prospective members 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.

Becoming a Membership Master

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

Membership Mastery for Professionals, is a workshop organised in partnership between Membership Growth and Syneka Marketing. Natalia and I, joined Kevin Cahalane from Membership Growth, to deliver the full-day workshop.

Membership Mastery for Professionals, guides participants through marketing principles, to develop strategies that improve the retention and recruitment of members. The session includes a workbook, enabling attendees to identify their key objectives, as well as articulate the value that their organisation can offer members.

Alex discussing marketing strategies for not-for-profit organisations

Alex discussing marketing strategies for not-for-profit organisations

Identifying your organisation’s value proposition is required to develop key messages that appeal to prospective members. These key messages need to be consistent across all forms of communication

Furthermore, it is important to use the right communication tools to reach prospective and current members. A combination of approaches will often be required to encourage results, hence each communication method should reinforce the call to action and key messages.

An organisation needs to not only recruit members, but also retain them to ensure ongoing growth. First year members are often at the highest risk of non-renewals, followed by those in their second year. Specific processes should be developed to foster connections with these members, such as highlighting upcoming events and other initiatives. The workshop outlined a number of actions that organisations should develop to foster these connections and to encourage ongoing renewals.

Today’s workshop also included a new session on creative design and copywriting for not-for-profit organisations. Natalia guided participants on the marketing and communications tools that are available, as well as the design and textual elements that should be considered.

Organisations are increasingly introducing memberships to establish ongoing support and to create independent sources of income. Fostering a strong and active membership, requires strategies and actions that deliver value and foster ongoing engagement.

Natalia discussing creative design and copywriting for not-for-profit organisations

Natalia discussing creative design and copywriting for not-for-profit organisations

The Membership Growth Toolkit is the ultimate resource for successful Member Recruitment, Retention, Renewals/Reactivation and Revenue earning, designed specifically for anyone in the not-for-profit sector.

Membership Mastery Melbourne 2013 Workshop

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

Membership Mastery is a joint workshop organised by Kevin Cahalane from Membership Growth and Syneka Marketing. Kevin outlined processes for membership retention and recruitment, including the need for comprehensive database membership and customer service.

Kevin Cahalane presenting at the Membership Mastery Workshop

Kevin Cahalane presenting at the Membership Mastery Workshop

I discussed membership marketing and the need to adopt a consistent approach that is reinforced through key messages:

The recruitment and retention of members should be considered an important marketing goal for any membership based organisation. Membership provides an independent revenue stream and opportunities for ongoing growth.

A marketing plan should articulate the strengths of your organisation and the key messages that will appeal to potential members. An organisation’s strengths provides a competitive advantage and should be adapted as tangible membership benefits.

Every organisation competitors, whether through competing causes or other alternatives to the expense or time required for membership. Understanding tangible benefits creates a value proposition to prospective members.

The value proposition should be articulated as key messages that are reflected across all communication tools. Prospective and current members need consistent messages to reinforce the value of their membership. The importance of membership should be conveyed to existing members to encourage renewals. Prospective members should be encouraged to realise the value and benefits they would receive from membership.

Alex Makin discussing marketing and membership at the Membership Mastery 2013 Workshop

Alex Makin discussing marketing and membership at the Membership Mastery 2013 Workshop

Websites provide the potential for a comprehensive and instantaneous membership resource, but need to be updated to demonstrate their importance. If access to a membership section is considered a benefit, then it needs to include ongoing value added content.

Websites are often the first point of entry for prospective members and someone will question whether the organisation still exists if there is only outdated content. Similarly, social media needs to be maintained to foster online communities. Content can be integrated between and a website and social media, providing a base level of communications and freeing up time to engage communities.

Social media can be an effective tool in membership engagement, but there is a need for policies and clear guidelines. Social media guidelines should be published on your website and in areas such as the about section on Facebook to ensure that members are clear on acceptable usage.

You should designate spokespeople who make official announcements, but board members, staff, members and volunteers should be encouraged to interact and respond to conversations. The authorised spokespeople should be empowered to manage difficult situations and encourage offline discussions to manage negativity.

Online engagement enables the ability to strengthen membership retention. Stronger levels of engagement increases the likelihood of word of mouth recommendations and extend the organisation’s reach.

Ongoing communication with consistent messages will reinforce the organisation’s value proposition and the ability to appeal to current and prospective members.

