Increasing revenue and attracting new members is a top priority* but are you ready for the latest generation as they hit the job market? It is estimated that they will make up 20% of the US work force by next year**
The millennial generation has been the focus due to the big shift in approach and changing needs. But we have not been thinking about what comes next, and when we say ‘next’ we mean now as they start to enter the work force (born after 1995). Born during the 4th Industrial Revolution with rapid technology evolution and multi-channel communication as the norm – they are digital natives in the truest sense.
Attracting and nurturing new members is critical and something you have to plan for carefully, but this must be balanced with understanding existing members, this is critical for the continued revenue growth.
Segmenting your membership will allow you to target everyone with the most relevant messages and content for them. Creating categories relevant to your organisation can be beneficial. For example, we have helped clients look at their members in 3 groups, thus increasing the satisfaction level within each group, through a better understanding of their engagement.
- Skimmers – Shallow users of their membership but happy to pay fees both for education and accreditation. Very low maintenance for the organisation.
- Dippers – People that dip into activities, they require a bit more hand holding but again they are not high maintenance.
- Divers – This segment demands a lot and are fully engaged in their membership.
All three groups are very important to the organisation, by creating these segments using the data collected you can provide each group with the right level of support and content – resulting in increased member satisfaction and engagement.
Nurturing new members, sits slightly outside the segmentation initially, demanding its own focus, if you are sending out annual renewal notices without other communication during the year – it’s probably too late and you may have lost them.
When a new member joins, they are the most engaged, do you have a new member process? This is your chance to provide details on your products/service, relevant promotions, USPs, engage them and monitor their interaction carefully to be sure they are placed in the most relevant segment.
You will lose a few along the way for one reason or another, but if they have felt engaged, they may be an advocate. Understand why they’ve left and thank them for their contribution. You never know … they may come back, OR even refer new members in. Word of mouth marketing is better than any type, especially targeting the next gen of members.
We have written a number of articles that maybe of interest on your digital journey. Never be afraid to ask, we are always happy to offer unbiased advice and recommendations.
Chrysalis Digital provides a digital transformation service designed to help build a more agile, efficient and innovative organisation. With its broad cross sector experience Chrysalis has helped many organisations map their digital path and through careful planning and assessment, choose the right technology partners. Chrysalis Digital is 100% agnostic when recommending CMS and CRM suppliers to its clients.
If you need any help with the next steps in your journey please call Ben Sturt on 07469 768990 or email firstname.lastname@example.org