wild apricot expert webinar: the 8 step formula for keeping members forever
TRANSCRIPT
Wild Apricot Expert Webinar
Build. Connect. Grow. Membership & more.
The 8 Step Formula For Keeping Members Forever
Presented by Joy Duling
Wild Apricot Expert Webinar
Donald CowperStory ApricotContent Manager
Your Wild Apricot Hosts
Jason WisemanSolid Dude Apricot
Membership Coach
Wild Apricot Expert Webinar
We will email you a link to a recording of this
webinar.
See more webinars: www.wildapricot.com/academy
“I’ve personally spoken with three perfect prospects this week, but they all say that they’re still thinking about it. How do I get them to join faster?”
Typical Response #2: Throwing money into marketing
to get more people in
Typical Response #1: Just trying new stuff to see if
something sticks
Growth ProblemsWhen you’ve got
• Pre-Renewal• Post-Renewal
• Onboarding• 1st 30 Days• Beyond 30 Days
• Discovery• Contemplation• Activation
1 2 3 4 5 6 7 8
The Member Magnetism 8-Step Experience Formula
Result #1MembersWho Pay
Result #2:Members Who Play
Result #3:Members Who Stay
REALLYBut what do members
WANT??
• Career advancement• More profitable business • To book more speaking gigs• Less stress• A more beautiful garden• To be a better parent• Etc.
1) Challenges: What’s your biggest challenge related to …?
2) Change: If you could change one thing about… this year, what would that be?
3) Alternative Solutions: If you weren’t a member here, how would you be solving … ?
Preferences: How do you prefer to …?
Ask, Then Build Into the 8 Stages of Experience
Position your membership to be discovered where they’d
be searching for solutions
Parenting Support Grouppartner with related blogs,
distribute information to pediatricians
Example Strategy
Reframe membershipbenefits to speak directly
to transformational change
Adding “so that” behindevery membership benefit
highlights the change
Example Strategy
Be seamless
Creative signup opportunitiesCombined with event registration;
package with partners;go electronic or
don’t go electronic
Example Strategy
Focus your welcome kitor emails on exactly whatthey need to know first,
not everything that they’llwant to know eventually.
Validation, not overwhelm
Example Strategy
GamificationGive points for actions
that move toward the desired transformation.
Every month, I give new membersprizes for completing a few
specific actions in my Advanced Skills Program
Example Strategy
Beware the danger of diluting value by trying to provide a little bit of everything so thateveryone at every level stays
happy. It doesn’t work.
Compromise is not your friend.
Example Strategy
Pre-renewal should NOTbe the first time you address
delivery of value.
Personal benchmarkingCase studies
Member kudos
Example Strategy
Renewing members are theholy grail of growth.
Appreciate & recognize them.
Animal Welfare Groupcreated recognition levelsthemed around wolf pack
maturity
Example Strategy
So, What Stops Organizations from Implementing a Strategic, End-to-End
Member Experience Program?
Almost always, it’s 1 of these 3 Things…
Barrier #1: “The scope of member experience is so broad,
I’m not sure where to begin.”
Membermagnetism.com/assessment
Barrier #2: “I’m not sure my Board will ‘get it’, ‘support it’, ‘pay for it’, etc...”
Membermagnetism.com/board
Membership Growth Calculator
Wild Apricot Expert Webinar
Build. Connect. Grow. Membership & more.
The 8 Step Formula For Keeping Members Forever
Presented by Joy Duling