Rotary Club of Ringwood

Presentation to the Rotary Club of Dingley Village

By Advice for Not-for-profit Organisations and Charities, Presentations, Resources 3 Comments

This evening I was invited to the Rotary Club of Dingley Village to discuss marketing strategies and communication tools to assist in the promotion of the Club and its activities.

The Rotary Club of Dingley Village is one of 49 clubs within District 9810, covering Melbourne’s eastern and southeastern suburbs.  Rotary is increasingly looking at new ways to reach prospective members and to promote club activities.

The presentation discussed the need for a consistent marketing strategy, so Club’s can identify key messages that can be used to promote activities and involvement within Rotary. One of the key strengths of individual Rotary Clubs is their local knowledge in being able to work within their communities to identify projects.  Clubs need to build on this strength, while communicating key messages that are specific to their target markets.

Rotary Clubs need to embrace a variety of communications tools to assist in promoting these messages.  The Internet, incorporating websites and social media provides additional opportunities to reach and engage the identified target markets.

Consistency is critical to delivering positive marketing results.  There is a need to deliver cohesive branding and messages across all communication tools.  Website content and social media tools can be integrated to assist in providing consistency and to save time in replicating messages.

Syneka Marketing has worked with Clubs throughout District 9810 to develop effective online marketing strategies, including a consistent website template and social media presence.

Read More

Rotary Club of Ringwood

Discussing Marketing Strategies with the Rotary Club of Fern Tree Gully

By Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Presentations, Resources No Comments
Alex speaking to the Rotary Club of Fern Tree Gully

Alex speaking to the Rotary Club of Fern Tree Gully

The Rotary Club of Fern Tree Gully is one of the 48 Clubs located in District 9810 and meets on Monday evenings.  This evening I was invited to speak to members of the Club to discuss marketing and membership strategies.

It was great to see a member being inducted during the evening, which provided a great introduction into my session on marketing strategies and membership development.

The Rotary Club of Fern Tree Gully website utilises the District 9810 theme, with their website incorporating the ability to automatically dispatch the club bulletin to members. This approach will enable the Club to easily incorporate social media, such as Facebook to provide additional communication tools.

Individual Rotary Clubs provide local opportunities for service as part of the broader Rotary International.  At a Club level members need to identify the key strengths they bring to Rotary and how this can be utilised to develop key marketing messages.

For example, the Rotary Club of Ringwood used the key Rotary themes of Community Service, Professional Development and Networking to develop a corporate membership program.  This approach enabled the Club to introduce sessions that included topics relevant to the business community.

Clubs need to consider the types of members they wish to attract into Rotary and the messages that are likely to resonate with the identified target markets.  Once the messages have been identified, consideration can be made into the communication tools that should be utilised to reach the prospective members.

Individual members should be equipped with an understanding of the key messages to ensure word of mouth referrals. Statistics for community participation clearly show the prevalence of word of mouth referrals when encouraging people to participate in volunteering. Rotary Clubs are similar and networks are often useful to demonstrate the benefits of Rotary and its service to local and global communities.

Read More

Alex as a charter member of the Rotary eClub fo Greater Melbourne

Rotary eClub of Greater Melbourne Charter Event

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

The Rotary eClub of Greater Melbourne provides an opportunity to diversify the membership of Rotary by providing flexible meeting arrangements. The eClub’s Charter Event was held this afternoon which officially launched the first Rotary eClub in Victoria.

Traditional Rotary Clubs meet on a weekly basis and the eClub utilises forums and online chats to replicate a meeting environment. The use of technology enables people to partake in Rotary, even if they are not able physically meetings due to work, travel or other commitments.

Today’s charter event was held at the Sky High Restaurant in Mt Dandenong with a view that overlooks Melbourne. The location reinforced the the notion that the eClub is not constrained by traditional locality boundaries, but instead is available for people across Melbourne and beyond.

Alex as a charter member of the Rotary eClub fo Greater Melbourne

Alex as a charter member of the Rotary eClub fo Greater Melbourne

Work is underway to identify local and international service projects and several prospective members have already expressed interest in joining Rotary’s newest club. The Rotary eClub provides a significant opportunity to introduce new members into Rotary and several target markets have already been identified through the eClub Membership Committee.

Syneka Marketing developed the website for the Rotary eClub of Greater Melbourne and is now developing a marketing plan utilising the strengths of the eClub to encourage new membership into Rotary. We look forward in working with the Rotary eClub of Greater Melbourne.