Membership renewal will continue to be a major focus for associations in 2021, and using video content in your Membership Engagement and Retention programs can maximize results. Lisa Boylan, Senior Editor at Associations Now an ASAE publication, shared her favorite takeaways from our Membership Renewal Campaigns that Work Webinar in a recent article.
Video is a powerful tool that can help your organization increase engagement, participation, value, and community. Boylan highlighted the three channels that Michael Hoffman, CEO of Gather Voices, said that video should live on: website, social media, and email.
Using video on these platforms increases the length of time members spend on your site, the retention rate of your content, and the amount of click-through-rates via email. “The new year is the best time to reevaluate your 2021 strategy and make sure your organization is incorporating these tools”, Boylan said.
Now, before you just go and add video to these platforms, it’s important to point out that video alone is not a strategy. Instead, think of video as the secret ingredient that makes your membership renewal strategy work:
It’s also important to understand your audience and their needs before you start creating content. Understanding what your members want will help you make video that is valuable to them. Once you know the story you want to tell, ask your rising stars and leaders to make videos. And remember that representation matters, people want to see themselves in the content:
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