Marketing

Use CRM functionality to track calls and promote the value of membership

Almost every AMS on the market today has some form of CRM (customer relationship management) functionality that allows staff to track contacts made with members and customers (e.g., phone calls received or made). This CRM functionality provides an opportunity for the association to capture and track the kinds of interactions the association is having with […]

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Are you asking your customers (or members)?

I recently received the monthly newsletter from Matrix Group, one of the many  vendors on my list of AMS vendors. In the newsletter, Matrix’s CEO, Joanna Pineda, outlined how Matrix had hosted a “town hall meeting”  with their customers, in order to outline new enhancements to the product, as well as to solicit feedback from

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25 Most Important Lessons in Membership Marketing

Tony Rossell at the Membership Marketing blog has listed the “25 Most Important Lessons in Membership Marketing” based on their recent survey of membership marketers. It’s an interesting list, and what I found most intriguing is how a well-implemented and well-managed membership and customer database (think AMS) can support (nay, is required for) several of

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Is your database holding you back on growing membership?

Apparently, a lot of associations feel this way. In Marketing General’s recently released 2011 Membership Marketing Benchmarking Report (available here), associations were asked “What is your organization’s single biggest challenge to growing membership?” 8% of the association surveyed responded “inadequate association management database.” Two other high responses were “insufficient budget” (12%) and “insufficient staff” (16%).

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Should your customers be able to cancel online?

Working with a client recently, I was surprised to learn that the association allows individuals who are currently registered for an upcoming event to cancel online. That is, the customer could go online, login, find their meeting registration, and cancel the meeting registration. Their process is then to review the cancellation and refund the registration

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