Three Mistakes to Avoid During Member Onboarding
Common missteps can jeopardize new-member relationships
Since it’s almost Labor Day and back-to-school season is upon us, I’m taking time this week to squeeze in one last book for summer reading. I dove into Retention Point, by Robert Skrob, CAE, who has consulted for dozens of associations and more recently worked for some subscription-based companies.
Skrob’s new book focuses on the rise and power of “the subscription economy,” which has grown and evolved over the last decade. In a chapter on the popularity of subscription boxes, Skrob interviews FabFitFun VP of Marketing Leslie Emmons Burthey (you can listen in on their conversation on Skrob’s podcast, Membership and Subscription Growth”).
Another chapter details how Charity: Water, a global nonprofit, converted many one-off donors into lifelong members.
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