Membership Space Blog: Insights for Effective Management

Research indicates that club websites improve organizations tremendously but you’re not absolutely sure that investing in an online community will benefit your firm.  Furthermore, members haven’t even been asking for it so the response may fall short of your expectations.

Actually, creating club websites with an online community is often a great move for firms.  It will help you deal with some of the challenges you might be facing as an organization.  Especially with regard to communication and the following will reveal just how that happens.

 

Customers are increasingly becoming concerned about the support provided by an organization.  They want to know that in case of a problem with the product, they can count on you to help them out.  Live support through the phone or email is great but it isn’t always available.  Yet, an online community contains a variety of common questions and answers which are usually helpful to many customers.

As customers use the product, they might discover useful aspects about it or interesting ways of using it that you and your team have never thought about.  Then, the online community may be used to share tips with other members and support each other without having to rely on the support team of the organization.

 

Some companies solely rely on social media to connect with their clients.  But, with social media, there are a lot of security and privacy concerns that might cause members to hesitate when sharing information.  However, they feel safe to share data on the online community as only the members are able to view information posted there.

Starting an online community may not feel like an urgent need for your organization but it’s a brilliant step.  Club websites encourage a sense of belonging and help your members believe they’re part of the firm.  In return, you can provide them with exclusive access to resources through an online community so they feel important and become more loyal.

You might be using marketing automation platforms like membership management software, web tracking, and more.  But, do you actually profit from them?  You may have researched and found out that using marketing automation systems makes work easier and improves your firm.

However, if you don’t understand how these systems work, it might be difficult to tap into the benefits they offer.  This article proposes a few measures you can take to get the most out of your marketing automation tools.

 

Have you just learned about new membership management software that promises to deliver a superior experience?  Never jump right in and buy before understanding the software thoroughly.  If there is a webinar or YouTube video on how the platform works, be sure to view it.  Read as much as you can about it and also ensure that your team understands the platform before using it.

Does the provider offer training?  If so, make sure as many team members as possible get adequate training so there are still others who can do the work if one tech-savvy member resigns.  Furthermore, have a plan in place for how new members get familiarized with the system.

 

Technology keeps evolving which means a provider will continue updating or changing their features.  If you’re not aware of these changes or updates, you might end up using the system incorrectly or fail to take advantage of all the valuable functions.  For that reason, ask the provider to notify you by email when there are any changes and check their website regularly to ensure they haven’t forgotten to send you a notification.

When purchasing a marketing automation tool, the best long-term decision is for you to choose one that offers great support.  Always take that into consideration as you don’t want to get complex software only to learn later that there are no training materials and no way to contact the provider!

Engaging members who spend a majority of their time on membership websites is easy.  But, what about members who don’t have regular access to a computer, like that mechanic or doctor who’s part of your community?  How do you engage such a member?  The following tactics can make a noticeable difference for your membership.

 

Often, engaging a member who is always busy takes the right timing.  Most members tend to be free in the morning before work, over the lunch hour, and in the evening after work.  Those are the most probable times for them to log into membership websites or check their emails so sending updates around this time increases your odds of keeping them engaged.

 

According to statistics, the number of people accessing the internet through mobile devices is steadily increasing.  People without desk jobs will usually access the web using their smartphones so ensure they have a good experience once they visit your website.

Using a responsive website design is one of the best ways of making that happen.  In that regard, the website should look identical on all screen sizes, from phones to smart TV’s.  Also, a mobile application may be a good fit for your association but make sure you include useful functions.

 

A large number of members without desk jobs may prefer to use email from a mobile device since they rarely get time to visit membership websites.  For that reason, consider sending key posts to their email account and allow them to post their replies via email without having to actually visit the website.

Keep in mind that communities are different and you should experiment with various options to see what works best for your members.  Maybe the choices you make will be popular but you might need to research their schedules and modify your timing accordingly.

If you have heard about the latest Facebook scandal, you might be wondering if your members’ data on social media is safe.  According to reports, personal information of over 87 million Facebook users was collected and used without their consent.  So, how much risk does your members’ information face on social channels and what other options are available?

 

With a casual environment and ease of use, Facebook and other social networks make it convenient for organizations to communicate with their members.  Often, members can discuss various issues with each other and even answer each other’s questions.  The only issue is that storing data on third-party platforms leaves you without full control over it, thereby making it vulnerable.

