Six Essential Tools Associations Should Consider for Tracking Membership Prospects
Attracting new members to your association is tricky because you have to build a strong voice in the industry. There’s no need to make the process any harder with ineffective marketing.
Unfortunately, experts tell us that the return from traditional membership marketing is low. To boost your rates, you have to segment non-members by interest and personalize your outreach efforts.
Try doing that without a robust constituent relationship management (CRM) system. You’ll end up missing some prospects while risking email fatigue with others.
Here are six tools to help you track member prospects and optimize your outreach:
1. CiviCRM
CiviCRM is an open-source tool built with nonprofits in mind.
Using the system’s Contact Management solution, you can view records of your constituents’ levels of engagement and previous interactions in one place. You can then analyze the data and segment the contacts (via groups and tags) to personalize your approaches.
We particularly love that the tool doesn’t neglect communication preferences. This way, you can reach every prospect with updates they care about, using the contact method they prefer (call, physical mail, email, etc.).
Since it’s open-source, CiviCRM is ideal if you value having full control of your management platform. That said, you’ll need tech-savvy staff if you want to modify the source code to suit your association’s prospecting needs.
Side Note: The French American Chamber of Commerce – New York (FACC-NY) switched to CiviCRM after being disappointed in another tool’s prospect management features.
2. GrowthZone
The basic GrowthZone AMS software lets you manage member data and association events.
To use the platform for tracking communication with prospective members, you’ll need to pay extra for the premium Marketing Automation module. But with 20+ built-in steps for a one-year engagement campaign, the module can easily be worth the money.
3. Neon CRM
If you’re prospecting mainly for fundraising purposes, Neon CRM might be a good choice.
The platform’s moves management program helps you classify prospects, nurture relations with them, and turn them into donors, all while tracking every interaction.
4. iMIS
Much like Neon, the iMIS database management software has a moves manager. So, it’s suitable for managing your donor pipeline.
However, it also helps with tracking campaign responses. Its campaign management features let you set different workflows for prospects who respond and those who don’t.
It supports prospect segmentation based on demographics and behavioral patterns as well.
5. Constant Contact
In 2019, the American Optometric Association won the ASAE’s Gold Circle Award for Membership Recruitment Campaigns with more than 660 new members.
Their marketing automation tool of choice? SharpSpring from Constant Contact.
The process was simple: Offer downloadable content and add the prospects that engage with the offer to a lead nurturing workflow.
6. MemberLeap
Finally, we have MemberLeap, a simple, all-in-one solution for association management. Using MemberLeap’s CRM system and Member Database, you can:
- Track and auto-record contacts/prospects.
- Maintain records of how perspectives found your association.
- Evaluate where you stand with any given prospect using the Temperature Sensing feature (hot, cold, or warm).
- Set email reminders and send broadcast emails to try and convert prospects.
- Write private admin notes regarding each prospect.
Final Thoughts
Any of the software solutions on the list can help you track and manage your member prospects. Just don’t forget to track the important metrics. Think conversion rate, prospect-to-member time frame, and number of prospects in each pipeline stage. A final word of advice? Highlight testimonials from current members to show prospects visiting your website that your association is worth joining!