December 4, 2020

Member Loyalty: 4 Management Tips to Keep Your Members Engaged in 2021

Member loyalty is key to membership retention. Acquiring new members is one thing, but keeping them is an entirely different challenge. Your efforts to woo people shouldn’t stop once they join your organization. Otherwise, you risk losing them. 

Member engagement is crucial to boosting their loyalty. According to the 2020 Membership Marketing Benchmarking Report, 43 per cent of organizations believe that lack of engagement is the number one reason members don’t renew membership. 

Through meaningful engagement and the right management strategies, your members can build a deeper connection with your organization, boosting your retention rate. Romax shares four management tips to keep your members engaged and loyal. 

1. Simplify your renewal process

Forgetting to renew is one reason behind low membership renewal rates. You can remedy this by simplifying your renewal process through digitization. 

Membership management services often include software implementation. The online platform allows new and existing members to join or renew within a few minutes. They can also update their profiles, access financial reports and membership summaries and make payments through the website. 

Some membership management software also has auto-renewal features allowing direct debit and recurring card payments. These options appeal to long-time members who don’t want to go through the renewal process multiple times. 

2. Create a membership engagement plan 

You need to have different strategies for your members, depending on their current level of engagement with your organization. Your membership engagement plan, therefore, should have three segments: fully engaged, mildly engaged and somewhat or not engaged. 

Fully engaged members are considered low-risk since they have higher chances of renewing. Focus most of your engagement tactics on the other two segments. 

Engagement strategies range from educational webinars, networking events, mentorship programs, downloadable content and simple email newsletters. Make sure you choose an engagement method that communicates clearly the unique selling proposition of your organization.

3. Find out why past members left 

You can’t always stop members from leaving. The best thing you can do in this situation is to find out why they want to leave. Barring personal circumstances, their reason for leaving can identify weaknesses in your membership management approach or engagement programs. 

Knowing why members leave provides insights that will help you improve member retention, especially if you notice any trends in their feedback. Plus, you can use this information to entice old members to come back. If you manage to resolve whatever factor they found unsatisfying, you may communicate the improvements you’ve made to make their membership more worthwhile.

 4. Make your website a useful resource 

Finally, your members-only website is where you can provide the most value for your users. Create a variety of exclusive, high-quality content, from industry reports and webinars to testimonials and member stories. Write about relevant, rising trends so your members can keep a pulse on the happenings in your industry. 

Make sure your website is optimized so that it loads quickly on any device. Slow load times negatively affect user experience and can get in the way of member engagement. 

If you have a separate customer relationship management (CRM) system, integrate it into your website. This strategy helps you promote tailored content to each of your members while improving your data collection. 

Enhancing member retention and engagement may seem like a challenge, but it’s attainable with the appropriate strategies and tools. If you need expert membership management support, Romax is here to assist you. We offer membership management services, helping you take care of your members by providing them with timely communication materials. With our services, you can improve your brand recognition, renewal rate and member loyalty. 

Connect with us today to learn more about our membership management services.

April 3, 2018

Interview with Lisa Nugent, Head of Donor Recruitment at DKMS

DKMS began in Germany 1991 when the founder, Dr Peter Harf, formed the charity in honour of his wife, Mechtild who had lost her battle with blood cancer, following the family’s unsuccessful search to find a potentially lifesaving matching blood stem cell donor.  Peter had the vision to change this and create a future where every blood cancer patient has a second chance of life.

Today DKMS is an international non-profit organisation with offices in the UK (opened 2013), Germany, Poland, Spain and the United States.

DKMS have more than 7.5 million potential donors registered within the DKMS family and have given more than 64,000-second chances of life to people diagnosed with blood cancer. The worldwide search for new donors continues though as many people are still not able to find the matching donor they need.

Romax Marketing & Distribution has been working with DKMS UK since 2015 managing their printed communication which includes printing, fulfilment and distributing their DNA Swab Pack to potential donors who registered via the DKMS website, the welcome pack and donor registration cards and others personalised communication.

