Member Lead Gen Campaigns

Lead Gen Campaigns to acquire members are critical in the success of associations, if we don’t have a pipeline of members coming it, and an effort to convert them to membership, it’s hard to get new members. Here are 2 things I often find:

1. The person who is supposed to be doing lead gen campaigns either aren’t, or are barely doing it.

2. Associations aren’t capitalizing on their lead gen magnets (webinars, downloads, publications, etc) to attract then convert prospects into members.

No matter if you are a small association or a large one, or if you have a live integration with your email platform or not – you can take one of these campaign ideas and use it.

Audience

Any non-member that:

• Attends a webinar or live event

• Signs up for a newsletter or publication

• Downloads a whitepaper or guide

• Visits membership or event webpages

Short Campaign

2 Strategies

1. Create one campaign and run any prospect through it with general emails like below.

2. Make one of these campaigns for each type of thing a person interacts with. Meaning: someone attends a webinar or event? Email #1 should be focused around all the great webinars and events you have, then Email #2 is top 5 reasons. Same with publications, downloads, and website views. Have individual campaigns for all and a specialized email #1 responding to what they seem interested in

The Emails

2 emails highlighting the core benefits for members, and how the association helps them accomplish their goals. This could include:

Email 1: Top 5 Reasons Why [Profession / Industry] Join [Association Name]

• Quick 5 reasons why people join the association and how it benefits their lives/careers/wallets

Email 2: Why Our Members Are Here

• Members share why they are there via quotes & pictures or video

• Keep this email short too! Use the most compelling quotes and videos you have and get to the call to action to join.

The Flow

EM1 > Wait 1 Day > Opened? No - Resend > Wait 3 Days > Converted? No > Send EM2

Integration or Not

This campaign does not require a live integration, by sending the emails close enough together you don’t have to check to see if they joined in between. If you have an integration – great, see if they joined after the first email and remove them.

Personalized Long Campaign

Strategy

Create a personalized experience by asking the prospect what they are interested in first, then respond.

The Emails

This specific example is in response to peoples interest in a certification.

Email 1: A Question: What Interests You In XX Certification? Then 4 button answers

Once someone clicks that button they are sent to the website about the certification, and the next email responds directly to what they answered.

Email 2 & 3: Are focused on how the certification will help them accomplish their goals

After waiting for 2 weeks, the same system is used one more time. One email with a question, and emails following up on their specific answer.

The Flow

EM1 > Wait 2 Days > Determine Response > Wait 1 Day > EM2> Wait 7 Days > EM3

Integrated or Not

Because this campaign continues on for a while, it’s ideal that you have a live integration that can check if they converted to membership or not. If they do, pull them from the campaign.

Try out a member lead gen campaign and let us know how it goes! If you have questions specifically about your campaign, book a call, we’re always happy to help.