Tuesday, August 23, 2011

Membership Marketers Must Know The Numbers!

I recently spoke on Membership Engagement at the 2011 ASAE Annual Conference in St. Louis. At the conference I shared the following quote from The Fournaise Marketing Group:

“73% of CEOs think Marketers lack business credibility and are not the business growth generators they should be: they are still too far from being able to demonstrate how the…marketing strategies and campaigns they deploy grow their organizations’ top line in terms of more customer demand, more sales, more prospects, more conversions or more market share.”
- 2011 Global Marketing Effectiveness Program

In short, to effectively communicate our understanding our association's business/marketing needs and make our requests meaningful to them as we build our budgets and programs, we need to use the "language" that our Executive Directors, Presidents and Board Members (who in many cases are CEO's in their respected industries) understand. While at one time, for us in the membership marketing world, that language included ROI, Response Rate, Renewal Rates, Membership Tenure, Lifetime Value, Membership Stassis and Maximum Acquisition Cost, it now also includes open rates, clickthrough rates, lead conversion, number of impressions, page views, purchase history, channel management and more.
Additionally, these numbers make it easier for us to make the decisions we need to improve our strategies and ultimately our business. Data driven decision making must be measured and evaluated in as objective way as possible. Identifying meaningful data patterns and creating custom scoring models provides the business intelligence by which our industry has always been defined.

If you have any questions on what to look at for your association, or how to calculate it, please let me know. If you'd like a FREE Membership Dashboard, I have one that we've developed for our clients and I'd be happy to send it to you.
If you have an instance when you used data to drive your business decision making, please share it with everyone on this blog.
Experts in Membership Marketing is published by Erik Schonher, Vice President of Marketing General Incorporated.

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