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Your messaging needs a day stopper, something so powerful it makes your audience stop what they’re doing, pay attention, and take action. The tired old refrain of “networking, education, and certification” just doesn’t pack enough punch in today’s busy world. A better strategy is to focus on business benefits.

Business Language is Better

Sure, people love your cause, your community, and the way you change lives for the better. But things like profit, strategy, M&A, growth, expansion, and competitive advantage are what keep them up at night—especially in a tough economy. If your marketing messages are missing this concrete business language, chances are you’re missing out on members, event attendees, and…well…revenues. See what we did there?

How to Develop Business Messaging

Use this questionnaire to evaluate your association’s resources and position them in terms of business benefits to your audience. The answers to these questions should show that your association is invaluable to the success of your members’ businesses. Ideally, they should also show just how much of a return on investment your members and event attendees get from engaging with your organization.

For each question, list specific resources, tools, services, and events that propel your audience toward growth and financial well-being. Do NOT list networking, education, or certification.

  1. How does your association alleviate economic challenges for your members?
  2. How do you save members from making costly mistakes?
  3. How do you help members increase market share?
  4. How do you help members grow and expand?
  5. How might your organization help members reverse a decline in revenue?
  6. List your top 3 most valuable resources. Then explain how each of these helps members drive profits.

The Things That Matter

An important takeaway is that people will always make time for things that matter. And quite often, money matters. Beyond that, you also need a human element to get attention and engage your base. Company leaders want their businesses to be successful. This is their baby and they will go above and beyond to see it thrive. Potential day stoppers you can use to tap into the human side of business include security, passion, ambition, status, prestige, pride, fear, anger, and many more. Here are a few emotionally compelling examples with a human element:

Security: Be confident you won’t have to lay off staff.

Passion: Do more good, change more lives.

Ambition: Be seen as the leader in your industry.

Anger: Legislators are making it harder for you to do business.

The Killer Combo

Any association can advertise networking, education, and certification. But if you want to gain a competitive advantage, attract more members, and boost revenues—all in support of your mission and cause—you’ll need a killer combination: business benefits plus compelling emotional appeals.

Rottman Creative can help you find and leverage your day stoppers to engage more members and prospects.

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5 Steps to Easier Membership Renewals

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Your Association and AI: The Story You Need to Be Ready For

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5 Steps to Easier Membership Renewals
It’s time to get fired up about membership renewals!

Easier membership renewals happen when members see your association as more than a line item that can easily be cut from the budget.

Sure, you’re up against some challenges—people are busy, money is tight, and uncertainty hangs around every corner. But you’ve also got a lot going for you—people want to connect, they’re looking for solutions to their challenges, and they see your organization as the heart and homebase of their community.

This renewal season, focus on nurturing relationships, delivering value, and communicating that value to hit your numbers and minimize lapses.

Convince the Check Writer

Often, the people using your resources and attending your events aren’t the people paying your membership dues. The check writer doesn’t experience your value firsthand. This could spell trouble in a tough economy when that same check writer is looking to make budget cuts. Do you have a way of definitively showing the value of your association to someone who deals only in facts and figures?

One way to show value is to set up member engagement tracking. This will track where members spend time on your website, how many questions they ask in your forums, which events they attend, and more. It will also give you the ability to generate a report for each member to show them exactly what they got for the membership dues in the past year.

If you suspect your members aren’t taking full advantage of your association and the report will show a lack of engagement, start there. What can you do to entice people to lean in?

Speak to Trends and Pain Points

The best way to fuel member engagement and improve that report is to make sure your editorial calendar mirrors current industry trends and pain points. In short: Stay relevant.

You might think you’re already doing this, but are you really? What are you doing to look ahead? To innovate? Can you honestly say your members should renew every year because you have new, different, and amazing offerings they can’t afford to miss out on?

Relationships vs. Transactions

Once your content is on point, consider your relationship vs. transactional messages. How often are you asking your members to do something (e.g., pay dues, attend an event) compared to sharing valuable resources with no strings attached? In addition to the message itself, you’ll need to optimize how you package and deliver it so members see it and react.

