2. Marketing your membership program

Session Objective

When you launch your membership program, you’re essentially launching a small e-commerce company – and that means you need to learn how to think like a digital marketer. The good news is that there are some well-established best practices and templates that you can use to figure out what works with your team and your potential members – and once you’ve figured out your basic marketing strategy, you can easily turn news bumps into membership growth opportunities.

By the end of this session you will:

Understand the basics of developing a marketing strategy that matches your staff capacity

Know how to measure the success of your membership appeals and how to act on that information

Understand the components of a strong membership appeal, as well as common mistakes to avoid

The session includes a live critique of participating newsrooms’ membership appeals from Rebecca Quarls, formerly of

News Revenue Hub⁠

and the co-author of the Membership Guide section on marketing and a detailed look at how

Chalkbeat⁠

executes a year-end membership campaign.

Video

⁠

View

transcript⁠

Slides

⁠

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

Resources mentioned in this session:

⁠

Growing your membership program⁠

| The Membership Guide

⁠

How The Tyee plans a crowdfunding campaign in a week⁠

| The Membership Guide

⁠

How newsrooms can begin making data-informed membership decisions⁠

⁠

How the Daily Maverick made a membership marketing road map⁠

| The Membership Guide

⁠

Other growth case studies⁠

| The Membership Guide

Additional Resources

⁠

Re:member Consumer Membership Report 2021⁠

Next session
`➡️`⁠
⁠

⁠

Adopting a product mindset⁠

⁠

Want to print your doc?
This is not the way.

Try clicking the ⋯ next to your doc name or using a keyboard shortcut (

CtrlP

) instead.

2. Marketing your membership program

Session Objective

Video

Slides

Resources mentioned in this session:

Additional Resources

Next session ➡️⁠⁠

Next session
`➡️`⁠
⁠