How to Attract, Nurture, and Retain Members with Strategic Communications
NAADAC, the Association for Addiction Professionals, was facing free-falling membership, outdated communications methods, and low confidence in their data. Learn how NAADAC turned things around in less than a year’s time. After upgrading their email service provider and association management system and revitalizing their communications strategy, membership increased by almost 50%. Expect to learn how NAADAC:
• Upgraded and integrated systems to strengthen membership efforts • Developed email newsletters that are now major membership recruitment tools • Intends to nurture new members and ensure renewals with marketing automation
Published on: Mar 3, 2016
Transcripts - How to Attract, Nurture, and Retain Members with Strategic Communications
The NAADAC Story - How One Association
Increased Membership by 48%
Meet your Presenters
Director of Training and Professional Development
NAADAC, the Association for Addiction Professionals
Sr. Digital Marketing Strategist
NAADAC Success Story
48% increase in membership
72% increase in audience
…in 12 months!
Free Falling Membership
Devaluing of Benefits Package
The Informz Partnership
Upgraded and customized IMPak
Redesigned website and logo
Integrated the new website with
Switched from Mailchimp to
Informz which was integrated with
Easy-to-use, advanced features
IMPak Integration – merge fields,
unsubscribes, bad addresses
Easy-to-use, advanced features
Membership highest in 7 years
New funding opportunities
New partnership opportunities
High customer satisfaction
More revenue overall
What’s Next? Keep the momentum going!
Make meaningful first impressions with
non member audience
Cultivate those relationships: turn non
members into members
Improve our relevancy and send more
targeted communications to all audiences
Before we strategize….we need to analyze
Core Goal – Increase and Improve communications
Detailed Examination of our Audience
Do we truly know who makes up the current member base?
What are the primary job functions?
How long have they worked in the addiction field?
Do they have similar work settings?
What motivates them to work in this field?
What educational requirements do they have?
Profile of NAADAC Members
Wide variety of primary job functions
Different work settings
Wide range of Academic degrees
Years employed in addiction field
Primary Job Function
Good Information but….
Is it enough?
Create our Counselor Persona
What are they entrusted to do every day?
What is the work environment like?
Why do they choose to do this job?
What keeps them going?
What are their challenges/pain points?
Why do they become a member, what do they need?
Cathy is an Addiction Professional working alternately in private
practice as well as at a treatment facility. She comes into contact
with patients that may exhibit addiction symptoms. She needs to be
able to recognize the signs of substance abuse and be equipped to
lead the diagnosis, recommend a treatment plan, as well as provide
She has personal experience with addiction and feels strongly about
helping others. The work can be very fast paced and stressful. Her
job requires continuous education certificates in order to maintain
her credentials and continue working in the field. Without employer
education assistance she must find free or low cost educational
resources to make ends meet.
Personas help us make relevant connections
Subject Lines that resonate:
We help you help others
We love your work!
You make a difference, we’re here for you!
Content that makes a connection
Testimony of a NAADAC member’s journey from addiction
Opportunity to increase relevancy with non
Can we recognize Personas within our non member audience?
Not today…but we can change that!
Recommendation: Add Primary Job Function to the registration
forms. (standardized list of job titles)
Opportunity to create great first impressions
Our next best opportunity is a new
Welcome and Nurture Campaign
Welcome to the
Automate and Measure Results
Automate welcome series to be a daily
Personalize communications with knowledge
Automate nurture communications based on
non member status and acquisition date
Measure results, make modifications as
Summary – Keep moving forward!
Before we strategize…let’s analyze
Build Personas to understand target
Identify data capture opportunities
Define the path the audience takes to
become a member
Identify gaps/opportunities to enhance
The Informz Way - Don’t just send an email
Create an experience…
Thank you! Please stay in Touch…
Senior Digital Marketing Strategist
1.888.371.1842 x 151