It isn't 'in the mail': Mbrs need alternatives
By Will Slade, ISG Solutions, Rockville MD
The following article was
published in Association Trends, November 23, 2001.
With the recent anthrax concerns, there are new risks involved in mailing
communications to mbrs. Some letters are being delayed. Others are not being
delivered or being thrown out without having been opened.
More important, an increasing number of mbrs are asking to be taken off
mailing lists—particularly when the mailings come from the Washington area—saying
they do not want to receive any mailed communications at all.
So how do you ease apprehension, while simultaneously keeping the lines of
communication open and minimizing attrition rates?
The answer lies in shifting communications to e-mail, fax, and the Web. You
are probably already taking advantage of these alternatives to some extent,
but are you prepared to meet the needs of mbrs who want you to conduct all mbr
communications that way?
Membership forms: Full membership packets can be made available
on-line—providing instant gratification for prospective mbrs. Forms can be
set up on-line, faxed or e-mailed.
Dues renewal: Dues notices can be e-mailed with a hyperlink so mbrs
can click directly to the dues renewal page on your website. Allowing mbrs to
pay on-line with a credit card lets you maintain your revenue stream even when
the mail is disrupted.
On-line mbr directory: Online directories are always available when
mbrs need them. They are more up-to-date and provide a more powerful search
facility. Update requests can be e-mailed, or mbrs can update their own
information on-line—eliminating the need for re-keying.
Magazines and newsletters: A short newsletter can be made available
in PDF format and e-mailed to mbrs or posted on the website. The full content
from magazines can be posted to the website—where searchable archives offer
significant added value to mbrs, on-line forums encourage discussion about
articles, and additional in-depth content can easily be provided.
Meeting information: You can deliver more information about the
sessions and speakers, travel and housing, local sightseeing and special
events on a website than you can justify printing in a brochure. And it's
easier for mbrs to find the specific details they want.
Meeting registrations: On-line registration allows mbrs to register
whenever it's convenient. They can see right away what events are full. And
payments are credited faster.
Product purchases: You can notify mbrs about new products by fax or
e-mail. The e-mail can include a hyperlink to the order page so purchasing
impulses can be easily gratified.
Surveys and voting: It is faster, easier and cheaper to conduct
surveys and have mbrs vote on-line—and you can see results in real time. [Be
certain your by-laws allow electronic voting.]
Recent events have made your mbrs increasingly receptive to different types
of communication, such as e-mail, fax and the Web. These newer, more efficient
ways of communicating not only add value to their membership, but also help
you build a closer relationship with your mbrs.
Details: Will Slade can be reached at 301/519-3776 or
wslade@isgsolutions.com.
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