We had the pleasure of interviewing Lisa Nugent, Head of Donor Recruitment at DKMS UK, to talk about the organisation, how they are promoting donor acquisition and how Romax has helped them in this process.

Romax: Please describe your role and what you most enjoy about your job.

Lisa Nugent DKMS: I’m Head of Donor Recruitment for DKMS, a blood cancer charity.  Our team are responsible for growing the number of potential blood stem cell donors.  The role can be varied, one day I might be meeting a patient’s family to advise them on how we can support them with raising awareness and registering potential donors, the next day I could be in a planning meeting for World Blood Cancer Day activities.  Good days are when we see a great response to an appeal to find a donor or when a patient contacts us to say that a donor has been found for them.  

R: Tell us a little bit about the Organisation that you work for.

LN – DKMS: Every 20 minutes, someone in the UK is diagnosed with a blood cancer such as leukaemia.  Our mission is to provide a matching donor for every blood cancer patient in need of a blood stem cell donation.  

Since we launched in the UK, in 2013, we have registered more than 350,000 people as potential blood stem cell donors. Some of these amazing people have gone on to donate blood stem cells, giving more than 400-second chances of life to blood cancer patients.

R: How do you recruit your members/Donors?

LN – DKMS: In the majority of cases potential donors will register in response to a patient appeal – at any one time there are around 2,000 people in the UK in need of a blood stem cell transplant and two-thirds of them will need to look outside of their family for a matching donor.  We will work with the patients and their families and friends to organise registration events at places of work, sports clubs and other locations and alongside this will run press and social media campaigns, which include information on how people can register online for a swab kit.

 

R: What benefits do your donors receive from their Welcome Pack?

LN – DKMS: If potential donors have signed up in response to a patient appeal, then quite often they will post images on social media, either of their completed swab kits ready to be returned to us, or once their swabs have been processed and they have successfully been added to the register, of the welcome pack and donor card that they receive.  Seeing those images has a really positive impact on the patients whom we are trying to help and also helps promote DKMS to other potential donors.

R: Why do you like working with Romax?

LN – DKMS: The flexibility and speed of response.  The nature of our work is such that we often don’t know from one day to the next how many online requests we might receive for a swab kit.  In late 2016, there was a news story about a child who desperately needed a stem cell transplant and in less than 24 hours this story had gone from being featured in a local newspaper to being covered by a national paper.  We received more than 16,000 requests in that 24-hour period and nearly 50,000 in seven days. It was effortless on Romax’s part to increase staffing levels and fulfilment so all kits were despatched in a timely manner. 

DKMS registration event for companies.

You can save a life with a simple registration in the DKM UK website here, and if your company would like to organise a registration event for its staff, please email events@dkms.org.uk


Romax Marketing & Distribution has more than 20 years of experience managing membership and client printing and communication services for organisations such as Southbank CentreDKMSand PlusNetContact us for a bespoke Membership Marketing Solution: hello@romax.co.uk, +44 (0) 20 8293 8550

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January 16, 2018

[Webinar] 5 Successful Strategies to Improve Your Membership Programme

Free Webinar: 5 Successful Strategies to Improve Your Membership Programme

24th January 2018 | 1 pm GMT

To make your Membership Programme a real success, you need to truly understand and engage your members through conversation on media platforms of their choosing.
Learn what works best to welcome members and ensure that they both benefit from their membership whilst increasingly supporting your organisation.

From the live free webinar 5 Successful Strategies to Improve Your Membership Programme, you will:

  • Learn how to achieve instant engagement through rapid and engaging content
  • Understand how to interact with members across all media types at the right time to suit them
  • Improve your chances of early and increased renewal
  • Be introduced to techniques aimed at increasing member spend
  • See how to successfully grow their membership

 

When:  TOMORROW Wednesday 24th January 2018
Time: 1 pm GMT
Host: Robin Sumner, Managing Director Romax Marketing & Distribution.

