What's the thinking behind digital transformation and its effects on win back campaigns for membership-based associations and organizations? Join this webinar to learn more. Recording: https://zoom.us/recording/play/UfurFHmcAaCnNxYo063WMR8jUmw9xuBoV7_I8sppPjKE_-ZbWiIg7etv21jNJHzL

1. Welcome to
the Inbound Lunch Bunch
February2018

2. Win Back Campaigns

3. Introductions
SuzanneCarawan
 Consulting experience inthe association world arounddigital strategy,
field and social media marketingand changemanagement
 Expertise inlead generation
 Leader of growth programs, products and organizations
 @suzannecarawan

4. Housekeeping
 Tonsofresources available:
 All of last year’sInbound LunchSessions available ondemand: http://site.highroadsolution.com/inbound-
lunch-bunch-page
 Toolkits: http://pages.highroadsolution.com/toolkit-list
 If wesuddenlydropoffthe call, hangtight,we will dial backin!
 Postquestionsin theChatwindowandwewill trytoansweraswego throughthepresentation

5. Related Resources
Download New eBook & Toolkit at
HighRoadU.com

6. Win Back Lost Members

7. Challenge:
Financial Association
$6M Revenue,40 staff
8,500 Lapsed Members
Source: Guidestar

8. https://www.invespcro.com/blog/customer-acquisition-retention/

9. https://www.invespcro.com/blog/customer-acquisition-retention/

11.  We’re at a Cross-Roadsin Corporate & Association World

12. Digitization of Consumerism

16.  Step 1: Data Mining
• DeepAnalysisof8,500Members
 Everythingwecanknowabout
Demographics
Purchase Behavior
Sentiment Behavior
 UseFunnelAnalysisThroughout
 Mindset Basedon Probability
withFocus on Customer
Experience
 Outcome:TargetedLists

19. Best Part of Win Back
Campaigns is that You
Already Have the Email
Address!
-Email Marketing
-Targeted Social Media
Advertising
-Direct Mail
-Retargeting
 Step 2: Match the Right Channel to List

20.  Step #3: Identify the Desired Journeywith One Focus---Reduce
Friction

21. This is Survival of Your Den!
Protect Your Members!Departments Unite!

22.  Step 3: Challenges of Reducing Friction
1) Youcausefrictionbecauseyou’releading change
2) Must workcross-functionally
3) Must exposecracksin thebusiness processandtechnologyinfrastructure
4) Must addresscracksin thebusinessprocessandtechnologyinfrastructure
5) Must moveorganizationthroughdigital transformationtofocusonthe end user andnotthe
internalworkingsofthe organization-----------------
themarketdoesn’thaveemotion
-doesn’tgiveyouabreakbecauseyou’reanot-for-profit
-can’tpleadtowaitformoretime
-can’targueyoudidn’tknow

23.  Step 4: Create Compelling Campaign
Theme:
“You’re the Missing Piece to OurPuzzle”
ValueProp:
NewLeadership Bringing New& Improved Online Assets and Connections
“Not Your Father’s Oldsmobile”
Emotional Hook:
Appeal to the egoof being part of the most elite
group andif you’re nota member, you’re average

24.  Step 5: Run It!

25.  Step #6: Measure & Refine
Final Result:
-Close to 30% Win Back for
Available Population

26.  Step #7: Post-Mortem
 Needed to manually reconcile with membership system, email
marketing, social media to get metrics & transactionaldata
 Break down in data/technology to calculatefull funnel
 Trainingof Member Reps/Sales Team to Close

27. Do Good Work.
Make TodayGreat.