Implementing a plan which will attract new members who will, in turn, become long term members to your organization is no easy task. In this month’s newsletter, we aim to answer the question: How can you acquire more members for your organization?
Make a Great First Impression
Making the first impression starts with the ticket purchase either on your website or when they wait on line to purchase the ticket. How they view their experience is integral to your success in acquiring new members. Here’s where you need to conduct some detective work. Find out;
- Did they have a pleasant experience?
- Was your ticketing process smooth and efficient?
- Was it engaging in some way?
- Did you provide them with opportunities to learn something new about your organization?
If your answer is “no” to any of these questions take the necessary steps to improve upon the visitor experience and make a great first impression.
Ways to Make a Great First Impression
It is important to establish a welcoming atmosphere, whether it be in person or online. A positive initial encounter fosters visitor engagement and enhances the visitor’s overall perception of your organization.
- Improve your website so that it provides a better experience for the potential member. Is it easy to navigate? Does it provide interesting and informative content? Does it encourage them to visit? Is it easy for them to purchase tickets online?
- Welcome visitors as they enter. Friendly and helpful staff members set a warm tone and make visitors feel welcome.
- Foster a clean, well maintained, and aesthetically pleasing environment that creates an inviting and comfortable space.
- Have a staff member to hand out membership brochures and talk to potential members about joining your organization.
- Place more promotional signage for people to read while they’re waiting on-line, but also make sure their wait is not too long.
- Create an engaging atmosphere with visual elements that inspire visitors.
- Have available colorful listings of upcoming exhibits or performances at the point-of-purchase.
Setting the tone for a positive visitor experience will encourage repeat visits, ultimately shapes the visitors likelihood to recommend your organization to others, and lead to positive reviews.
Collect Visitor Information
Another way to expand the number of members in your database is by collecting information such as names, addresses, phone numbers, and email addresses when visitors are purchasing their tickets at the ticket counter or online. This will provide the information needed to mail and/or email them with opportunities about the benefits of becoming a member. But how can you encourage potential members to share their information with you?
How to Collect Visitor Information
Visitors need to feel they will get something valuable in return for sharing their personal information. Let them know that they will be the first to receive:
- Information about upcoming shows or events.
- Promotional offers.
- Member-centric information about your organization.
- Exclusive behind-the-scenes events available, but only if they become a member.
Send Email and Direct Mail Appeals
What you do next will prove to be the most fruitful thing you can do to acquire members for your organization. Send a direct mail membership invitation to all new ticket buyers soon after the visitors leaves your organization. This invitation should provide information highlighted in the bulleted points above.
We also recommend sending a modified version of an email welcome series. In an email series you should ask all new visitors who purchased online to become a member, provided they opted-in to receive emails.
Acquiring new members is a long term investment and is necessary to keep your organization viable. Once you have the commitment of a new member it is integral to become serious about nurturing and communicating to them as if they were a family member.
If treated correctly these new donors will become the long term supporters your organization and will sustain its mission well into the future.
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