Professional Association Messaging

Professional Associations: Strengthening Your Message to Achieve Better Results

Professional associations live in a complex B-to-B sales environment. Members and prospects are often from organizations with many different stakeholders facing a variety of needs and concerns.

Since many professional associations are not effectively managing this complex environment, memberships and revenues are declining across the country. Associations tell us:

  • “Our membership growth has stalled.”
  • “We are experiencing issues with member retention.”
  • “Our communication materials fail to break through and create involvement.”
  • “We need a better way to cost-effectively market our programs and services.”
  • “Our programs and services are not being noticed, understood, nor used.”

Sound familiar? The solution may not be as complicated as you think. Using a simple 4-tiered approach, your professional association can gain insight into powerful data that likely already exists. By mining this data and translating the results, your professional association will have the roadmap needed to grow.

TRANSLATE We translate market analytics into powerful insights for improved targeting, stronger differentiation, and deeper understanding of market opportunities.

MOTIVATE We develop relevant, impactful, action-inspiring creative based on our deep and nuanced understanding of each target—matching the right message to the right market.

ACCELERATE We generate more prospects, closes, and revenue faster by leveraging a wider range of marketing tactics—tapping and improving each one to multiply your overall success.

CULTIVATE: Leveraging every aspect of the customer database to capitalize on powerful database behavior, cross-selling, upselling, and maintaining customer loyalty.

As a result you can retain more members, find new prospects like your best current members, and increase share of wallet and revenue through your most profitable asset—existing loyal members.

Working with a brand expert who understands the challenges membership organizations face is critical. Developing a program that will create true value and content, inspire current members to stay, attract new members to join and drive future growth are all key when evaluating your marketing needs.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Professional Associations and Membership Databases

Professional Associations: Tapping the hidden value in your membership database

Successful and immediately recognizable brands like Amazon and iTunes routinely analyze and harvest the data in their customer databases to increase sales performance. By doing so, they are constantly creating new opportunities to communicate and sell to an already proven and loyal group of consumers. It’s really all about understanding customer behavior and professional associations should be doing it too.

Looking at data in different ways is not unique to the retail industry – professional associations can and should do the same.

Why is this so critical to your professional association’s success?

It’s simple; the cost of acquiring new members is significantly higher than the efforts to build retention and keep your existing members. It starts with understanding customer/member behavior.

Key points to keep in mind when thinking about your association’s database:

    • Building member loyalty comes from leveraging three key database axioms: recency, frequency, and amount
    • The first step is to translate the data by profiling and segmenting based on utilization of your services and frequency of use by member type
    • Once the data is segmented, behavioral patterns will become immediately obvious and offer an opportunity for cross-promoting services
  • The results from the analysis can be leveraged to increase share of wallet, share of services and share of mind

A segment that is sometimes overlooked is members that have been lost. Having the ability to accurately pinpoint why members are not renewing and using that data to change and reengage members could be the best shot at increasing revenue and brand loyalty.

If you can track product and service utilization, there are two reports that can offer immediate feedback:

1. Cross-sell report: tracking how many services or events a member has used

2. Decile report: Dividing members into ten equal parts based on the number of services, or the amount spent with the association.

Both of these database reports show exactly who is brand loyal and who is about to walk out the door.

BeaconFey Marketing & Communications applied this decile report to a medical association client for pharmacy sales. Using this segmentation allowed concentration of marketing resources that generated 23:1 return on investment.

BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

Professional Associations and Membership Retention

Professional Associations Are Losing Members; Is Yours?

      • For many professional associations, the perceived value of membership is dwindling causing a tremendous impact to member retention and revenue. Why is this happening? According to a study by ASAE (American Society of Association Executives) (What is ASAE) and the Center for Association Leadership, of the 56% of association members who did not renew their memberships some of the top reasons were:

        • The value they expected to receive from the association was not delivered
        • The value they expected to receive from the association was not delivered
        • Members were dissatisfied with the association’s performance
        • Their employer stopped paying membership dues

        By not communicating the true benefits effectively, associations are damaging their organization’s brand and losing disengaged members.

        All hope is not lost - there are controllable and predictable factors that associations can anticipate and influence with their members.

        The Solution for Professional Associations

        Rather than experimenting or guessing, start with BeaconFey’s proven Association process:

        1. Identify who chooses your association and why

        When you are able to better identify the members of your association that are satisfied, you can create organic and on-line marketing methods to attract the right association member.

        2. Determine what member segments are not choosing you and why

        Is their a particular niche that you feel would be good to become part of your association, however they are not choosing to join your group? All is not lost, we just need to identify what this particular group is looking for and ensure that there is a market to message match.

        3. Show how your brand promise compares to the competition

        Its all begins with value. When you are able to show how your associations brand provide more value that they can receive elsewhere or where you can pique their curiosity to take a look, you are well on your way to increased association membership.

        Case Study:

        BeaconFey Marketing & Communications worked with an association client to identify where losses in membership were occurring. By first evaluating the potential universe of members and the size of their employers, we were able to pinpoint the client’s ideal prospect: marketing professionals in firms with less than 10 employees, which made up 95% of the marketplace for this particular industry and client.

        Upon a thorough review of the client’s database, we determined only 8% of their membership base met the criteria of their largest potential market universe. Lack of insight into valuable membership data meant this client wasted precious marketing dollars and resources on areas that were not beneficial to the financial health of their association and their brand value.

        Working with a brand expert who understands the challenges membership organizations face is critical. Developing a program that will create true value and content, inspire current members to stay, attract new members to join and drive future growth are all key when evaluating your marketing needs.

        BeaconFey Marketing & Communications has more than 30 years of experience in translating complex data into actionable marketing programs that create true value and content, inspire current members to stay, attract new members and drive future growth for professional associations. Our award-winning team is skilled in a variety of disciplines to ensure your marketing dollars are well spent and your message reaches the right audience at the right time.

        BeaconFey wants to know what you think. Please visit any of our social media sites and leave a comment to let us know what you are experiencing or just let us know your thoughts.

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