An association website provides invaluable data and information on what your customers (i.e., members, prospective members, nonmembers, and the public) care about, what they don't care about, and how they find information. By analyzing this data with website analytics, you can help your association provide valuable, engaging customer experiences.
The constantly growing number of choices for customers mean many aspects of our products and services are in danger of becoming commoditized, but customer experience is not one of them.
At the 2016 ASAE Annual Meeting & Expo, Gwen Fortune-Blakely (Enterprise-wide Marketing Director) and Leslie Katz ( Marketing Director) with the American Speech-Language-Hearing Association (ASHA) presented an amazing session on how ASHA is using propensity modeling to move people up the continuum of engagement to drive revenue and membership. Here's a quick overview of what you need to know about propensity modeling and how it can help your association.
Taking a customer-focused approach to data analytics helps provide optimal value, enhance engagement and understand the overall customer journey. Individuals' actions provide valuable information that goes further than what is collected with surveys and online profiles. Additionally, actions uncover hidden patterns that can be used to build a recommendation system to guide customers toward other interests.
How do your customers connect with one another? Social media mixed with a historic mathematical theory can help you find those patterns and bridge gaps.
I recently had the opportunity to attend a fascinating international conference on building donor trust, jointly presented by the BBB Wise Giving Alliance and the International Committee of Fundraising Organizations (ICFO).
Did you know that a 2% increase in retention has the same effect as decreasing costs by 10% and the most effective way to increase retention is to increase customer engagement. I use the word “customer” instead of member because nonmembers engage with us as well.
Most of our clients are interested in identifying the characteristics of members who are profitable and engaged and those that are not. But how do you identify and attract new people and organizations that have the propensity to be engaged? View your current audience the way a marketer would, using demographic data and psychographic information.