membership recruitment Archives - Syneka Marketing

Membership and Marketing Workshop with the National Seniors Association

By Advice, Advice for Not-for-profit Organisations and Charities No Comments

The National Seniors Association is a peak organisation representing the interests of Senior Australians. Advocacy is undertaken at a national level, with local branches providing activities and events to encourage social interaction, recognize skills and reduce isolation.

Like most membership based organisations, the National Seniors Association needs to strengthen the ability to recruit and retain its members. This morning we conducted a workshop with the National Seniors Association to discuss strategies to assist local branches with membership recruitment and retention.

Membership needs to be seen as a key marketing function for both the National Seniors Association and its local branches. The workshop explored the need for consistency, ensuring that local branches understood their strengths and the reasons that someone would like to join. Furthermore, we discussed techniques to ensure that prospective members were being reached and converted into active membership.

Being responsive is critical to keeping members. There is a need to develop formalized feedback channels, such as surveys to ensure that member feedback is being considered. The use of surveys enables a consistent methodology to ensure that changes can be evaluated and compared against previous results.

Members are stakeholders of an organisation and need to develop a sense of ownership over their organisation. Fostering this level of engagement will assist with maintaining membership numbers and keeping them actively engaged.

Membership Growth

Membership Mastery – Sydney Workshop

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Presentations, Resources One Comment

The second workshop for Membership Mastery was held in Sydney and provided a further opportunity to discuss marketing strategies for membership retention and recruitment.

Discussion within the Sydney workshop focused largely on social media integration, including the ability to connect websites with social media tools. This provides a base level of communication while ensuring a consistent message across a website and tools such as Facebook and Twitter.

Social media networks provide an opportunity to engage members and to facilitate discussion. Engaging members assists retention but also encourages word of mouth referrals. The online sharing of content is the equivalent to word of mouth recommendations and members should be encouraged to share messages from an organisation. This approach also helps ensure that messages are consistent when being distributed via members.

Social media is one marketing tool that should be considered when developing membership recruitment and retention strategies. It is important to reinforce social media with other communication tools to increase the impact and reach of an organisation. An integrated approach should use the right marketing tools to reach the identified target market, this may be a combination of offline and online channels.

Great feedback was received from Membership Mastery and I would like to thank the participants for their input and discussion.

Membership Growth

Membership Mastery Workshop – Melbourne

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Presentations No Comments

Membership Mastery is a full-day workshop held in conjunction with Kevin Cahalane from Membership Growth. Kevin outlined strategies for membership recruitment and retention. I discussed need for cohesive marketing messages and use of social media to engage members.

As a workshop there was opportunity for discussion, with participants expressing interest in creating cohesive marketing campaigns and emerging social media tools.Through the workshop I covered how social media tools, such as Facebook and Twitter can be integrated with a website to provide a base level of communications.

It is important to consider the role of an organisation’s website and how it can be positioned to deliver key marketing messages. A website will often be the first destination for prospective members and it is important that the key marketing messages resonate with the target demographic.

A member will often need to receive a message multiple times before they respond, it is important to use a combination of marketing tools that will reach the target demographic.

There were several questions around the formation of media releases with media engagement often being a useful tool to increase the reach of an organisation. Media releases can often be useful in generating media coverage but should appeal to the media outlets that are being targeted. For example, local media will often require a local news angle to make it relevant to its readership.

Like the media, targeted marketing messages are critical to reaching prospective members and to encourage them to act.  Messages should have a clear call to action, such as becoming a member.

Membership Mastery provided significant insight into marketing, recruitment and retention for membership based organisations. A second workshop will be held in Sydney on the 7th of August.

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Rotary Club of Ringwood

Rotary eClub of Greater Melbourne Membership Committee

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The Rotary eClub of Greater Melbourne was formed by Rotary District 9810 with the aim of providing new meeting options for Rotarians and to diversify the membership base.  The Rotary eClub of Greater Melbourne is the first eClub within Victoria and the website was developed by Syneka Marketing.

I have been nominated as the Chair of the Membership Committee, responsible for membership recruitment and retention, as well as the overall marketing of the eClub.  As a Rotarian and Managing Director of Syneka Marketing, I have offered to lead the creation of a marketing strategy for the eClub.

Tonight marked the first meeting of the Membership Committee, which will meet via teleconference on a monthly basis.  The committee is being utilised to workshop the marketing plan and to identify potential membership opportunities.

Already we have identified the following target markets for the eClub:

  • Former Rotarians
  • Generation ‘X’ & ‘Y’
  • Business Professionals
  • Rotaract
  • Rotary Alumni
  • Former Melbourne residents located overseas or interstate

Subsequent meetings will determine the key messages to reach each target market, as well as suitable communication tools.

Rotary as a service Club, is uniquely positioned to enable members to utilise their professional skills.  As a marketing professional I’m looking to utilising my marketing knowledge to assist the eClub in the development of its marketing plan and membership strategies.

