Why HubSpot for Associations?
- Incoming generations are rewiring market demand
With the generational ecosystem shifting and environmental factors influencing buying behaviors, an entrance of new content formats, consumption interests, and customer experiences are impacting the future of associations and non-profits. With value props built on the backbone of content, community, and communication, associations need to rethink their go-to-market strategy and org models.
Declining and disengaged membership:Organizations are no longer basking in the glory of organic retention. They're now having to build concerted member engagement strategies and customized experiences that retain loyal members, surface member champions, and increase MLV (Member Lifetime Value).
Sophisticated acquisition needs:Attracting new members and breaking into new markets requires data-driven content and journeys to get associations closer to their intended members, and bridge the gap on their conversion goals. Suddenly filling the gaps isn't about dusting off and digging into their customer lists—it's about tapping into new market share at the top of the funnel.
- Intel needed to drive program dev and new org models:
Beyond the conversions are insights that can drive decisions about organizational futures. Campaign insights, testing methodologies, and predictive analytics are all on the docket for change when it comes to associations.
- Trimmer budgets and resources:
Associations need to be wise about their spend. They're often dealing with conservative tech budgets, minimum resources, and modest direct marketing costs. Spending budget wisely means paying for the right option, iteratively getting efficacy out of the tool in a way that justifies cost, and clearly demonstrating to the organization, leadership, and the Board that this is the right tool for the dime.
- Operational efficiencies to refocus staff time:
Automating operational workflows like member welcome, member renewals, or even more growth-driven workflows like evergreen lead capture campaigns can go a long way with small association marketing teams. The manual time saved from cyclical workflows and "set-it and check-it" automations can easily be re-routed to more strategic and innovative think time.
- Chapter comms decentralization:
A great deal of associations with defined chapter/state/region affiliation structures are looking to build out centralized chapter communications strategies. Quite often, they're struggling to create brand continuity across their affiliations, looking to reduce communication overlap, and are perhaps even looking to diversify revenue streams at the national level.
About Emily Nash
With a unique background in start-ups-to-studios, and consulting-to-corporate settings, Emily specializes in solving for unknowns, pioneering new services, and collaborating with marketers and strategists. In her community, she served on the board of American Institute for Graphic Arts as their Communications Director to help promote networking and mentorship opportunities for area designers and creatives. She’s also a co-producer for Rethink Association, a podcast for associations.