Be direct, clear and concise with members.

The Opportunity

Associations have a variety of audiences, including members, targets of lobbying efforts, community leaders, etc. Direct mail messages will vary depending on which audience the association is reaching out to.

Since an association’s lifeblood is its membership, a key function is recruiting new members via targeted mailings. Ultimately, much of what is published is aimed at advancing the image, status and prestige of the association.

How much of your mail do you actually read?

According to the Canadian Postal Service, 78 percent of mail is opened over a trash can. Typically, it has a 1 to 2 percent response rate. Therefore, the goal of every association member relations executive should be to ensure that direct mail gets read and acted upon before it hits the circular file.

The Errington Group Advantage

The Errington Group's variable direct mail tools enable associations to customize and personalize mailings by topic, audience or desired results. Additionally, this solution facilitates delivery of clear, concise, easy-to-read documents that address association members as individuals.

Direct mail can take a variety of forms depending on goals and budget. If the intent is simply to, for example, drive the reader to a web site, a postcard or self-mailer will work just fine.

If the goal is to get recipients to ask for more information, arrange an appointment or give money, a perforated postage-paid reply postcard should be part of the self-mailer.

If it’s important, customize it.

Retaining members and building relationships is easier to achieve with personalized solutions. For example, the response rates to personalized direct mail are typically much higher than generic direct mail, which has response rates of 1 to 2 percent.

E-business on the rise.

Many associations see themselves incorporating more business-to-business or business-to-consumer e-business in future years. The ability to create programs that combine both print and e-business offers a strong advantage.

 

The Errington Group's comprehensive hardware, software and services provide the necessary tools for associations to create personalized materials for members.

Use the “editorial” look to attract more readers.

The Opportunity

The key to a successful association is frequent, high-quality communications. The newsletter is a cornerstone document in this communications flow. In fact, a well-produced newsletter delivering association news, information about association programs, member recognition, and new policies and procedures adds dimension to the organization. Good communications enable members to feel included, informed and understood, and to be focused on common association goals.

Keep clients engaged while they’re doing business.

A media mix of print, TV and radio advertising can include print-on-demand signage and posters that are completely coordinated and integrated with other materials. This ensures accuracy and faster time to market for new campaign messages.

Quality communications help build relationships.

The top 50 associations in the U.S. alone account for more than 275 million members. Keeping them informed and on the membership rolls is critical to growth.

Along with members, associations have a variety of other audiences, including targets of lobbying efforts, community leaders and prospective members. Messages can vary depending on the audience.

Additionally, an association’s newsletter— with articles of national, regional and local interest—also reflects the general quality of the association, its programs and members.

The Errington Group Advantage

The best newsletters deliver value by helping members solve their day-to-day problems, keeping them informed about industry trends and delivering business-critical information.

Consistent and clear communications helps in maintaining association loyalty. A regularly scheduled newsletter that explains association programs, benefits, success stories and industry related information is a proven vehicle—both for communicating with members and as a new member recruiting tool.

Everybody likes to read about people they know.

A newsletter can not only inform, but also motivate. Recognition of members published in the newsletter is a terrific way to gain and hold member interest. Photographs of members and events can be printed in black and white or full color with great resolution and clarity.

Variable printing enables associations to tailor newsletter messages, aiming them at a targeted audience. For example, newsletter contents can be static on the cover and back and customized on the inside spread. This enables the association to direct the same—but different—newsletter to a wider range of readers.

The Errington Group's comprehensive hardware, software and services provide the necessary tools for associations to create successful direct mail materials for members and other audiences.

Fund-raising with a credit card offer.

The Opportunity

Associations are constantly seeking creative ways to raise funds, whether for their own treasury to sustain programs and activities, or for charities and other groups sponsored and/ or supported by a particular association. A strong letter offering an affinity credit card— a card linked with a sponsoring association— has become a proven fund-raising technique.

Members want and use such cards, which usually return a certain percentage of expenditures back to the association or designated target group.

Offer something of high perceived value.

They’re in wallets everywhere today: university alumni credit cards, favorite pro sports team credit cards or other kinds of personal interest-related credit cards—all intending to be a visible expression of the user’s affiliation.

Members are proud of their associations and often display it via emblems on hats, plaques, etc. An affinity card takes advantage of this desire by members to show pride in their connection.

The Errington Group Advantage

An association contracts with a bank or other institution to offer the credit cards to its members. The cards are a simple way for members to show their link to the association. When they use the card, not only do they benefit as cardholders, but the association benefits too.

At its simplest, for every card issued the association receives a contribution from the bank or issuing agency. When members make purchases using the affinity card, the association again receives a percentage.

Cards must be vigorously promoted.

Because of the proliferation of affinity cards in particular and the flood of regular bank card offerings in general, an association must be aggressive in promoting this fund-raiser to members. The Errington Group offers ways to create eye-catching and persuasive communications.

Highlight color on an application form makes it easier to fill in. Member information could even be pre-populated, so the only thing required is a signature.

Segment target audience and print on demand.

Print-on-demand capability means that an association appealing beyond its membership can customize its message to different audiences. This makes it economical to appeal to smaller groups.

The Errington Group's comprehensive hardware, software and services provide the necessary tools for associations to create successful direct mail materials for members and other audiences.