 

 

Romax Marketing & Distribution provides a wide range of services in Membership Communication Services.  We work with membership organisations such as DMKS, Southbank Centre, V&A and PlusNet.

January 3, 2018

How a Membership Programme Increases Loyalty and Renewals

Written by Nilda Cerna, Marketing Manager at Romax Marketing & Distribution.

 

Are you looking for new ways to convert and reactivate new and old customers? The answer is most likely yes, who doesn’t want to reduce the time spent on converting a new client, whilst increasing the number of membership renewals?

As a marketer, are you wondering how to increase your member loyalty, upgrade their status, increase their use of your services, convert them into an ambassador of your brand and increase the likelihood of them renewing without having to chase them. The answer to your dilemma is a fully interactive Membership Programme.

 

De Vere Hotels Membership – Case Study at the end of the blog post.

 

What is a Membership Programme – MP?

A membership programme is an excellent way to find new customers and retain current. The status of a member through a subscription, which can be paid or unpaid subject to your chosen model.

The organisations and companies who are likely to implement a Membership Programme are those who provide a permanent advantage or privilege reflected in special services, products or give beneficial access to their installations or activities.

Art organisations, such as Southbank Centre and V&A Museum, are using their MP successfully as an important way to acquire and retain members.  However, such programmes are applicable to a wide range of organisations who offer permanent services associated to a monthly or annual fee, such as professional organisations, charities, leisure centres, gyms, insurance companies, who also refer to their customers as members, because they received a welcome pack detailing services according to the plan selected.

You are not a customer with American Express – or the Automobile Association, you are a ‘Member Since’, this differential instils a belonging amongst its ‘customers’ inferring membership as a privilege, not a business transaction.

 

What Constitutes Membership Communication?

A membership communication is a series of useful and personalised communications, across all media both printed and electronic, to your members aimed at increasing your brand recognition, customer engagement with your product, services as well as a brand.

There are multiple options and the frequency that you communicate will depend on the services schedule and promotions that you have in a certain period. However, there are some ‘must have’ communications that should be considered to keep your brand front of mind and push the first purchase or user interaction. Regular printed and digital communication are needed.

How often do you have to send them?

It will depend on your offer and your capacities of managing the material either internally or with a direct marketing partner and marketing agency. At Romax Marketing, we review the stage of your business, the offers and services that you provide, the type and expectation of your market and of course your budget, then make best practice and practical advice on how to leverage that to your best advantage. 

 

What kind of information do I have to send?

  1. Welcome Pack

Every time a new client or member comes along, sending a welcome pack is strongly recommended, this must include:

  • Personalised welcome letter and thanks
  • Personalised member card or at least a list of member/customer benefits and how to access them
  • Call to action. Such as the current offer activities, a discount coupon or code if you are selling products or services.
  • Where best to find you – the local branches – events in the members geographical area.

Additionally, you can include in the welcome pack your latest magazine issue and other marketing collateral. London Zoo’s welcome pack includes a member card, welcome letter, a member’s seasonal guide,  activities book, a height record chart, some badges with animal’s pictures which are very popular with children and the discount offers pack.

 

  1. Activities Programme

The best way to encourage customers and members to join in your activities are by sending them targeted content. Most membership organisations segment their members according to their status.

For example, the V&A museum has four membership types: Standard, Under 26, Contributing and Patrons. All of them have access to all their collections, but the Patrons have private events which include visiting the studios of Sir Antony Gormeley OBE for example or invitations to the annual dinner. For this reason, the V&A museum sends a targeted communication to their members, which have different text and different images to reflect the membership and drive engagement suited to the member type.

 

va_full_letter_1 va_full_letter_2 va_full_letter_3

 

 

 

 

 

 

3. Newsletter, Catalogue or Magazine

Providing members with useful information that they can read and keep for a long time is another way to build your brand and increase engagement. The options are varied, a smart A4 bi-fold newsletter, such as Romax sends quarterly or a more elaborate magazine. You can also send them catalogues if you have a services or products to offer that hold variable content directed to the individual recipient.  Remember that 63% of people prefer to read brochures and catalogues in printed format, source: It’s all about Mail and Email, Royal Mail MarketReach, 2014.

