A systematic method for describing membership marketing provides a way to quickly identify issues and develop the appropriate tactics to overcome these issues. The Membership Lifecycle is that systematic method and this presentation covers it in detail as both a process and a diagnostic tool.
1. The Membership Lifecycle A Systems Approach to Membership Marketing Presented by Erik Schonher, Vice President APTA Membership Chair Conference March 27-28, 2010
12. Proposed Engagement Schedule Month Audience Activity 0 New Membership Confirm Email 1 New Mailed Welcome Kit – New 2 New ID new service 3 New ID new product 4 New ID most commonly used product 5 New ID leadership 6 New Member Survey Email 8 New Renewal Advisory - Questions?
Email reminder – 4 months prior Direct Mail notice 1 -3 months prior Direct Mail notice 2 – 2 months prior Direct Mail notice 3 – 1 month prior Email notice – month of expiration Volunteer Call – 1 month post Direct Mail notice 4 – 2 months post
