Member Engagement Scoring – A Pro Forma Model for Associations, Part II
As discussed in Part I of our Pro Forma Member Engagement Scoring Model for Associations, any model will have to be tailored to meet the needs of the specific association using it. This will be true for the concepts put forth here in Part II as well.
Part I focused on providing scores that could be used throughout the year in preparation for understanding each member’s engagement level leading up to his/her individual renewal date. The goal was to recognize under-engaged members in time to re-engage them before they make their renewal decision and thus improve the chances of retaining them as members. An additional goal was to recognize exceptionally-engaged members so that they could be rewarded or encouraged (and perhaps invited to participate in committees, etc.).
Part I was thus an overview of a calendar-year scoring model with its focus being the member renewal date.
The purpose of Part II is to study the implications of a rolling scoring model, meaning one that can continue year after year. Key characteristics of this model, from a technical standpoint, will be things such as engagement scores that automatically deteriorate over time. These can be extraordinarily useful and are not terribly complex but do bear a bit of initial explanation.
Engagement Score Deterioration
Marketing Automation solutions can assign points to each of your members and prospects for taking certain actions. Registering for an Annual Conference is typically one of the highest-scoring actions for most associations, as it is often a positive indicator that a given member will renew. Part I allocated 25 points for annual conference registration on a “100 points = healthy engagement level” scale. This might vary for you, of course.
The fact that John Brown registered for your 2014 User Conference is less relevant, however, in 2015 and in the years that follow. Ideally, your Marketing Automation solution will assign John 25 points on the day he registers, but then that score will deteriorate (be reduced) over time.
You could decide to delete the Annual Conference Registration score entirely, and some organizations choose to do this exactly one year from the date of his registration.
Another approach, however, is to reduce the score by a certain percentage over time. Reducing the 2014 conference 25-point score by 50%, for example, one year after registration would allow you to more fully automate your 2015 conference invitation process. You could use the fact that John had 12.5 points in his Annual Conference Registration field to let the system recognize that he registered in 2014 but had not yet registered in 2015 (because if he had registered already for 2015, he would receive an additional 25 points).
|Member Interaction||Score||Deterioration||Score for 2014 Registration in Year 1||Score for 2014 Registration in Year 2||Score for 2014 Registration in Year 3|
|Registered for 2014 Annual Conference||+25||50% yearly||25||12.5||5.75|
Your Marketing Automation system could thus identify members who registered for the 2014 conference but have not yet registered for the 2015 event by the fact that they have exactly 12.5 points in their Annual Conference Registration field. Your promotional teams can write tailored messages and set up campaigns months in advance knowing that each member’s score will be reviewed by the system on the exact day and time that each email is sent, ensuring that only appropriate members (those who registered for 2014 but have not yet for 2015) receive those messages. Those members who do register for 2015 will have higher scores, and your system will identify those scores as appropriate recipients for the emails that you’ve prepared for registrants.
Taking this a step further, you could continue this in 2016, with both the 2014 and 2015 scores deteriorating by 50%. Your system could perfectly identify those who registered for your conference in just 2014, in both 2014 and 2015, in all three years, or in 2016 only. The benefit is that scoring allows your Marketing Automation system to always know, up to date and without staff having to run reports, the precise registration status and history of your entire member/constituent database. This makes it easy for your events and/or marketing teams to conduct perfectly tailored conference invitation campaigns.
The model as it would look in 2016:
|Member Interaction||Score||Deterioration||2014 Registrant (total points)||2014 and 2015 Registrant (total points)||2014, 2015, 2016 Registrant (total)|
|Registered for 2014 Annual Conference||+25||50% yearly||6.25||18.75||43.75|
Score Deterioration is equally relevant and useful for other actions that members and prospective members may take throughout the year. Cumulatively, use of score deterioration across all of the actions that you monitor helps maintain an accurate understanding of each individual member’s current level of engagement. The fact that a given member volunteered or purchased something from your online bookstore two years ago is less significant, of course, than a more recent purchase.
Another extraordinarily useful way to maintain awareness of (and respond to) the engagement level of individual members is through Re-Engagement Campaigns.
Using Marketing Automation systems such as Real Magnet’s Marketing Automation for Associations, these can be based on Engagement Scoring using score deterioration methods as described above or on more focused monitoring of things such as email opens.
Most associations communicate regularly with their members via email and one example of an automated Re-Engagement Campaign could be based on email opens. You might decide that if a given member hasn’t opened any of the last 5 emails they have received from your organization, you want some action to automatically be taken by your marketing automation solution so that this potentially-unengaged member can be re-engaged. You will choose the action that is taken – It could be that an alert is sent to your Member Services or Renewals team, it could be that a special email campaign is launched to that individual member with a subject line and content designed to get their attention (“We haven’t heard from you for a while” or any other approach you prefer).
Regardless of the type of actions you are monitoring as your trigger for automated Re-Engagment Campaigns, the benefit is knowing that these campaigns will take place at exactly the right time for each individual member who meets your campaign criteria. This set-it-and-forget-it functionality allows you to build an unlimited array of such campaigns, providing your members with more individualized attention and earlier, more proactive re-engagement communications.
The inclusion of Score Deterioration and automated Re-Engagement Campaigns in your organization’s Member Engagement Scoring model makes it sustainable over time and provides you with great flexibility. The fact that member actions (or inactions) can be monitored and reacted to in a wide variety of ways helps to ensure that the processes you establish fit your own unique needs.
To further discuss the ways in which your organization might either launch a member engagement scoring program for the first time or improve an existing one through the use of a Marketing Automation system designed expressly for associations, email email@example.com or speak to one of our subject matter experts at 240-743-2941.