4. Unexpected Content

 To stand out from the crowd, your content must be innovative. When you receive something unexpected or different, it grabs the attention and reinforces your brand recall. Including an insert in your regular communication is a low-cost option. Romax, for example, includes such items as a guide to Paper and Envelope Dimensions or a Marketing ‘Key Dates’ Calendar, to act as a reminder to you for the whole year.  Unexpected content, or the design to portray your offer, when thought through has not cost prohibitive. Imagination and clever use of data to drive your message correctly will pay dividends.

5. Renewal Letter

This is probably ‘THE’ key communication for any organisation seeking to improve or start a member benefits programme. It’s the way to portray your organisation, its activities and promote member loyalty. Giving them multiple options on how and when to renew their membership is essential. Nowadays, any payment is the best payment, printed forms and timely reminders will create action from your member and help you to accelerate the renewal process. Did you know that 92% of people went to online as a result of receiving Direct Mail?

Southbank Centre Membership send a designated sequence of letters around the renewal process which drives membership and increases retention.

Sending a renewal communication also gives you the opportunity to present other plan options and recommend upgrades, both, for the membership plan and to increase the number of members. In one year a lot of things can happen!

 

How Do I Send Membership Communications?

Sending your offer by email is cheaper, but remember that 70% of people say, “I feel that I receive too many emails” and 51% of the emails are deleted within two seconds. Moreover, if you want to impact on your members, you need to send them a targeted printed communication. Brands that communicate through print are perceived as higher quality, with increased brand trust.

You can manage your own “printing” in situ or you can outsource this job to companies as Romax Marketing to improve your user experience, reduce turnaround, save on print costs and reduce postage expense.

 

Remember: High Quality is an Investment, Not a Cost

How you portray your organisation is an important part of your brand.  A study realised by Sappi, shows that when people assess brands purely on the way they were being promoted (high quality versus cheaper uncoated paper and online), they found they were three times more likely to recall the name of the brand which had a high-quality and coated paper and was more impressed by that company. A high-quality welcome pack can make a massive difference in the perception and offers associated with your brand.

 

 

Case Study – De Vere Hotels Membership

the-vere-club

De Vere is a collection of modern, country estate hotels with mansion houses at their heart, mixing leisure with marketing-leading conference facilities.

They set the challenge of launching “De Vere Golf Points”, a loyalty programme, with the goal to recruit 3,5K infrequent golfer to use their 16 courses.

The research showed that the target audience wouldn’t be engaged by something called Golf Points. Insight showed the target was a real golfer who wanted all the benefits, heritage, style, emotion and status that come with a real golf club membership.

The solution was a new brand, look and feel based on a far more aspirational name was created: The De Vere Club. A stylish and elegant “Golf your Way” campaign was launched with a promise to “change the way you play golf forever.”

the-vere-club-membership

The results on the first six months were:

  • 700 full cost memberships sold – worth up to £2,500 pa.
  • 3,220 De Vere Club memberships were sold across 22 sites
  • Golf membership has grown by 130%.

Source: DMA

 

 

 

 

romax_logo_tag_blue

Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

 

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October 11, 2017

5 reasons to introduce more printed client communication

Written by Nilda Cerna, Marketing Manager at Romax Marketing & Distribution.

 

In business, there are a series of strategies to build loyalty from your clients and prospects. There are companies which include loyal programs to encourage their customers to reach goals, such as an amount of points collected, to receive discounts or other benefits. Moreover, they also know their purchase behaviour and help to target and promote products suitable for them and reduce excessive printed membership communication.

Likewise, arts and other organisations have implemented membership schemes, which allows them to segment their offer depending on the type of level chosen by the member.

