The beginning of a new year always brings an air of excitement, and we’re not sure there’s ever been a year we’re more anxious to welcome in than 2021. We’ve taken a look back at lessons learned from 2020 and compiled six hot takes for you to consider prioritizing in the new year so that you're making the most of new opportunities.
Here at HighRoad, our mission is not only to equip associations with the latest and greatest marketing technology solutions but to empower associations with the data and insights that will take their outreach efforts to the next level.
We continually strive to be the go-to source for all things trending in the association world: from marketing best practices to challenges unique to associations, we're here to help solve problems and innovate solutions.
It’s been a year of uncertainty and instability, and associations are starting to feel the impact. It’s hard to find leads, it’s hard to convert, and it’s hard to hit growth goals. This means that there’s more pressure than ever on the marketing team. You have to use all your ingenuity to find new ways to engage, recruit, and retain members.
Wouldn’t it be great if there were an easy way to drive growth? What if you could increase revenues by over 10% just by sending some automated emails, or dropping a cookie in the right place?
Everyone you meet is on some kind of journey. Each person has a goal or a destination, and the lucky ones know how to get there. They have obstacles to overcome, but they also have people who’ll help them succeed.
Ideally, your association should be one of those helpers. When they’re starting out, you offer guidance. When their career is growing, you help them make connections. When they reach the top, you help them become an industry voice.
But what about the member’s journey within your organization? How do they go from discovering the association, to becoming a member, to getting involved with programming?
If you think the word “Millennial” applies to any young person, then here’s a scary fact: the Millennials will start turning 40 next year.
The current generation emerging from college is Generation Z, a cohort with an entirely different set of goals and values. And for associations, this means a whole new set of challenges. Already, 56 percent of associations say that they’re struggling to engage young professionals.
So how can associations attract younger Millennials, Gen Z, and beyond?