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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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4. Improving and deepening the member experience

Session Objective

A membership program is not a set-it-and-forget-it product. It’s important to take a look at the performance and cost of the program regularly and adjust your offering. The session begins with a brief overview of how to know if you need to make changes to your membership program post-launch in order to reach your goals, build a sense of community among your members, or use your resources more efficiently.
When you have a strong membership program – in other words, a community of people invested in your organization’s success – you can turn that into further opportunities for growth. The rest of the session is focused on two case studies of newsrooms who have done that.
The first is from Denmark’s
Zetland
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on how they turned their members into ambassadors. It’s a powerful example of how a small number of deeply invested members can make a big difference for a newsroom.
The second is from
Black Ballad
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in the UK on how they’ve used surveys and a Slack workspace to build a strong feedback loop with their members. Their member feedback helps them design high-impact editorial campaigns that bring in sponsorship revenue and acquire new members.

Video

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Slides

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Resources mentioned in this session:

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Designing a membership program
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| The Membership Guide
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How Outride.rs developed a newsletter-first growth strategy 
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| Membership Puzzle Project
Includes information on how
Outride.rs
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worked with local influencers to grow its newsletter list
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How Black Ballad turns member surveys into new revenue streams
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| The Membership Guide
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How Black Ballad built a safe space online for Black women
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| The Membership Guide
How Zetland turned its members into powerful ambassadors –
short version
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,
full version
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| The Membership Guide
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How Zetland retained its members through coronavirus and a recession
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| The Membership Guide
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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 we built a fully automated referral program without using code 
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| 6 AM City
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AAARRR! What are pirate metrics?
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🏴‍☠️ 🏴‍☠️ 🏴‍☠️ | Active Campaign

Next session
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Maintaining membership momentum
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