Cutting Through Clutter, Membership Marketing & More

Lori Halley 14 November 2014 0 comments

All of us – including our members and supporters –  are bombarded by communications. So it's imperative that we communicate effectively and on the right channels, in order to encourage meaningful member engagement. To help, this week’s link round-up offers communications tips from a veteran association communicator; two posts on the importance of storytelling; social media insights for non-profits; and a reminder about the membership marketing lifecycle.

Here are summaries of five of the top posts we’ve bookmarked on Apricot Jam this week:

Cutting Through The Clutter is Just the Beginning

In an interview with Association Advisor, Susan Neely (American Beverage Association) notes:

We are all overloaded with information coming from a range of sources. But, why do people or companies join associations? To be part of a group, to be “in the know,” to have an organization represent them. When we communicate with our members, it’s important that we remind them about how we serve them. For example, you can’t just tell your members that a piece of legislation has been proposed; you have to give them analysis of what that bill is, how it may impact them and the industry at-large. Most importantly you have to tell them what their association is doing about it. So we must be thoughtful and strategic when communicating to our members.

Can Mission Statements Tell Stories?

On her Smooth The Path Blog, Amanda Kaiser writes:

Many missions statements are self-serving, too general or uninspiring. They generally follow the same format, “we serve…”, “we advance the profession of…”, “we are the leading authority in…”, “we are dedicated to…”, “to be the leading organization…”. So what are mission statements really for?

Are mission statements something we develop because every association has to have one? Is mission statement development just a process we have to go through? Is a mission statement a guide, a goal or a rule? I guess it could be any of these things…

Behind every brand you love is a mission you connect with. Your organization has a fantastic and much needed mission! You have the opportunity to articulate your inspiring mission in a way that deeply connects members, customers, suppliers, sponsors and your staff to your organization.

5 Steps to Discovering Great Stories for Your Organization (Even if You’re a Policy Organization)

In a guest post on Kivi’s Nonprofit Communications Blog, Marta Lindsey tells us:  


We know stories are, in the words of Andy Goodman, our “single most powerful communications tool” as nonprofit communicators. However, when your nonprofit is a step or two removed from the people it impacts, getting these stories is often a huge challenge.  This is especially true at policy organizations.

….sometimes you need the real deal – a straight-from-the-source, personal story that’s both compelling to read and perfectly captures why your organization’s work is so important.

How Many Social Channels Should Our Nonprofit Use?

On Beth's Blog, Beth Kanter suggests:

Whenever I do a workshop, keynote, or webinar for nonprofits, the most frequently asked question is “What social channel(s) should our nonprofit use?” or variations “Is X social channel worth it for our organization?” or “With limited time and resources, what social channels make sense to invest in?” This is one of the questions that is hard to answer with a sound byte of clever, easy advice.  It depends on the organization’s objectives and target audiences and often I ask if they have defined their audience and done research on what social channels they are using to get information.

...Hubspot has released new study on consumer expectations about brands and social media that helps answer this question.

Beth outlines three pieces of “good advice” offered in the Hubspot study.

Lifecycle Marketing: The Foundation for Membership Marketing

On the Membership Marketing Blog, Tony Rossell reminds us:

Membership is all about relationship.  There is a marketing lifecycle that you need to keep in mind. In membership, the marketing lifecycle segments the membership experience into five consecutive steps:

    1. Awareness is when prospects first discover you.
    2. Recruitment is when prospects choose to try you.
    3. Engagement is when new members feel they belong with you.
    4. Renewal is when lapsing members decide whether to keep you.
    5. Reinstatement is when former members agree to return to you.

That’s it for this week’s link round-up – want more non-profit and membership links?

That was just a taste of some of the membership and non-profit posts and articles we’ve bookmarked on Apricot Jam lately. For more, you can check out the latest posts on topics such as: Membership, Volunteers, Communications, Events, Social Media, Leadership and Fundraising.

You can also find additional articles and guides on non-profit and membership topics in our Membership Knowledge Hub.

Image source:  Bicycle chain heart - courtesy BigStockPhoto.com

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Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Friday, 14 November 2014 at 8:30 AM

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