The Aptify Blog
The Aptify Blog is an honest and informative collection of articles to help association executives solve their most pressing issues.
Thanks to modern marketing, my personal inbox has been filling up with pleas from a host of organizations wanting me to join. (I suspect that one-time donation back in November put me on a list that has triggered an open invitation to my Gmail, but that’s another story.) Some of these emails have even worked, and I’ve joined a few groups in recent months. What I’ve learned is that the groups I’ve become most engaged with are those that not only got me to read their email and join, but who involved me after I hit the “Join Now” button.
It’s no secret that acquiring and retaining members is at the top of the priority list for any association. From acquisition of new members through continued member engagement, our team at Aptify loves helping associations with the entire member journey.
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When you work for a member-based organization, it can be challenging to constantly come up with ways to keep your members engaged or even just find trends in their engagement levels. However, once you've determined the trends, then it's up to you to decide how to utilize that data living in your membership software.
Segmentation has long been a buzz word in membership and marketing departments, and with data mining and engagement scoring tools readily available there’s no reason this shouldn’t be on your 2017 strategy list.
When I was in school, I had to take a statistics class, and it was easily my least favorite class, which is saying something considering how much I disliked my high school calculus class. Don't get me wrong though, I didn't hate numbers or data. I just found it slightly intimidating at times. However, that stats class was the tipping point that made me view numbers as my nemesis (for that semester only). As a result, it gave me terrible anxiety every time I walked into class. Thankfully, I got through it in one piece, and I came out of that class more aware of how we live in a data-driven world and how I needed to embrace the value of it.
Making sure your volunteers are active in your association is deeply tied to how you measure and prioritize member engagement. I was asked what my experience has been from the perspective of having been both a volunteer and as an executive dependent on volunteers. I wish I had an the answer on recruiting, retaining, effectively utilizing volunteer’s skills, respecting their time, showing appreciation for their dedication without burning them out or causing their disillusion. While I certainly don't have a silver bullet for all things volunteering—and, in fact, there most likely isn't just one answer on how to master volunteering—I have picked up a few strategies along the way.