Maintain Momentum

Don’t wait until September to start showing value. You must nurture relationships starting with onboarding and continuing all year long. New members are often enthusiastic initially but need a reason to maintain momentum. Think about the last subscription you paid for—maybe a gym membership or video streaming service. At first you’re thrilled and eager, but it’s all too easy to lose interest or forget about it entirely. If your members don’t see your value, they decide not to renew long before you reach out to them in the fall.

5 Proven Steps to Fuel Renewals

Once you have a solid strategy, it’s time for action. Here are five tried-and-true ways to get attention and move people to renew.

1. Segment: Divide your audience into distinct groups based on shared characteristics or behaviors. For example, large and small enterprises. Why? Because a one-size-fits-all message is the quickest route to the spam folder.

Purpose: To tailor your messages and offers to the specific needs and interests of each group.

  • Analytics: Use detailed analytics to understand member demographics, engagement history, and preferences.
  • Customization: Create specialized content and offers for different segments. For example, in-depth industry reports for seasoned members and orientation resources for newer members.

2. Use Technology: Tech is your ally. It can help streamline, automate, and enhance every aspect of your renewal campaign.

Purpose: To increase efficiency and member engagement through advanced tools and platforms.

  • Automated Email Marketing: Set up drip campaigns that adjust messaging based on member behavior.
  • CRM Systems: Use CRM software to track member interactions and personalize communications.
  • Analytics Tools: Employ data analytics to monitor engagement rates and refine your strategies.
  • AI Personalization: Use AI to offer personalized content recommendations based on past interactions. Highlight key features dynamically to maintain member interest.

3. Humanize: People connect with people, not with faceless entities. Humanizing your campaign makes it relatable and engaging on a personal level.

Purpose: To connect with members emotionally by showcasing the human side of your organization.

  • Member Stories: Share real-life testimonials and success stories that illustrate the impact of your organization.
  • Engaging Tone: Use a warm, conversational tone rather than corporate jargon. Focus on community, not transactions.
  • Visible Faces: Highlight team members and other faces of the organization to create a personal connection.

4. Offer Unique Benefits: You must give people something really good that they need that they can’t get anywhere else. Your value proposition must be crystal clear and compelling. This is what makes members decide to renew rather than lapse.

Purpose: To communicate the unique benefits of renewing membership.

  • Articulate Benefits: Focus on key pillars like brand value, community, networking, and personal growth.
  • Exclusive Perks: Offer exclusive access to events, valuable resources, and special discounts.
  • Clear Communication: Make sure members know exactly what they’re getting by renewing.

5. Remove Barriers: Even the most compelling offer won’t work if you don’t address the obstacles standing in the way of renewal.

Purpose: To identify and mitigate potential reasons for non-renewal.

  • Feedback Loop: Conduct surveys to identify common barriers like cost, time constraints, or perceived lack of value.
  • Address Concerns: Proactively solve these issues by offering flexible payment plans, showcasing clear value through success stories and benefits, and providing easy access to customer support.
  • Flexible Options: Provide a range of membership options to cater to different needs.

Renewals don’t have to be a struggle or a year-end scramble. Keep the focus on relationships and measurable value all year long. Use proven strategies and tactics to get more from what you’re already doing. You’ll will better serve and delight your members while also pleasing the check writer who ultimately makes renewals happen.

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Your Association and AI: The Story You Need to Be Ready For

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You’re Sending Too Many Transactional Emails

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More people quit their jobs in 2021 than in any year since 2001. While it leveled off a bit in 2022, the trend isn’t over. Some call it The Great Resignation. Others prefer The Great Reshuffle

You can call it whatever you want. But one thing is clear: It’s likely degraded the quality of your database

Those emails your association is sending? A huge percentage are going into a void, because so many of your brightest prospects have simply moved on. Prospect lists that may have been in peak condition in early 2020 are now antiquated, an artifact of data decay.

Oh, you say, but email forwards! Sure, emails get forwarded. Sometimes. Do you want to hinge your event on it?

How Bad is the Database Decay Problem for Associations?

