association comments-o-matic » Membership Marketing

Scott — Good points. I think you hit the nail on…

comments-o-matic — Fri, 03 Feb 2012 15:50:04 +0000

Scott — Good points. I think you hit the nail on the head. Tony
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"Good" response depends on your goal. I…

comments-o-matic — Sat, 28 Jan 2012 00:00:05 +0000

"Good" response depends on your goal. If your goal is to get as many members to join as possible at a low price so that you have power on the Hill or have lots of prospects that can buy other things from you then you may be willing to accept a lower CPNO. Some times you may even be willing to lose money on a first order if it helps you accomplish a goal or make more money once they are in the fold.

I agree with you both that benchmarking has a role but ultimately an association, or any organization doing any marketing, needs to have goals and objectives for every campaign and judge the campaign performance against those goals. To use the example above if your goal is simply to grow membership and your campaign does that then it really doesn't matter how that compares to the performance of other organizations.

Scott
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Hi Wes — As always, I appreciate your comments. …

comments-o-matic — Fri, 20 Jan 2012 15:10:07 +0000

Hi Wes — As always, I appreciate your comments. Clearly there is a place for benchmarking and industry norms, but I agree there are so many variables from business rules, to price, to specific industry conditions that setting any single number as the correct response rate or renewal rate is not helpful. However, if someone tells me that they have a membership renewal rate of 20% it probably means that they have some serious math issues or there is something wrong going on with the membership. Tony
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By the way, the chart on this post is officially k…

comments-o-matic — Fri, 20 Jan 2012 15:10:06 +0000

By the way, the chart on this post is officially know as Ansoff's Product-Market Expansion Grid. I find it an excellent tool for focusing a strategy discussion. Tony
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Great post, Tony! One of my least favorite questio…

comments-o-matic — Thu, 19 Jan 2012 22:30:06 +0000

Great post, Tony! One of my least favorite questions is "How does my membership retention compare to other associations?" Asking what a "good" response rate is for direct mail is the same. 72 degrees may good or it may be bad. It's all a matter of context.

Wes Trochlil
Effective Database Management, LLC
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So how do you change the value equation? There ar…

comments-o-matic — Thu, 19 Jan 2012 15:50:07 +0000

So how do you change the value equation? There are five options according to logic and Kotler — raise benefits, reduce costs, raise benefits and reduce costs, raise benefits by more than you raise cost, or lover benefits by less than you raise costs. What is the best direction for your organization to increase the value equation? Tony
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I like to see that Good response rate in direct ma…

comments-o-matic — Thu, 19 Jan 2012 12:30:06 +0000

I like to see that Good response rate in direct mail.

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Hi Annie — Good point on prioritization. I do se…

comments-o-matic — Tue, 17 Jan 2012 17:10:06 +0000

Hi Annie — Good point on prioritization. I do see strategic plans that have seven goals that all appear to be of equal importance. But beyond having too many goals, I also see goals that are set in a vacuum. A goal is just a nice intention without a strategy in place to accomplish it. Tony
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