Real Association Marketing

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An Association Marketer’s Guide to Creating Personas

The term “persona” may sound like highfalutin jargon, but really it is just the latest term for what always has been Marketing 101: Know your audience, and deliver what is interesting and relevant to it. While the concept of personalization is old-school marketing, the techniques available through today’s marketing automation technology make personalization easy for even a one-person association marketing department.

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Welcome to our Resource Center for Association Marketers. Over the 16 years we’ve worked with associations, we’ve learned a thing or two from our clients about the best ways to market to members and we’d like to share! Whether you are an experienced marketer or a novice, these resources will help you get the most from your marketing programs.

Featured Resources

Marketing Automation for Associations (PDF Download)

Associations need to remember their member groups are made up of individuals – and while they may have all come together for a common reason, they are unique human beings with different needs and interests. So, rather than sending the same generic email to every member and hoping for the best, associations have to hit their members with a one-two combo: seize their attention with a compelling subject line and then deliver with relevant content that members want to read, share, and interact with. That’s how you hook the modern reader in a crowded inbox.

What’s the Score? 4 Things to Know About Member Scoring

Whatever type of organization you work for, engagement scoring is an effective way to identify your most likely candidates for membership or sales. For associations, member scoring has become all the rage as they seek to target their most valuable members and identify those who are least engaged and vulnerable to non-renewal.

How Marketing Automation can Help with Member Retention (Pre-Recorded Webinar)

One of the toughest jobs that association marketers face is providing value to their existing members year over year. By automating renewals, and developing email strategies that provide more personalized outreach, marketers can use automation to boost their member retention efforts.

Have an association marketing question?

Upcoming Webinars

Recorded Webinars

How Marketing Automation can Help with Member Retention (Pre-Recorded Webinar)

One of the toughest jobs that association marketers face is providing value to their existing members year over year. By automating renewals, and developing email strategies that provide more personalized outreach, marketers can use automation to boost their member retention efforts.

Building Inbound Marketing Campaigns & Strategies (Pre-Recorded Webinar)

Are you interested in attracting new prospects or members? This recorded webinar discusses just exactly what Inbound Marketing entails and the tactics for successfully gaining inbound prospects and leads.

Case Studies

HFMA Automation Strengthens New Member Recruitment – Case Study

Automating new member recruitment has been very successful for HFMA, with new members up over 5% in FY16 compared to FY15. HFMA has also performed A/B testing to help optimize their membership renewal.

ESA Personalized Content – Case Study

The Content Marketing Institute defines content marketing as “the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire [...]

Quick Hits

An Association Marketer’s Guide to Creating Personas

The term “persona” may sound like highfalutin jargon, but really it is just the latest term for what always has been Marketing 101: Know your audience, and deliver what is interesting and relevant to it.

What’s the Score? 4 Things to Know About Member Scoring

Whatever type of organization you work for, engagement scoring is an effective way to identify your most likely candidates for membership or sales. For associations, member scoring has become all the rage as they seek to target their most valuable members and identify those who are least engaged and vulnerable to non-renewal.

5 Ways to Put Your Email to the Test

While there may not be a single all-encompassing answer to why a member opens one email but not another, association communicators can improve conversions with some proven A/B testing strategies.

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