Prospect databases naturally decay each year from your run-of-the-mill turnover. But the past three years have been anything but run-of-the-mill. We’ve seen estimates as high as 70% for B2B database decay rates. 

Meeting planners know it’s happening. But associations? Too many haven’t opened their eyes. You know that you’re not getting the response rate you want, but you’ve chalked it up to Covid-19. And it IS related to that. But it’s related to a facet that we’re only now beginning to understand.

Some telltale signs that you have a prospect database problem:

  • You’re not getting the response you used to for offerings like webinars.
  • Your open rate has plummeted.
  • The only real engagement you’re getting is from members.

How to Stop Emailing Fake People and Reach New Prospects

First, you have to clean your data. Your software can help you do this. 

That’s actually the easy part.

The harder part is figuring out how to engage a fresh crop of prospects. It can feel like starting over. And while that sounds daunting, it’s an opportunity.

Taking a fresh approach is how we helped a large global legal association increase their prospects by 56% between 2021 and 2022—while cutting the cost-per-prospect by nearly a third. 

It’s also how we helped a large staffing association get their most conference attendees ever in 2022.

As you build your new database, we have a few tips for reaching and converting these new prospects.

  • Switch from content marketing to people marketing: If traditional content marketing is about volume, people marketing is about thinking like a prospect. You market to others how you want to be marketed to, and you avoid the things that annoy people. (Learn more about what it means to switch to people marketing.)
  • Do a content audit: With your people marketing frame of mind, look at the content you currently have, and ask yourself if it’s any good. By good, we mean does it tell a story? Does it inspire trust? Does it identify your value prospect at a glance? Ask yourself if the piece of content would be worth your time, and if not, toss it from the lead gen pile. (Learn more about the danger of wasting your prospect’s time.)
  • Refresh and repackage the content worth keeping: Can you create a webinar from an article that performed well on social? Build a resiliency toolkit from a series of blog posts? Develop a series of success stories from testimonials? Put together a preview of your event so that prospects understand what it’s like to actually be there?

Don’t Use That Outdated Campaign Strategy on Your New Database

There’s an old saying among gardeners: Don’t dig a fifty-cent hole for a $5 plant. In other words, don’t bother putting your expensive plant in cheap, nutrient-lacking soil. 

Likewise, a fresh, clean database won’t do you any good if you put it in poor soil. It’s worth investing to make sure you are getting the most from that prospect list. 

You need a branded, fully-automated, data-driven campaign. We’re talking about an intelligent, go-to-market plan that’s integrated across all touchpoints. In other words, a campaign that meets your prospects where they are, and responds to what they do. 

Not sure what one of these plans looks like? Contact us and we’d be happy to show you.

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Small Companies
If you’re like most associations, your member recruitment strategy probably goes something like this:
  1. Work very hard to get the largest companies in your industry to join, because their dues are the highest.
  2. Work even harder to get the medium-sized companies in your industry to join, because they are your reliable base.
  3. Let the small companies just find you, because the combination of lesser dues + resources needed to serve them doesn’t always feel worth it.

We understand this approach. We also know that associations must do a delicate juggling act. You need to make your payroll to stay viable, but you’re also nonprofit, charged with representing the industry.

In other words, you’re supposed to be doing it all, but your staff lacks the time and resources. So, you adopt a triage mentality, and focus your efforts on what seems like it will produce the greatest rewards.

But what if we told you there was an easily available opportunity that didn’t make your life harder and wouldn’t add more work? One that would allow you to better represent your industry AND grab a boatload of dues-paying members?

The answer is behind door number three, where the small companies are hanging out.

We’re going to show you exactly WHY you should grab them and HOW to make it worth your while.

Why Your Association Should Actively Recruit Smalls

One of our clients is a large association in the human resources industry, with about 36,000 members, and an 88% retention rate. After some discussions about their membership goals, we helped them create a campaign that would specifically target smaller businesses in the industry.

They got more than 50 new members in a matter of two months.

Here’s what the Senior Vice President and Chief Membership Officer of the association told us the other day during our weekly check-in.

“Right now, we have so many applications coming in from new members that we can’t even process them all. And we are on course to set an all-time revenue high.”

