Is your association thinking strategically about communication with its stakeholders? Does your nonprofit need support with membership marketing? Join our host Farhad Khan in this special podcast with Beth Brodovsky, strategic membership communications expert and president of Iris Creative Group. Beth graciously shares her knowledge of developing ongoing communications programs for participation-driven organizations, brand development, and relationship communications.
Here is a list of questions we asked Beth for your reference:
Tell us about yourself what you do?
We often buy things from organizations that we don’t have a relationship with, so why is it important for associations to build relationships with their audience and stakeholders?
Is there a science to building relationships with members? Are there rules, or a five-step process that works every time?
Why do you think it’s so common for associations to get membership marketing backwards? What can an association do today to make sure they focus their marketing on existing members?
What is your approach to determining which of the action items on your to-do list will have the biggest impact on your association’s marketing strategy?
Say we have narrowed down our focus — we know our audience, we know our “lovers” — now, how do we engage them?
Say we have done some interviews with our loyal members to understand what they want, out of all the needs and wants that our audience has, where do we put our money and focus?
Moving from strategy to execution: say we have strategy in place, and it’s time to execute. We know our lovers and we want to execute our marketing campaigns and deliver our services. What are the best ways to deliver services?
What content would you recommend association’s include in their member portal?
What is the role of online member communities?
How do you make new members feel welcome when your existing members are connected and active in a way that may seem like a closed click?
How do you show the value of your membership to members when some of your member benefits are accessible to the general public?
How can we ask busy members to take time to attend events and volunteer with your association?
Can you tell us about a personal habit that has contributed most to your success?
Can you share a tool or a strategy that makes you effective in your work?