Although many people believe the data they place on there is theirs, the reality is that a social media site is free to use data as it pleases.  In most cases, they use it for personalization and optimization of how an advertisement is displayed.  An even bigger threat is the fact that other people or organizations could have access to it and use it undesirably, like in the Cambridge Analytica scandal.

 

It might seem impractical to do away with Facebook as a means of connecting with members, but club websites are a safer platform for storing valuable data.  With club websites you own, the data stored there is all yours so only you and your members have access to it.

Additionally, you’re able to build trust with members as they feel more comfortable displaying their information.  They may even have the option to post anonymously which isn’t possible with social media networks.  Using club websites rather than social channels to store your members’ data is not only convenient in matters to do with privacy; it’s also a chance for your membership to grow as well.

Are you struggling with customer retention?  Perhaps you have tried personal outreach, loyalty programs, and other tactics but customers still leave.  In order to reverse this disheartening situation, try keeping your current customers engaged, satisfied, and driven to buy more by utilizing the user group.  A user group is a network of people that use the same products or services and it helps retain customers in a variety of ways.

 

An effective user group has a high level of involvement from company experts, who address frequently asked questions and upload helpful documents such as how-to videos and product specifications.  A customer can log in at any time, type their queries in the search box, and they will be more inclined to stay if they get precise answers.

Some companies also link webinars and free courses to their user group.  These are huge opportunities for customers to understand the products better and feel more comfortable using them.  When that happens, customers tend to be pleased and that directly affects retention.

 

Maybe a customer is disappointed because the product they purchased didn’t solve their problem.  If you have a user group and they post about the issue on there first, it’s highly likely they will get recommendations for another product from your brand.  Often, this solves the problem and there will be no need for them to search for alternatives from other sources.

 

Membership management software may be used in a way to determine why a customer is dissatisfied with any of your products.  That way, you know what areas should be improved upon or totally changed to increase customer retention.
The key to getting the most from user groups is to be actively involved.  Observe what is being posted in the discussions and answer any questions in a timely manner.  The best membership management software helps you manage your user group with regard to functions like acquisition, auto-replies, and more!

Nonprofit organizations and other associations have risen into some of the most innovative and efficient clubs, especially due to the way they are able to make an impact with limited resources.  One way in which they continue to be productive is by using software to automate tasks.

Nonetheless, one form of software your association might be failing to utilize optimally is volunteer management tools.  Some associations only use it for posting volunteer opportunities, approving applications, and other common tasks such as those.  But, do you know there are creative ways in which it can be used?

 

Does your association issue awards to the best performing advocate?  Why not use volunteer management tools to approve nominees?  Consider posting an opportunity for members to nominate a distinguished member for an annual award.  After reviewing the applications, the winner could be announced on membership websites or through email.

 

Rather than publishing volunteer opportunities, post advocacy opportunities so new members feel inspired to publicize the association on social channels or post positive reviews.  For instance, if a member applies for an opportunity to write a review on membership websites, ask them to send a screenshot of the review first.  Once you’re satisfied with a review, try awarding points to encourage them to keep promoting the association.

 

Naturally, most associations are already using volunteer management software in search of volunteers for the annual conference.  Aside from that, consider using the tool to look for speakers and event managers.  First, post opportunities related to this and use the software to accept applications.

In many associations, the bottom line is to be more creative with regard to using volunteer management tools.  There are a variety of ways in which you can use the tools to not only make work easier but to also spare time and finances.

Metrics such as acquisition and retention help businesses in evaluating their performance.  As an online community manager, you can use the same to gauge the impact your community has on your business.  The first step you need to take is to identify the most vital performance indicators for your business and how they contribute to building the business.

Firms have specific goals in mind when creating club websites and these goals are often similar to the vision of their business.  Perhaps you created the online community to reduce customer support costs or to bring awareness to your products.  Have you met those targets?  Aside from that, the following two comparisons will help you identify the changes that are initiated by the community.

 

Metrics are an easy way to show the business impact of your community.  All you need to do is compare your firm’s performance indicators (such as sales and customer support costs) prior to creating the community with those after the community.  For example, if you would normally gain ten new members per month but now you’re gaining fifteen; that would be a 50% increase.