There are so many things that are great about this. First, they have an influx of new people. New people bring new blood and new opportunities. Because the CEO of that $4 million company you just recruited might be the decision maker at a $25 million company in a few years.

You never know the energy and possibility that can come with ANY new member—and that includes one that is 10 times smaller than the largest organization on your roster.

Plus, when you have a rich blend of large, medium, AND small organizations in the mix, you’re much better able to uphold your mission of representing ALL voices in the industry.

And then there’s the most obvious thing: Smaller organizations are low-hanging fruit. No-brainer revenue. The benefits of belonging to your association far outweigh the dues for most of these smalls. You just need to take the time to articulate the right message to them.

How to Handle Smalls? Automate!

We know what you’re thinking: This all sounds good, but it takes effort to recruit smalls. And if we don’t put in the effort to retain them, they’ll leave after the first year and blow our retention rate.

We hear you, and you’re right. That is a challenge. Fortunately, there’s a great answer: Automation!

You know how we helped our HR industry association client get those 50 new members? We ran multiple digital campaigns for them throughout the year. That’s it. No heavy lifting required.

We helped them craft a targeted message. It required a modest initial investment, and then it ran itself—and it continues to run itself.

That same automation can work for onboarding and retention workflow. You probably can’t afford to hire a member representative who is solely dedicated to the smalls. But you can use modern technology to streamline the process.

Targeting small organizations allows you to grow your association, thoroughly represent the industry, and plant seeds for future growth.

We understand the challenges. But we truly believe this is one of the least-accessed, BEST opportunities right now for associations.

We’d be happy to bounce ideas around with you, and help you envision what a targeted campaign to the smalls would look like.

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Recession or Not, Your Association Must Do These 7 Things Now

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Recession is an economic concept, but it’s so much a part of the popular imagination that it’s also become a behavioral one. Even the word “recession” gives people a fright.

The experts may be debating whether we are officially in a recession, but people are already thinking differently about their money and how to spend it.

This applies to associations as much as it applies to consumer spending. Because the same people who buy consumer goods also make decisions about whether to renew their company’s membership, send employees to events, and invest in training or other professional development tools.

Whether your answer to the recession question is yes, no, or maybe so doesn’t actually matter. What matters is that your association is ready to respond to people’s behavior over the coming year.

We have 7 ideas for how you can adjust and prepare for another tumultuous season.

1. Find your sense of urgency.

Many associations don’t spend time thinking seriously about the fall . . . until the fall. Yes, summer is busy, and kids are most likely not even back to school yet. We know August can be a hot and lazy month. But what if you DID start now, instead of waiting until the fall? Get out ahead of a potential economic downturn by planning your entire marketing strategy around it, instead of waiting to see what happens.

2. Use data to flag your risks.

What story is your data telling you? Are you letting it guide your efforts? For example, people often sign up for membership just to get a discount for the annual conference. But then they don’t use any of the other membership benefits. So when the budget tightens, whether because of a real or perceived economic decline, what do you think is the first to go? That membership they barely used. Identify these members at risk of dropping off, flag them in your list, and market to them specifically.

3. Prepare to compete with an election for attention.

Between now and November 8, people will be inundated with nonstop messages from political campaigns. Emails, social media posts, videos, ads, texts, phone calls: Every channel will be jammed with political messaging. How will your messages stand out? You’ll never beat politics when it comes to sheer number of communications. How will you reach prospects and members in a meaningful way?

4. Think like a prospect.

We preach this in just about every newsletter. You need to think like a prospect. The marketing techniques that drive you crazy as a consumer? Don’t do those things in your own marketing! The endless email drip campaigns. The hard sell. The blanket messages that aren’t targeted to your behavior. You can’t stand these things, and neither can prospects!

5. Figure out how to offer a “sample” of your event.

We’ve been trained by retail and entertainment giants that anything worth our time comes with a preview, whether it’s a movie trailer, book or music sample, or list of reviews. Everything worth something now offers a meaningful window into the experience or a way to test before buying. Associations must begin offering the equivalent of the movie trailer. Otherwise, prospects fear you are wasting their time.

