Daxko recently hosted an engagement webcast featuring Cassi McDowell, Engagement Specialist at the YMCA of Greater Cincinnati, and Christin Baker, Daxko Engage Adoption Specialist. We’re here sharing the top takeaways from the webcast, as well as resources to help you keep your new members engaged.
- 41% of attendees said that their own organizations had not established a culture of engagement but that it was coming soon
- 36% said the already had a culture of engagement and
- 22% said they did not have a culture of engagement
Now, on to our takeaways.
Utilize technology to create deeper connections.
The Cincinnati Y recently began using Daxko Engage to track member engagement. They used to write paper notes about new member interests, but these were difficult to keep track of. With Daxko Engage, staff have the ability to track member interests on member profile pages, allowing staff who engage with members to have a deeper, more targeted conversation.
Note: No matter what product or tool you use, you can it’s important to keep track of conversations with members to better understand their needs and goals. Non-Daxko Engage users could utilize a well-planned spreadsheet to track member goals.
Daxko Engage users also have the ability to create follow-up tasks for other staff members. For example, if a member mentioned an interest in youth soccer for their child, the staff can have the appropriate person follow-up and encourage them to register.
Create targeted initiatives to take new members on a journey.
The Cincinnati Y also utilizes Daxko Engage to execute a targeted new member program. McDowell explained that it’s like the new member is taking a journey with their Y. The Cincinnati Y’s program is six weeks and begins with a welcome email, then a phone call one week later, followed by several additional touch points. The last email is a mission email that explains the Y’s annual campaign. McDowell said the mission email at the end is an important step because it explains how the Y is different from other health and wellness organizations. “It’s so important to help members know and understand the Y’s nonprofit status,” McDowell explains. The mission email is informational and comes from a member of the development staff that can follow up with the member if necessary.
Don’t forget about other new member timeframes.
The YMCA of Greater Cincinnati experiences two busy new member seasons. The first happens as expected in January where people are rushing to join and set goals. McDowell’s branch has three pools and outdoor amenities galore so they experience an influx of new members for the summer season. These memberships, she explained, have less of a rushed feeling to them. These members join to experience their Y for the summer but they may stay all year if they become engaged. Think of all types of new members when creating new member initiatives. You may want to even think about adding a special touchpoint for different types of memberships.
The new member engagement efforts at the YMCA of Greater Cincinnati are paying off. The Powel Crosley Jr. branch (McDowell’s branch) has achieved a 4% increase in retention of family, adult, and young adult member units since launching Daxko Engage.
This webinar was part one of an ongoing thought leadership series: Establishing a Culture of Engagement. While Daxko will be hosting the series, the focus will be on highlighting progressive member-based nonprofits with the people, processes, and technology in place to better engage their members.