Description
Book SynopsisMembership marketing and management is an ever more demanding role within the institutions servedmeeting fiscal demands, keeping pace with online marketing opportunities, and making data-driven decisions. The demands are diverse and ever-changing. This book addresses all aspects of management, expectations and productivity of a membership program in the digital age. Benchmarking, best practices and realistic outcomes are presented. Membership Marketing In The Digital Age is a membership manager's reference book to what works and how on relevant topics such as:Member acquisitionMembership planning and projectionsMembership retention and renewalsMembership servicing, engagement and loyaltyIt features over seventy illustrations including reproductions of marketing pieces and management tools used by leading museums and libraries across the country. Here's a book that will help your museum or library generate many times the purchase price through better practices that will increase your me
Trade Review"This book on membership management is a "go-to" reference guide on all aspects of best practices in membership marketing. I recommend it for anyone at any stage of their membership career!" -Phyllis Evans, Director of Membership and Annual Giving, Abraham Lincoln Presidential Library Foundation -- Phyllis Evans, Director of Membership and Annual Giving, Abraham Lincoln Presidential Library Foundation
"As a membership professional who is constantly looking to move the dial forward in growing our program and working to stay relevant in an ever-changing digital environment, this book is a bible. It not only provides definitive information for benchmarking and best practices, but connects me to ideas and promotes critical thinking. It’s a great resource to have at my fingertips." -Camille Pons, Development Officer and Membership Manager, Arizona-Sonora Desert Museum -- Camille Pons, Development Officer and Membership Manager, Arizona-Sonora Desert Museum
“A must-read for anyone looking to build, rebuild, grow, refresh, or reengage their membership programs, policies, and offerings. This in-depth marketing examination encourages the reader to step back and examine their current strategy in a world gone digital. . . . Rich, Hines, and Siemer have provided examples and case studies that not only provide insight but inspire new ideas and approaches regarding membership acquisition, retention, testing, and more. As the field continues to ‘reinvent’ the museum experience and identity . . . Rich, Hines, and Siemer remind us that membership must be represented at the digital ‘table’ in order to successfully respond and adapt to the evolving needs and expectations of our audiences.” —Jamie Glavic, director of marketing and communications, National Underground Railroad Freedom Center -- Jamie Glavic, Director of Marketing and Communications, National Underground Railroad Freedom Center
Table of ContentsForeword Preface Acknowledgments Chapter One: The Meaning of Membership Chapter Two: Planning for Membership Chapter Three: Membership and Fundraising Chapter Four: The Membership Program Chapter Five: Leadership, Management, and Staff Chapter Six: Membership Acquisition Chapter Seven: Membership Retention and Renewals Chapter Eight: Direct Mail Chapter Nine: Selling Memberships: The Art of On-Site Sales Chapter Ten: Marketing the Membership Program Chapter Eleven: Digital Marketing for Membership Chapter Twelve: Benchmarking Success in Membership Chapter Thirteen: The Math of Membership Chapter Fourteen: What’s Next in Membership Appendixes A: Planning Worksheet - Acquisition B: Planning Worksheet – Renewals Current C: Planning Worksheet – Upgrades D: Planning Worksheet – Events E: Planning Worksheet – Recordkeeping F: List Trade Agreement with Mailing Organization G: Membership Case Studies Glossary Index About the Authors