6. Keep communication jargon-free.

Lofty language that uses a lot of words winds up saying very little. Too many associations forego clarity in their quest to sound credible and worthy. But all those staid, insider phrases just come off like clutter. Instead, write like a human, talking to humans. Use clear, short, actionable sentences. Always check your reading level, and aim for no higher than Grade 8 (Flesch-Kincaid rates this newsletter as Grade 7, in case you’re wondering).

7. Train your resilience.

Resiliency is an interesting thing. It’s a mighty force that carries people and organizations through the ups and downs. But it’s not a given. You must cultivate it. What are you building right now that will last? What are you doing right now that will enable you to bounce back when the rebound happens? If someone asked you what makes your association resilient, would you be able to answer?

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Do You Know Your Prospects’ Biggest Fear? It’s Not What You Think.

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Content Marketing Must Die. And Be Reborn as People Marketing.

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There’s a new fear in town. To be clear, our lives are already full of fear, thanks to two tumultuous years and a lingering feeling that the shoe is about to drop. But the generalized fear that comes with being a person these days isn’t actually what we’re talking about.

We’re talking about what your members and prospects are truly scared of when they see your marketing email, early bird offer, or social media post.

They’re afraid that you’re wasting their time. Squandering their attention. Making promises you can’t keep.

If we’ve learned anything the past few years, it’s that we don’t have to allow people trifling with our time. Plundering our calendars. Taking our attention for granted. We don’t have to put up with awkward social interactions or obligatory events. We barely even have to leave our homes and offices.

All we have to do is sit, click, and Zoom. And even then, we can probably multi-task and knock something else off our to-do list.

How Did Time Get to Be Like This?

Think about it: Do you even answer phone calls from numbers or names you don’t recognize?
Our outlook has become, “If I don’t know you or have a reason to trust you, I assume you are wasting my time.”

What has happened to cause the erosion of trust, and the fear that others are wasting our time?

The simple answer is that we’re now conditioned to regard business-related events that require real-life interaction with suspicion. Or if not suspicion, second-guessing.

This is because we have learned to accomplish so many tasks virtually. Plus, we’re busy. There’s normal busy, and then there’s, “You need to do the job of three people” busy. Many people are stuck in the latter. Time away from the office is a luxury they can’t afford.

There is a more complex answer, too. And it’s that technology, media, and retail have trained us that anything worth our time (or money) comes with a preview, a list of reviews, or a “cancel at any time” option.

Want to start watching a new series on Netflix or Hulu? Watch a preview before you commit to even 30 minutes! Want to listen to an audiobook? Listen to a 4-minute sample first, to make sure the narrator’s voice doesn’t annoy you! Want to order a new air fryer, pair of pajamas, or phone case? Read reviews so you don’t set yourself up for disappointment!

Everything worth something now offers a meaningful window into the experience or a way to test it out. Everything, that is, except the products that most associations market.

How to Combat the Fear of Wasted Time

A decade ago, or perhaps even a few years ago, your organization could count on the benefit of the doubt.

Now you have to hustle in the marketplace, competing with, well . . . just about everyone and everything.

That means you’ve got to figure out how to tell the story of your event in a way that allows prospects to get a meaningful glimpse. In other words, you need to think about how to offer the equivalent of reading the book sample or watching the movie trailer.

Posting an agenda online doesn’t count. A couple of testimonials won’t cut it either. The same-old highlights reel isn’t enough.

How will you reach a jaded, exhausted, and skeptical population? How will you connect? How will you build trust, so that prospects know you value their time enough to offer them the same kind of ability to sample the experience?

We’ve seen the marketing that most associations are currently putting into the world, and we can tell you: 99% of it is missing this element.

How will you be different? How will you provide that missing piece?

Rottman Creative can help with your marketing. You just have to trust us.

We get stellar results for associations who are willing to think and behave differently. Give us a call and let’s start a project together now!

Sign up to be inspired . . . . Or not.

See what we did there? We assumed the benefit of the doubt. It’s annoying, right? Why would you trust us? You don’t even know us.

But if you’d like to get to know us, check out this free eBook New Tech Won’t Save Your Crappy Marketing.

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