 

Joining club websites is usually optional so there are some people that may stay inactive even after they join the community.  These types of customers never ask or answer questions and they never engage with the platform in any manner.  Such customers are not affected by the community and should not be counted as having an impact on the business.

Utilize these metrics to illustrate how the online community is changing business by gathering company data that shows retention, support costs, sales, and other performance indicators.  When engagement and metrics are compared, this data can be used to demonstrate to management how the business has improved since the online community was implemented.

Inadequate time is one of the biggest issues facing association professionals.  It’s not uncommon to find association staff exchanging roles in an attempt to accomplish their goals.  The same person might be in charge of planning events and using membership management software to improve the online community.

Although this leads to the staff getting actively involved in the association, it can be counter-productive.  Even if tasks are completed, there’s a strong possibility the quality may not be very good.  That’s due to the time aspect, and of course, the fact that employees might not have the expertise to accomplish all tasks.  The following services will lessen the burden while helping you save time and money.

 

One study from a reliable source has shown that over 90% of web browsers judge the trustworthiness of a website based on the design.  Rather than taking the risk of having your association website designed by inexperienced people, hire a professional web designer.  That way you can be sure your website design is responsive so visitors are more drawn to your association.

 

Take a look around and notice how many successful companies have an online community in some form.  While membership management software helps run a community effectively, it won’t be very helpful if it’s operated by individuals that lack experience.  A professional community manager will employ beta testing, content management, and strategize to boost retention and effectiveness.

 

You already know how important chapter events and annual conferences are in order to increase participation and bring in revenue.  The problem is that planning these events consume a lot of time which members may not have.  One other service you should consider is that of a professional photographer.  Remember, images and videos are significantly more engaging than content that just has plain text.  When choosing services, opt for the ones that compliment your staff and best suit your association!

According to the 2017 State of Community Management Report by Community Roundtable, the best membership websites have active participation of their top executives.  These communities draw their success from having everyone on board, from low ranking members to top managers.  Even so, most organizations don’t have their executives participate frequently in the online community.  This is a major reason why a majority of online communities fail to be effective so this post seeks to unfold possible reasons and offer solutions.

 

In most organizations, managers are normally busy but there are ways you can have them participate without consuming much of their time.  After they create a profile on the website, use it to post major announcements or blogs in order for members to take them seriously.  Another option worth considering is to sign welcome emails using your managers’ profile.

Aside from that, hold meetings from time to time where managers directly answer questions from members in a span of 30 minutes to 1 hour.  The questions may be about anything since these meetings only happen 3 or 4 times a year.  That adds up to just 3 or 4 hours per year but it could be highly effective towards increasing the participation of members on the online community.

 

Some managers fail to participate because they’re not sure what they should be doing.  Therefore, help them by creating a list of tasks they can accomplish such as answering questions and welcoming new members.  Take it a step further and show them specific questions they should answer and where to find new members.

A number of managers view membership websites as a fancy addition instead of being a vital part of the organization.  Show them the engagement rates of the online community and help them realize that high engagement leads to a higher retention of members.

With club websites, it can be a challenge to choose one technique that interprets data in a useful way and apply it to your association.  Nonprofit associations normally work with two types of data: individual and organization-wide.  That allows them to gauge the interaction of individuals while observing the performance of the association as a whole.
As a result, numerous groups within the association may miss out on performance evaluations, as well as valuable information.  This is due to the fact that aside from individuals, there are other groups in the association such as committees, professionals, and students.  What advantage does useful data give your association?

 

Useful association data gives you a better idea of the activities and performance of different groups within the organization. Not only does it help you identify the most active members but it also shows which groups are growing and which ones are diminishing.  Once you know that, allocate more time towards improving the activity of members and groups so the organization always maintains a high level of engagement.

 

The first step is to break the association down into small segments such as volunteers and trainers.  Of course, segmenting will depend on the sort of data you want to collect but most people want to assess the effectiveness of various segments.  In that case, the next step would be to collect useful data to help you determine what may have caused the loss or retention of members.

If you rely on events to raise funds, check which segments are organizing the most events and how much they collect in donations.  After choosing the type of data you want to gather on segments, utilize membership software to collect information from club websites and display it in graphs and reports.  Not only does this make data more useful but it can be used for decision-making regarding the entire association.