Quick Tips: Effective Marketing on a Budget

Just because budgets are tight, does not mean your membership marketing efforts have to be lack-luster. Organizations that rely on membership dues and non-dues revenue typically need to keep a close eye on marketing dollars, but there are things you can do to keep the momentum going. 

Here are some easy-to-implement tips for marketing to members on a limited budget:

1. Go for the low-hanging fruit first
In the marketing world, “low-hanging fruit” means taking advantage of the easy, low to no cost, reachable targets first. In the case of member management, one example might be to utilize your current membership base. When your membership base is strong, it naturally creates ambassadors who can educate their peers.

Recruit new champions who then “go tell it on the mountain.” 

• Ask a few members to post a testimonial about their positive experience with your association on your Facebook page.
• Consider increasing your PR efforts by adding positive member quotes to press releases. Offer happy member interviews to local reporters and get to know your local reporters.
• Offer small incentives to current members if they refer other members.

Invest in your members, and you will equip a team to spread your message.

2. Engage with past members
Members of an organization are much more likely to re-join the same organization than to pursue new associations. 

• Do your research and find out why a member left by conducting an exit interview. Gaining a strong insight as to why members leave is a valuable nugget to have when considering members’ expectations. 
• Offer timely incentives to welcome back previous members. 
• Remind members why they chose you in the first place.

3. Content
What you say, where you say it and when you say it matter. Do some research and learn what your customers care about. Be online when they are online. Post frequently to social media and your website. Engage them with events, emails and webinars. Developing content for your audience lets them know there are actual people behind your organization.
 

• Social Media
  Social media a cost-effective way to build rapport with your member community, ask questions and get to know your audience. If a personal connection, social media followers are more likely to become an ambassador. Time is limited so make a plan and write several posts that are readily and consider using a tool to schedule posts.
   
• Utilize emotion in story-telling 
  Based on human traits, utilizing emotion to sell a product or service, motivates individuals to take action. Think about the various human interest angles in your community that you can write about for social media. Several non-profit and pet organizations like www.aspca.org do this well. They tend to evoke emotion in the audience prompting them to take action. 
   
• Be Visual
  A picture tells a 1,000 words.Consider using video, and graphics to tell your story to your audience.

There you have it. Just a few things you can do to increase your marketing efforts for your organization. Sometimes the hardest part is getting started; you can do it!

“The secret of getting ahead is getting started.”
- Mark Twain