emotionally with audiences and capture personal stories
Garner media attention
Enlist….Social media…
Enlist….Social media contests…
Enlist….Social media contests…
Enlist….Social media contests…
Enlist….Mobile is no longer a trend.
Offers
Geo-fencing
In-app advertising
Apps
Text-to-give
Enthrall….Leveraging loyalty programs...
Capture contact info
Track activity
Encourage repeat visits
Engage on site and online
Reward members
Enthrall….
18 to 29-year olds are more likely to use a brand’s social media site for customer service interactions (43%) ~ J.D. Power and Associates
The number of questions asked on brand pages on Facebook has increased by 85% over the last year. ~ Social Bakers
57% expect the same response time at night and on weekends as during normal business hours ~ Edison Research
Source: Nielsen, 2012; Oracle, 2012; Edison Research, 2012
32% of social users expect a
response within 30 minutes
1 in 3 social media users prefer social media over phone for customer service
53% of Twitter users expect a response within 1 hour
Enthrall….
Enthrall….Millennials…or the future of your membership program
Crave community
High tech – high touch
Instant gratification
Expect real-time communication
72% want to spend money on an experience
Support issues, not organizations
Want VIP treatment and recognition
Support issues, not organizations
Things they like: discounts, contests, games, celebrity endorsements, relatable characters, visual content
Enthrall….
Marketing automation is the future.
Member communications
Automated renewals
Personalized content
Customized event invitations
It is increasingly difficult to attain long-term financial sustainability. Botanical Gardens and nonprofits, generally, need to remain focused on maintaining the…
“Iron Triangle”
Organizational Capacity
Financial Capacity
Mission and Program
May-1
0
Aug-10
Nov-10
Feb-11
May-1
1
Aug-11
Nov-11
Feb-12
May-1
2
Aug-12
Nov-12
Feb-13
May-1
3
Aug-13
Nov-13
Feb-14
May-1
4
Aug-14
Nov-14
Feb-15
May-1
56,000
7,000
8,000
9,000
10,000
11,000
12,000
13,000
14,000
7,292
8,986
13,009
Phipps Member HouseholdsMay 2010 - May 2015
Changed Membership Structure & Rate Increase
9/2012
2010 2011 2012 2013 2014 2015$500,000
$600,000
$700,000
$800,000
$900,000
$1,000,000
$1,100,000
$1,200,000
$601,846
$651,391
$686,752
$912,091
$1,070,275
$1,145,159
Phipps Member Revenues12-Month's Ended May 31
Changed Membership Structure & Rate Increase
9/2012
AWARENESS
RECRUITMEN
T
ENGAGEMEN
T
RENEWAL
REIN
STAT
EMEN
TThe Phipps Membership Lifecycle…
How do we get prospective members to discover Phipps?
We want to develop a relationship with prospects so that membership becomes a natural consequence.
Direct mail acquisition, Bring a Friend Day, We Our Members
AWARENESS
RECRUITMENT
ENGAGEMEN
T
RENEWAL
REIN
STAT
EME
NTThe Phipps Membership Lifecycle…
Events centered around the wants of our members. Also, targeting young professionals.
Direct mail acquisition is key to finding new members.
We don’t place much emphasis on promotions.
AWARENESS
RECRUITMENT
ENGAGEMENTRENEWAL
REIN
STAT
EME
NTThe Phipps Membership Lifecycle…
Member exclusive events (Peek Behind the Petals, Members’ Night)
Member preferred events (Jazz in the Garden, Glasshouse Happy Hour)
Member concierge
AWARENESS
RECRUITMENT
ENGAGEMENTRENEWAL
REIN
STAT
EME
NTThe Phipps Membership Lifecycle…
Over 50% of our renewals come through the Welcome Center
Focus on renewal of 1st year members. Huge disparity of renewal rates for 1st year members and longer term members.
Approach to “touching” members about renewal is key. How long have you been doing what you’re doing?
AWARENESS
RECRUITMENT
ENGAGEMENTRENEWAL
REIN
STAT
EMEN
TThe Phipps Membership Lifecycle…
We try to use a major event/happening as an impetus to rejoin
Should be part of your direct mail acquisition campaign.
Entice…Know who you’re enticing and structure your membership program around that
Young familiesEmpty nestersRetireesCollege studentsMillennials
Understand the ramifications of offers…good, bad or indifferent
DiscountsReciprocal membershipsExtra months (“drop dead deal”)
Entice…What are we selling?