The result of this segmentation is a series of targeted communications that might have to be released at different times throughout the month, dependent on when the customer or member joined, their member status, their associated benefits, renewal state or when they should receive their monthly bill or magazine.

Whilst sending the same generic communication, across both digital or printed mediums, to all the clients and/or members is common practice because it is ‘easy’, it does little to further engage the member with your brand or helps you to increase engagement. The consequence is a lower response ratio, less loyalty and fewer renewals.

Undoubtedly, printed communication has an important role in marketing strategy. Research confirms how physical advertising and communication is more successful because it is more readily absorbed by the brain, involving more emotional process across multiple senses, not just sight. As a result, it produces more brain responses which help to reach a brand recall 70% higher than digital communications.

Here you have 5 reasons to introduce more printed client communication:

  1. Increase your client’s satisfaction – Welcome pack

Email open rates are around 20% depending on the industry, according to Royal Mail MarketReach, 83% of people read and 69% interact with a mail with information update. Furthermore, as soon as your client or member receives their loyalty or member card in a neatly presented welcome pack, the likelihood that they will buy a further product or participate in an event increases significantly: 97% of people were influenced to make an online purchase as a direct result of receiving mail.

  1. Personalised printed communications increase sales

Personalisation is crucial in your communication and with printing, you can achieve better results. A targeted letter is more than “dear name”, if you want a big impact, you must include variable printed communication that utilises alternative text and images for every target group within your campaign.

 

For example, charitable organisations used personalisation to request a different amount of donations according to each donor’s annual income, which is obtained by profiling the database. This targeted communication made a big impact on their funding campaigns.

 

The Salvation Army received on average £22.53 via mail compared with the £2.08 with paid search.

Personalised printed communication helps to increase the number of sales, the value of each purchase and influence renewals within a loyalty programme.

At Romax Marketing & Distribution we use software that matches each record that you have in your database with the correct content collateral. Clients such as the retailer Emma Bridgewater use it on their catalogues and other communications because it increases their campaign ROI.

 Increase the client’s renewal target and ROI

It’s a fact that a physical targeted communication has a greater impact than an electronic one alone, but, when we talk about the annual membership renewal, the combination of targeting and printed communication makes a big difference.

Using mail in a campaign can increase the ROI by 27% and 40% for sales and acquisition respectively, according to Royal Mail MarketReach.

  1. Printed Membership communication management optimises the overall process

Sending a print communication takes time: preparing it, proofing, printing and then sending it. Add to that managing the returns/response. If you have, for example, nine types of different members – or clients, and every one of them has a different level, benefit or list of products, that can be 30 different types of text alone. Automating the process will reduce time on proofing and pre-press and shorten the time it takes from a member joining or a new client signing up until they receive their welcome pack.

Managing the communication with a direct marketing supplier, set up on with an automated workflow to service the requirements for your member or client, which includes, variable text, images and whatever you decide is crucial content. You only have to upload your member/client database and they prepare, proof and send your communication to your client, releasing you and your team to focus on acquisition rather than administration.

The amount of time saved is massive with a high impact on your brand and productivity.

  1. Outsourced printed membership communication management saves money on postage – £30,000

Discounts for volume is something that can help you save a lot of money. At Romax we work with many membership organisations, reducing their postage costs substantially for both UK and Overseas postage.

By making recommendations to Sadler’s Wells we demonstrated an average saving of £7,500 in postage alone for every brochure season mailing, that meant an annual saving of over £30k.

Of course, the discount depends on multiple factors such as the type of letter or welcome pack, weight, volume, etc. but we are here to help guide you through that complexity.

If you are still not convinced about outsourcing your communication management, then challenge us to see how Romax can help you to manage your clients and/or member communication better. With our 20 years of experience supplying personalised printed communication services for organisations such as Southbank Centre, DKMS and Mercedes-Benz, you’ve got nothing to lose.

 

 

 

 

 

References: Royal Mail Market Reach

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. 

Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

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