As the calendar year winds down many organizations
are looking for time-saving online applications to help juggle the busy event,
holiday and renewal period. But remember that your members are time-strapped
too. As you review your existing or new online applications, be sure that one
of the key benefits of any solution is ease-of-use for members and
Online functionality can increase
participation and member numbers too!
reviewing response to a Wild Apricot survey, we noted
that the ability to automatically manage member enrollment and events online were
noted as the key functions that non-profit organizations found most useful. While this wasn't a surprise, what
was really telling were testimonials noting that improved functionality of
websites, easy-to-use online event registration and renewal processes had not
only provided huge time savings for the organizations, but had actually increased
event participation and increased membership numbers as well.
Improved engagement means increased renewals
demonstrates the correlation between member engagement and renewal by citing research confirming that in the past year members who...
upgraded their membership to a higher level
of service were 12% more likely to renew
ordered a product in the past year were 28%
more likely to renew
were also chapter members were 17% more
likely to renew
attended an association meeting in the past
year were 19% more likely to renew
attended four or more meetings were 30% more
likely to renew
Combining social media with easy-to-use
Even in our Internet
age, the cycle of communicating with
members - to build engagement - to promote
hasn't changed, but the tools we use to execute it have. Most non-profit organizations are using a
variety of communications methods to keep members informed and promote
participation. But despite your best
efforts in reaching out to members via social media networks or
offering appealing content on your website, the true test of your
organization's online abilities may come down to ease-of-use and functionality.
a world of instant messaging and instant gratification, it follows, that we all
want quick and easy online transactions. Our non-profit association customers
tell us they need to respond to "impulse buyers" in order to increase last
minute event registrations and just-in-time renewals. This means having an easy-to-use website interface
that also offers back-end functionality to facilitate both up-to-the-minute
event reports as well as instantaneous changes to website content, blogs and
event enrollment instructions.
It's not high touch
versus high tech
functionality and regular updating of website content is critical, we recognize that membership
engagement doesn't exclusively revolve around technology. Associations need to
constantly demonstrate value of membership through regular and varied forms of communication
- alerts, newsletters, blogs, updates and other calls to action. In an article in Association Now, Leila
the sole employee of a Kentucky non-profit, notes that while she relies on an
association management system to make website changes and improvements almost
on a daily basis to ensure her members
receive information quickly and easily, she maintains a balance of personal and
electronic communication to provide service excellence to her members.
How can technology help solve your challenges?
Is your organization looking for
solutions to enrollment, event management or renewal issues? Share
your biggest challenges so we can discuss possible solutions in future
For more information
on using technology to solve association challenges...