All your members are important to your association, but let’s face it: Some are more involved than others. To encourage more engagement with less-involved members, organizations should shine special attention on those who are engaged.
For example, Postmates, a courier service, recently honored its most dedicated customer, chart-topping rapper Post Malone, in a blog post. The company shared some of Malone’s favorite items, divulging his love for Popeyes after one purchase cost the rapper about $8,000 in biscuits alone for a Coachella party. The company says that he’s spent more than $40,000 on the service in the past year alone.
“Whether it’s in the studio or on tour, Postmates has become Posty’s best friend. He ranks as our #1 most dedicated customer: having ordered nearly 3,000 total items, on more than 660 orders, in 52 different cities nationwide,” the company says.
Now, your organization might not have celebrities in its membership, but it does have influencers of its own—your most engaged members—and celebrating them and their achievements will show that they are valued.
Beyond great strategy, it’s also good content marketing.
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