Professional Membership Tip: Increase Renewals Via Video
April 8, 2021
Communicating with video adds a personal and authentic touch to member outreach. The value of video has increased significantly since everything went virtual one year ago. Video is a powerful medium because it boosts engagement, participation, value and community, said Gather Voices CEO Michael Hoffman in a webinar on using video to boost member renewals.
HOW DOES IT WORK?
Hoffman recommends using video to amp up membership renewals on these platforms:
- Website. When your members spend more time on your association’s website viewing video content featuring their fellow members, their sense of community and belonging increases because they see themselves reflected in real people sharing their experiences, rather than brand messaging.
- Social media. Incorporating video into social media messaging creates deeper engagement and greater retention of content.
- Email. Email is the main tactic associations use to connect with members for renewal. Putting the word “video” in an email subject line can increase click-throughs by over 300 percent, which it did for the American Society of Transplant Surgeons.
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