In a year where membership trends shifted south for many membership-based organizations, MHQ client, the Association for Death Education and Counseling (ADEC) was able to thrive, growing its number of members by 9%.
“MHQ develops custom membership growth and retention plans for each client,” said Michelle Bjerkness, ADEC Executive Director. “What the ADEC positive results show is the immediate impact that implementing a focused, multi-channel renewal approach can have on membership.”
MHQ works with each association client to develop 1-year strategic goals, supported by 90-day work plans. Using this framework, the MHQ membership team worked alongside the ADEC membership committee to plan and execute on a 5-point strategy:
- Plan. The team drafted and implemented a strategic marketing communications and outreach plan to increase membership and retain current members.
- Engage. The client was engaged, serving as a sounding board, and sharing insight on how to best connect with current and prospective members.
- Customize. The plan included customized tactics. For example, the MHQ team understood that a large number of association members were more likely to read a hard-copy mailing than an email and included that tactic in the mix.
- Set and Drive Goals. MHQ and the client set monthly and quarterly membership goals, adjusting our activities throughout the year to meet these goals.
- Automate. The MHQ team also automated some processes to make joining and renewing membership as easy as possible.
The result was a 9% increase in membership year-over-year from 2019.
“We are so proud to partner with ADEC, and to help drive this remarkable level of growth in 2020,” said Dara Rudick, MHQ CEO. “There is no better reward than helping our clients to thrive.”
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