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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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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
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and the co-author of the Membership Guide section on marketing and a detailed look at how
Chalkbeat
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executes a year-end membership campaign.

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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Growing your membership program
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| The Membership Guide
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How The Tyee plans a crowdfunding campaign in a week
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| The Membership Guide
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How newsrooms can begin making data-informed membership decisions
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How the Daily Maverick made a membership marketing road map
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| The Membership Guide
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Other growth case studies
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| The Membership Guide

Additional Resources

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Re:member Consumer Membership Report 2021
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Next session
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Adopting a product mindset
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