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5 Mistakes That Haunt Associations When Using Their Membership Database
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Transcript of 5 Mistakes That Haunt Associations When Using Their Membership Database
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
5 Mistakes That Haunt Associations When Using Their Membership Database
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Session Agenda
• 5 Mistakes
• Examples
• Solutions
• Bonus Mistakes
• Get a Copy of the Presentation
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
About Me
• Curt Moss, Senior Product Marketing Manager @ WebLink
• 12 years at member-based orgs – Las Vegas Chamber of
Commerce – Chapter of National Safety
Council • 7 years @ WebLink
– Faculty for W.A.C.E. – Present at association and
chamber conferences
linkedin.com/in/curtmoss
linkedin.com/company/weblink-international
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
About WebLink
• SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations
• Established in 1996, 60 Employees, based in Indianapolis, IN
• 94% Customer Retention Rate
• Based in Indianapolis, Indiana
• 94% Customer Retention Rate
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
About WebLink
• Membership Management Software
• Website Design & Development
• Non-Dues Revenue Programs
• Partner in Your Success
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
WebLink Websites
• Responsive website design
• Automatically adjusts for any screen
• Fully integrated database & website
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
About WebLink
• iPad app for mobile commerce
• Integrated credit card reader
• New member sales
• Event registrations
• Pay open invoices
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
WebLink Blog
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Our next webinar: November 21, 1:00 pm EST
6 Ways to Produce Content that
Members Value
weblinkinternational.com/content
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Do you use association management software to manage your organization?
We use something like Excel or Access to manage our
members 13%
We use a completely out
of the box solution
8%
We use an out of the box
solution with some
customization 44%
We use a custom solution
built for our organization
27%
I'm not sure 8%
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
How many paid staff members does your organization have?
1-3 36%
4-10 34%
11-25 18%
26-49 7%
50+ 5%
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Is your database integrated with your website, events, finances, and email communications?
Yes, our database is completely integrated.
25%
Our database is somewhat integrated.
46%
No, we use separate
systems to manage our
organization. 29%
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Your association database is the single most important asset your organization owns.
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Most Associations Don’t…
• Hold Patents • Manufacture Products • Create Proprietary
Information • Conduct Extensive
Research
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
The collection of data in your membership database IS a propriety asset.
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Your membership software contains…
• Contact information • Employees • Billings, invoices • Contact history • Committees • Reporting • Much more…
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Your data is crucial to your organization’s success.
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
5 Mistakes That Haunt Associations When Using Their Membership Database
Mistake #1: Secret lists
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Mistake #1: Secret lists
• Excel files used as a management tool
• Notes outside your system
• Board members, committees
• Members who want X or are interested in Y
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
How secret lists will haunt you
• Two (or more) systems to update
• Out of sync, errors • Sharing list is hard • Multiple versions of
documents
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
The solution
• Membership management software – Tags – Groups – Codes – Custom Fields – Related Profiles – Relation types – Segmentation
Mistake #2: No database-website integration
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Mistake #2: No database-website integration
• Manually update directories, events, lists
• Send to vendor to update “ASAP”
• Online event registration is not seamless
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
How a lack of database-website integration will haunt you
• Out of date information • Errors • Unhappy members • Additional work • Less time focusing on
driving value for members
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
The Solution
• Full integration • Instant updates for
member listings • New members get
exposure & benefits immediately
• Update once, reflect in many places
• Staff is happy, members are happy
Mistake #3: Not having all the staff use it
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Mistake #3: Not having all the staff use it
• Staff doesn’t have access
• Refuse to use • Can’t get to info • Can’t create info • Non-users ask others
for info • Time-waster
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
How only having some staff use your system will haunt you
• Team can’t move towards same goal
• Can’t share information effectively
• Additional work for users
• Inefficient
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
The Solution
• Everyone has a login • Everyone is trained • Get the information
they need • Give information others
need • Find ways to use it
MORE
Mistake #4: Sharing logins
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Mistake #4: Sharing logins
• Generic logins – Admin – Marketing – Intern
• Share another user’s login
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
How sharing logins will haunt you
• No audit trails of who changed data and when
• Can’t gauge which staff needs more training
• Can’t collaborate effectively
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
The Solution
• Unique logins • User roles • Training • Management
commitment to use the system to deliver value
Mistake #5: No documented data entry policies
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Mistake #5: No documented data entry policies
• Addresses • Abbreviations • System Code • Nomenclature • Notes fields vs. choices • Procedures
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
How a lack of data entry procedures will haunt you
• Hard to report on • Errors • Inconsistent data entry • Additional work • Can’t manage
effectively
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
The Solution
• Document processes • Collaborate • “Desk notes” • Job shadowing • Cross-training
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Bonus Mistake #1: Not Recording Conversations
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Bonus Mistake #1: Not Recording Conversations
• Copies of emails sent to members
• Notes about conversations
• Agreements or disagreements
• Issues/resolutions
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
How not recording conversations will haunt you
• He said, she said • Finger pointing • Reflects poorly on your
organization • Impossible to share
information needed • Historical data will not
exist
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
The Solution
• Membership management software/CRM
• Easily record emails, calls, discussions
• Track by type of contact, by user, date
• Reporting & visibility
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Bonus Tip - Use your AMS to store members’ profile data
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Bonus Tip – For your members
Add members’ social media links on their listing on your website. Connect them with potential customers.
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
WebLink Connect
• List & group management
• Fully integrated database & website
• Audit trails for unique logins
• Record & report on documented conversations
• Advisory services for process improvement and documentation
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
WebLink Recap: An Integrated Solution
• ONE web-based centralized database
• Prospects, members, non-members and all reps in same system
• Financials, events, email, committees, website, reporting
Central DB
Financial System
Website
Email Marketing
Members
Events
Prospects
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Association & Chamber Websites
• 500+ client websites • WebLink Local business
directory drives 67% increase in traffic from organic searches
• Adds value for members • Non-dues revenue • Responsive website
design
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
iPad App for Mobile Commerce
• Sell memberships • Event registrations • Integrated credit card
reader
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
3 Questions
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Webinar Recap
• We will email copy of presentation to attendees
• Link to video recording of webinar
• Please let us know if you have any questions
5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International
Happy Halloween!
WebLink International 3905 W. Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 www.weblinkinternational.com
Curt Moss Senior Product Marketing Manager [email protected]