from the bottom up - tips for building a more effective membership model
TRANSCRIPT
Membership Growth Online SummitWhere Nonprofit Leaders and Growth Strategies Converge
@wildapricot
April 4th – April 8th, 2016
#WAsummit2016• Presenter: Robbie Kellman Baxter, @robbiebax• Author of the Membership Economy marketing
consultant
From the Bottom Up – Building an Effective Membership Model Friday, April 8th @ 3:00 PM – 4:00 PM
(ET)
MEMBERSHIPECONOMYTIPS FOR AN EFFECTIVE MEMBERSHIP
MODEL
THE
FROM THE BOTTOM UP
@robbiebax
@robbiebax
TYING IT ALL TOGETHER
@robbiebax
SO FAR WE’VE FOCUSED ONTHE TOP OF THE FUNNEL
@robbiebax
@robbiebax
@robbiebax
COULD YOU PASSTHE AIRPLANE TEST ?
@robbiebax
Introducing TheFOREVER TRANSACTIONThe heart of the Membership Economy
@robbiebax
@robbiebax
TRIGGERS & HOOKS!
@robbiebax
MEMBERSHIPECONOMYWHAT THE %$#@& IS
THE
?@robbiebax
MEMBERSHIPECONOMY
OWNERSHIP ACCESS
@robbiebax
MEMBERSHIPECONOMY
ONE-TIME PAYMENT
RECURRING PAYMENTS
@robbiebax
MEMBERSHIPECONOMY
TRANSACTIONAL RELATIONSHIP
@robbiebax
MEMBERSHIPECONOMY
ONE WAY COMMUNICATION
FEEDBACK & COMMUNITY
@robbiebax
MEMBERSHIP ECONOMY
@robbiebax
MEMBER OFWHAT ARE YOU A ?
@robbiebax
MAINSTREAM MEMBERSHIP BUSINESSES
CONSUMER PRODUCTS
ONLINE SUBSCRIPTION
COMPANIES
NONPROFITS, PROFESSIONAL SOCIETIES &
TRADE ASSOCIATIONS
ONLINE COMMUNITIES
SMALL BIZ & CONSULTANCIES
ORGANIZATION WITH LOYALTY PROGRAMS
ASSOCIATIONSWHAT DOES THIS MEAN
FOR ?@robbiebax
@robbiebax
@robbiebax
IDEA TO STARTUP
OFFLINE TO ONLINE
BIZ AS USUAL TO
COMPETITIVE DISRUPTION
STARTUP TO MATURE ORG
OWNERSHIP TO ACCESS
MEMBERSHIP ECONOMYFIVE CHALLENGES
1 2 3 4 5
@robbiebax
@robbiebax
ORGANIZATION FUNNEL
PRICING
ON-BOARDING FREE(MIUM)
CUSTOMER SUCCESS
TECHNOLOGY
MEMBERSHIP ECONOMYSEVEN-PART FRAMEWORK
FREE(MIUM)
PRICING
FUNNEL
ON-BOARDING
TECHNOLOGY
CUSTOMER SUCCESS
ORGANIZATION
MEMBERSHIP ECONOMYSEVEN-PART FRAMEWORK
ORGANIZATION
FREE(MIUM)
PRICING
ON-BOARDING
TECHNOLOGY
CUSTOMER SUCCESS
FUNNEL
MEMBERSHIP ECONOMYSEVEN-PART FRAMEWORK
FUNNELORGANIZATIO
N
FREE(MIUM)ON-BOARDING
TECHNOLOGY
CUSTOMER SUCCESS
PRICING
MEMBERSHIP ECONOMYSEVEN-PART FRAMEWORK
PRICING
FUNNELORGANIZATIO
N
ON-BOARDING
TECHNOLOGY
CUSTOMER SUCCESS
FREE(MIUM)
MEMBERSHIP ECONOMYSEVEN-PART FRAMEWORK
FREE(MIUM)
PRICING
FUNNELORGANIZATIO
NTECHNOLOGY
CUSTOMER SUCCESS
ON-BOARDING
MEMBERSHIP ECONOMYSEVEN-PART FRAMEWORK
ON-BOARDING FREE(MIUM)
PRICING
FUNNELORGANIZATIO
NTECHNOLOGY
CUSTOMER SUCCESS
MEMBERSHIP ECONOMYSEVEN-PART FRAMEWORK
CUSTOMER SUCCESS
ON-BOARDING FREE(MIUM)
PRICING
FUNNELORGANIZATIO
NTECHNOLOGY
MEMBERSHIP ECONOMYSEVEN-PART FRAMEWORK
ORGANIZATION FUNNEL
PRICING
ON-BOARDING FREE(MIUM)
CUSTOMER SUCCESS
TECHNOLOGY
MEMBERSHIP ECONOMYSEVEN-PART FRAMEWORK
FREE(MIUM)
PRICING
FUNNELORGANIZATIO
NTECHNOLOGY
CUSTOMER SUCCESS
ON-BOARDING
MEMBERSHIP ECONOMYSEVEN-PART FRAMEWORK
On-Boarding
THE PROBLEM WITH “THROWING IT OVER THE
WALL”
@robbiebax
On-Boarding
THE PROBLEM WITH “THROWING IT OVER THE
WALL”
3 RU
LES
!DEMONSTRATE
CONFIRM
REWARD
@robbiebax
ORGANIZATION
FREE(MIUM)
PRICING
ON-BOARDING
TECHNOLOGY
CUSTOMER SUCCESS
FUNNEL
MEMBERSHIP ECONOMYSEVEN-PART FRAMEWORK
https
://w
ww
.you
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.com
/wat
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=ds4
dv4I
S0PM
Funnel
Aware
Trial
Signup
LoyalSubscriber
Total Available Market
TRADITIONAL SALES ACQUISITION FUNNEL
@robbiebax
https
://w
ww
.you
tube
.com
/wat
ch?v
=ds4
dv4I
S0PM
Funnel
Total Available Market
NEW ACQUISITION HOURGLASS
Aware
Trial
Signup
LoyalSubscriber
Total Available Market
IncreasingEngagement
(CLV)ReferralSource
Forever Transaction!
@robbiebax
@robbiebax
@robbiebax
@robbiebax
@robbiebax
!30 Days @robbiebax
The Secret To TheFOREVER TRANSACTIONORGANIZATIONS NEED TO LOVE THEIR MISSION AND CUSTOMERS MORE THAN ANY PRODUCT, PERSON OR PROCESS
@robbiebax
Learn More:GET THE BOOK AT AMAZON, BARNES & NOBLE OR YOUR LOCAL BOOKSTORE
AVAILABLE IN MULTIPLE
LANGUAGES.(COMING SOON)
@robbiebax
MEMBERSHIPECONOMYTHE
ASK ME HOW YOU TOO CAN JOIN
!ROBBIE KELLMAN
Call Me 650-322-5655
www.peninsulastrategies.com
Find me on LinkedIn!
@robbiebax
Build. Connect. Grow. Membership & more.
Thank you for participating in our workshop!
www.wildapricot.com
Try our free 30-day trial – risk free!
Rated #1 in Capterra’s Top Membership Management Software
3 years in a row.
@robbiebax