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Membership Marketing in the Digital Age


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Table of Contents

Foreword Preface Acknowledgments Chapter One: The Meaning of Membership Chapter Two: Planning for Membership Chapter Three: Membership and Fundraising Chapter Four: The Membership Program Chapter Five: Leadership, Management, and Staff Chapter Six: Membership Acquisition Chapter Seven: Membership Retention and Renewals Chapter Eight: Direct Mail Chapter Nine: Selling Memberships: The Art of On-Site Sales Chapter Ten: Marketing the Membership Program Chapter Eleven: Digital Marketing for Membership Chapter Twelve: Benchmarking Success in Membership Chapter Thirteen: The Math of Membership Chapter Fourteen: What's Next in Membership Appendixes A: Planning Worksheet - Acquisition B: Planning Worksheet - Renewals Current C: Planning Worksheet - Upgrades D: Planning Worksheet - Events E: Planning Worksheet - Recordkeeping F: List Trade Agreement with Mailing Organization G: Membership Case Studies Glossary Index About the Authors

About the Author

Patricia Rich is a founder of EMD Consulting Group and has consulted throughout the country and overseas on fundraising, membership, planning, search, and nonprofit management issues for all types of organizations. She has been the president/CEO of the Arts and Education Council of Greater St. Louis and the director of planning and development at the Missouri Botanical Garden, being responsible for all phases of fundraising, membership and strategic planning, which she currently teaches at the University of Missouri-St. Louis. Dana S. Hines is the President and CEO of Membership Consultants, Inc. Dana founded Membership Consultants in 1987 and has served over 500 membership organizations nationally, providing Membership Audits and Strategic Plans, direct mail and multi-channel campaigns to acquire, renew, upgrade and convert members to donors. Dana and Membership Consultants have been leaders in the membership arena, serving clients such as the National Baseball Hall of Fame, Museum of Science Boston, Desert Botanical Garden, Phoenix Zoo, History Colorado and Forest Park Forever. Dana served as a membership manager for the Missouri Botanical Garden prior to her membership consulting career. Rosie Siemer is the founder and CEO of FIVESEED, a digital marketing agency and interactive design studio delivering integrated online marketing, social media, and mobile solutions for visitor-serving organizations, education, associations, and nonprofits. Rosie has consulted for leading institutions across the U.S. including the Museum of Science Boston, History Colorado, Phoenix Zoo, Museum of Contemporary Art San Diego, University of Nebraska, Colorado Center for Nursing Excellence, and the Association of Zoos and Aquariums. Rosie serves on the Board of Directors at the World Trade Center Denver, and is an instructor at the Rocky Mountain World Trade Center Institute on the topics of international social media and mobile marketing.


"This book on membership management is a "go-to" reference guide on all aspects of best practices in membership marketing. I recommend it for anyone at any stage of their membership career!" -Phyllis Evans, Director of Membership and Annual Giving, Abraham Lincoln Presidential Library Foundation -- Phyllis Evans, Director of Membership and Annual Giving, Abraham Lincoln Presidential Library Foundation
"As a membership professional who is constantly looking to move the dial forward in growing our program and working to stay relevant in an ever-changing digital environment, this book is a bible. It not only provides definitive information for benchmarking and best practices, but connects me to ideas and promotes critical thinking. It's a great resource to have at my fingertips." -Camille Pons, Development Officer and Membership Manager, Arizona-Sonora Desert Museum -- Camille Pons, Development Officer and Membership Manager, Arizona-Sonora Desert Museum
"A must-read for anyone looking to build, rebuild, grow, refresh, or reengage their membership programs, policies, and offerings. This in-depth marketing examination encourages the reader to step back and examine their current strategy in a world gone digital. . . . Rich, Hines, and Siemer have provided examples and case studies that not only provide insight but inspire new ideas and approaches regarding membership acquisition, retention, testing, and more. As the field continues to 'reinvent' the museum experience and identity . . . Rich, Hines, and Siemer remind us that membership must be represented at the digital 'table' in order to successfully respond and adapt to the evolving needs and expectations of our audiences." -Jamie Glavic, director of marketing and communications, National Underground Railroad Freedom Center -- Jamie Glavic, Director of Marketing and Communications, National Underground Railroad Freedom Center

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