Seasonal Flower ShowsCenter for Sustainable LandscapesSEED ClassroomFree admission for 1 yearQuarterly members-only magazineMember-exclusive events
Peek Behind the PetalsMembers’ Night (Spring Show Preview)Tour of Production Greenhouses (higher level members)Jazz in the Garden (member preferred)
Discounts in Gift Shops, Education classes
Enlist…Majority of new members join onsite (79%)
Commission to Guest Associates for selling new memberships ($3 - $6/per)Up to 7 days to receive credit for admission Conversion rate
Combination of email/social media to alert members/non-members about upcoming events
Easy to navigate website
Phipps Virtual Member Card
Enthrall...Personal touch: “Meet Your Concierge Team”
Personal response to all emails/voicemails from a member of our membership team
E-blasts are signed with Membership Manager’s signature
Quick turnaround on getting cards out to new/renewed members
Phipps Virtual Member Card to launch shortly
Look closely at Member benefits
Renewal rate: 68.1% overall (goal 70%), 74.7% multi year (goal 75%), 42.6% 1st year (goal 45%)
Phipps Membership Web PageVirtual Member
Card
Website and Facebook posts about Jazz in the Garden and Peek Behind the Petals
Renewal email signed by Membership Manager
Deep roots reaching back to the 1920’s
5 ½ Acres
18 Display Gardens
Indoor Tropical Butterfly House
Outdoor Garden Railway
Café
2 Gift Shops
Gallery
Weird Plant Sale
Luninaria Nights
SAVOR Food Festival
GrowDown Garden Competition
Ultimate Garden Tour
Feast of the Dearly Departed
Family Days…
1982 -10 members
1983 - $1.00 Admission Fee on an honor basis.
4,200 Households
$13/$9 Admission
2013
3,100 Household
Tucson Botanical GardensMember Households 1985 - 2013
Raiser’s Edge
Butterfly Exhibit
Economy Crash
The Plan….
Create a Compressive Acquisition Campaign
Direct MailTelefunding
Lapsed Donors
Build Annual Fund
Expand Outreach
The Budget…. $0.00
2013 $10,000 General Operating Support Grant
“Support, Strengthen and Build Capacity”
This Grant Will Fund…
TBG first telefunding campaign to recapture lapsed members, which will build capacity and strengthen our organization.
The Plan….
Create a Compressive Acquisition Campaign
Direct MailTelefunding
Lapsed Donors
Build Annual Fund
Expand Outreach
Direct Mail….Mail to all non-renewing members in database
Create an Incentive
InexpensiveCan’t Refuse
P.S. “If we don’t hear from you, someone will call you to follow up.”
June - AugustNew Member Category….
$20 Dog Membership includes…
Unlimited Summer Admission (Regular Dog Admission is $3 per visit)
Special Canine Membership Card with Attachable Collar Ring
Sibling Dog Memberships for an additional $10
New Member Category….
New Member Category….
$9,401.00 182 Donors224 Gifts
Outreach….
Sales Table at all Garden Events
Tucson’s Top Three Community Events
Telefunding….
THE DISCUSSION
The Opposition….
Telemarketers – Hate em!
Too many telefunders
We ask too often
I hate getting phone calls during dinner
I hang up on those people
It won’t work
Phone calls can build relationships
Better than online and direct mail fundraising
If done right: Donor is grateful to hear from you and you can’t get them off the phone
Very personal to the donor
Boost direct mail response quickly
The Reality….
The Discussion Continues….
TimelinePhone AppendWrite ScriptsTrain the StaffSchedule StaffListen and EvaluateAdjust Campaign as neededProduce Daily Reports
Compile ListsLapsed MembersGarden EventsMember Benefits
Review ScriptListen in!Follow up
MembersPledgesThank You’s
“We can do this ourselves”
Can we, really?
TimelinePhone AppendWrite ScriptsTrain the StaffSchedule StaffListen and EvaluateAdjust Campaign as neededProduce Daily Reports
Compile ListsLapsed MembersGarden EventsMember Benefits
Review ScriptListen in!Follow up
MembersPledgesThank You’s
NO!
Telefunding campaignGoal Actual
% of those that said “Yes” 12%
% of Credit Card Purchases 60%
% of those that pledged 40%
Average renewal amount
Contact Rate
Number of Calls 2,000
Number of calls completed
Number of Hours Contracted 163
Total Number of Renewing Members
24%
67%
33%
$45.13
70%
1,500 out of 2,000
163
394
Telefunding campaignEXPENSE
Outside Consultant $ 6,500
Direct Mail $ 2,800
Postage $ 600
TOTAL EXPENSE $ 9,900
INCOME
Direct Mail $ 9,805
Phone Calls $ 7,925
GOS Grant $10,000
TOTAL INCOME $27,730
LESS GOS GRANT ($10,000)
Profit $17,730
CAPACITY BUILDING
Retention…
38%
Welcome Center Opens 9/1/15
Reason for success…
Right person asks the right person for the right amount for the right project in the right place at the right time.
Trained/Experienced Staff
Past Members
Can’t Refuse Offer
New Member Programs
The Comfort of Home
Prior to Opening Season
Reason for success…
The Six “Rights”
Efficiently Run Campaign
Tight Timeline
Great Incentive
2150 N. Alvernon WayTucson, Arizona(520) 326-9686www.tucsonbotanical.org
3868 Russell BoulevardSt. Louis, MO 63110(520) 326-9686www.membership-consultants.com
Denver, CO 303-880-7105www.fiveseed.com
One Schenley ParkPittsburgh, PA 15213(412) 622-6915phipps.conservatory.org