Membership 101

Explore

2. Making the case

Session Objective

The key to designing a membership program that people actually want to join is knowing your audience. That means you need to conduct audience research. This session will provide an overview of audience research best practices and outline the type of audience research you should conduct to fill your knowledge gaps regarding membership. The second half of the session will walk you through the steps to identify your membership value proposition.

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Resources mentioned in this session:

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Audience research best practices⁠

| The Membership Guide

Quick and Scrappy Audience Research:

Leveraging newsletters to learn about your audience⁠

| ONA20

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Audience research at the Atlantic: How we use it – and what we don’t expect it to do for us⁠

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14 steps to use collaborations to create better journalism and boost revenue⁠

| The Poynter Institute

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What media can learn from other member-driven movements⁠

| Membership Puzzle Project

Value proposition resources:

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Discovering a value proposition⁠

| The Membership Guide

Worksheet:

membership value proposition⁠

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Strategyzer Ad-Lib Template ⁠

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Building a Story Brand⁠

, book by Donald Miller

The Richland Source Presentation

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Our story⁠

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Our mission statement⁠

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Membership landing page⁠

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2019 annual report ⁠

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Brand studio⁠

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A Christian Science Monitor story about the Richland Source⁠

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Story Brand Studio⁠

(the storytelling process that Jay articulated)

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Story Brand book⁠

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Case Studies

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How Daily Maverick tested its membership assumptions pre-launch⁠

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How VT Digger gets a steady flow of audience feedback ⁠

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How Krautreporter uses surveys to engage, co-design, and grow⁠

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How De Correspondent refreshed its member insights ⁠

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How Compass Experiment did audience research before it had an audience⁠

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How Black Ballad turns member surveys into new revenue streams⁠

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How Zetland retained its members through coronavirus and a recession⁠

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Re:member Consumer Membership Report 2021⁠

Next session
`➡️`⁠
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Setting objectives and developing memberful routines⁠

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