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Membership 201
Membership 201
1. Retention
2. Marketing your membership program
3. Adopting a product mindset
4. Improving and deepening the member experience
5. Maintaining membership momentum
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1. Retention

Session Objective

If you have to choose whether to devote your limited resources to growing your membership program or retaining your existing members, focus on retaining your existing members. It is less time intensive, less costly, and leads to more invested members.
Retaining your members comes down to:
Consistently delivering value in your core service
Consistently delivering value in your membership program
Providing opportunities for deeper involvement
Showing gratitude
Putting in place smart tech defaults and customer service that prevent easily avoidable member losses

This session walks through each of those pillars of retention, and also provides students with an overview of retention metrics. It concludes with a presentation and Q&A with South Africa’s
Daily Maverick
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on how the approach retention in their newsroom.

Video

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transcript
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Slides

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To view speaker notes, click on the three-dot icon above.

Resources mentioned in this session:

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Retaining your members
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| The Membership Guide
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What news publishers do to retain subscribers
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| API
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The four Daily Maverick case studies
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| The Membership Guide
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How Krautreporter approaches retention after losing half its members
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| The Membership Guide
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How VTDigger gets a steady flow of audience feedback
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| The Membership Guide
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What news publishers do to retain subscribers
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| API
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Leveraging your COVID-19 bounce
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| Ariel Zirulnick and Lizzy Hazeltine for API
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All of the retention-related case studies from the Membership Guide
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Additional Resources

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The Daily Maverick’s Maverick Insider expertise survey
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How Zetland turned its members into powerful ambassadors
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| The Membership Guide (Zetland joins Session 4 to speak about this later in the course)
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How DoR doubled membership in 6 weeks, helped by members and influencers
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| The Membership Guide
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How should we onboard our members?
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| The Membership Guide

Next session
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Marketing your membership program
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