3 Key Aspects to Member Retention for Membership Associations.

There are few things more important for a Membership Association than member retention. And, although many Membership Association’s are doing a good job – according to the 2017 Membership Marketing Benchmark Report the mean retention of all Membership Associations was 79% in 2016 (77% in individual member associations and 88% in trade associations) – but there is always room to improve.

Especially if a Membership Association is falling behind the member retention industry standard.

If that describes your Membership Association than you would benefit from a CRM approach through the Dynamics 365 platform.

Below are three key aspects to member retention.

1. Know your members

The better you know your members the more effectively you can communicate with them. By keeping track of what your members are saying on Social Media, Reddit and similar spaces with Microsoft Dynamics 365 you can better understand when and how to engage with your membership. That kind of smart, targeted communication enhances your relationship with members and adds value to their experience as a member of your association.

2. Member retention is everyone’s job

Retention is the responsibility of every single person in your Membership Association – from your public relations staff to your finance department to those who directly work in membership. It’s vital that all members of your team have the knowledge needed to allow them to make the member’s experience as valuable as possible. Microsoft Dynamics 365 allows the easy sharing of relevant information vital to your member retention goals.

3. Adapt, adapt, adapt

…and then adapt some more. The marketplace is constantly evolving and it is vital for Membership Associations to constantly be evaluating what works and what does not. With Dynamics 365, you have the tools to stay on top of the latest trends and the flexibility to make changes to your member retention strategy on the fly.

Ultimately a CRM platform like Microsoft Dynamics 365  is there to make things easier for your staff to get down to the business of providing members with a happy and satisfying experience. And happy members don’t think twice with it comes time to renew their dues.

This is the third part of an ongoing series on how Membership Associations can benefit from Dynamics 365. Previous parts can be read here and here.

CRM Dynamics is comminuted to working with Membership Associations to help them find the blueprint for success. If you would like to learn about our exciting new developments, give us a shout!

We are also looking for Membership Association professionals to take part in a two-hour focus group in the Toronto-area. If you are interested in helping us help you, more information can be found here.

Duane Rollins

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