Introducing Kevin Cahalane – Membership Strategies with Social Media

By Advice, Advice for Not-for-profit Organisations and Charities 5 Comments
Kevin Cahalane

Kevin Cahalane

Kevin is a membership recruitment specialist who will be sharing his expertise with Syneka Marketing and our clients. Kevin has worked with some of Australia’s top Associations, Clubs and other non-profit Organisations including CPA Australia, Financial Planning Association of Australia, Kindergarten Parents Victoria, Deakin University and Zoo’s Victoria.

Kevin will be sharing his insights through blog posts at Syneka Snippets.

Kevin’s first Syneka Snippets Blog Post is a recent interview with Alex on using social media effectively in not-for-profit organisations:

Kevin Cahalane
You are heavily involved in developing social media for not-for-profit organisations … what are some of the key requirements for a nfp to develop a social media strategy?

Alex Makin

A not-for-profit organisation, like any organisation, needs to know what they are seeking to achieve from social media. Social media is a communications tool to achieve your marketing objectives. Your messages and brand need to be consistent across all forms of marketing.

Kevin Cahalane
Put up a Facebook page … and you’re on your way, right?

Alex Makin

While it may sound this simple, there is to more to social media than simply putting up a Facebook Page or creating a Twitter account.

Firstly, social media, like a website, is only effective if it regularly updated. The best way to achieve this is to integrate social media with your website. Updated website content should be posted automatically to Facebook, Twitter, LinkedIn, email subscribers and other social media tools.

This approach ensures that you have consistent communication across your online marketing tools. Your goal should be to ensure that someone who connects with your organisation is able to receive the same content, regardless of whether they visit your website, Like your Facebook page, or follow you on Twitter.

Also, do not neglect email subscribers, email is still a very effective form of sharing content and should be utilised along with social media to ensure that you engage with your community.

Kevin Cahalane
What are some of the issues and pitfalls they face?

Alex Makin

You need to make sure that your social media presence is continually updated and maintained. An empty Facebook page or a lack of Tweets will deter people from connecting with your organisation.

Your website should be continually updated, add regular articles, such as content from your newsletters and media releases to demonstrate that you are an active organisation. The branding and identity of your organisation needs to be consistent across all forms of marketing including social media and your website.

Social media and the Internet is essentially a marketing and community engagement and exercise. If you do not engage your online community then you will not be effective in harnessing social media.

This does not need to be time consuming. If you integrate social media with your website then you only need to write content once and it will be replicated automatically through Facebook, Twitter and other tools.

Consider the information you currently develop, such as brochures, newsletters and factsheets and use this information for your website and social media.

Kevin Cahalane
If an organisation does not currently have a social media strategy, what are their first 2 – 3 steps?

Alex Makin

  1. Make sure your brand and messages are consistent across all your marketing materials. You should be able to easily add and maintain your own website. If you cannot do this, then it is time to consider a redesign with a content management system. This will enable you to maintain and add content to your website, as easily as typing a document on a letterhead.
  2. Create a Facebook page, Twitter profile and other social media tools. Make sure you know who is authorised to speak on behalf of your organisation.
  3. Integrate social media with your website and engage your online community. Make sure you regularly add content and promote your social media presence in your newsletter, website and other forms of marketing.
Kevin Cahalane
What do you find are some of the biggest obstacles to successful social media implementation?

Alex Makin

Organisations need to remember that social media is a marketing activity and its use needs to be effectively planned and developed.

An ad-hoc approach with irregular updates is not going to be effective.

Integration is the key to social media success so that you write content once and replicate it across your networks. This saves time and ensures ongoing engagement with your online community.

Kevin Cahalane
Any other advice for those starting out or those who have some social media (eg a Facebook page) plans in place, but are struggling?

Alex Makin

Remember that social media is widely utilised across all demographics. Facebook and Twitter are no longer just used by younger people. In fact, the fastest growing Facebook demographic are people over 55 years old.

Also, do not neglect LinkedIn as it can be a very useful tool to strengthen and build connections between your organisation and other like minded organisations.

If you are struggling then it is time to consider what goals you have for social media and develop a strategy to work towards these outcomes. Social media should complement your marketing activities.

The Rotary Club of Ringwood website has been designed to highlight upcoming events and projects

Rotary Club of Ringwood – 2011 Annual General Meeting

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, News No Comments

The Rotary Club of Ringwood, like other incorporated associations, needs to hold an Annual General Meeting to adopt committee positions and to provide an update on financial information and the annual report.

The Rotary Club of Ringwood website has been designed to highlight upcoming events and projects

The Rotary Club of Ringwood website has been designed to highlight upcoming events and projects

The annual general meeting was following by a board meeting of members to provide updates on the many activities undertaken by the Club. Rotary clubs have various subcommittees, which work on specific activities, such as the local community, international projects, membership, marketing, vocations and youth initiatives.

The board meetings provide an opportunity for members to receive updates on the projects and ideas considered by each of the subcommittees. This evening I discussed the membership recruitment strategies, including the new brochure and website revisions.

Corporate Membership provides new opportunities for the Club as well as the wider community. Corporate members, like individuals, will have full access to Rotary programs This includes professional development, providing opportunities to develop and learn new skills and experience through assisting with activities within the Club.

Corporate Membership will be officially launched in early 2012 and will be available to businesses and not-for-profit associations.