The MemberWise Network
MemberWise Network eUpdate
Issue 10
  March 2012
Dear Colleague 

Welcome to your March issue!

Spring is only 20 days away and we have another great update for you! 

This month we focus on a range of membership organisation and association-specific topics, including 'Way No 2' (of 10) to gain more members:

Focus on providing improved, enhanced and tangible value in return for membership subscription fees.

Other 'Hot Topics' include an update on the launch of our new website, key indicators on whether or not your member emails are really 'hitting the spot', an update on the development of our membership professional competency framework and a 'call to action' to celebrate membership marketing success.

Our network continues to gather momentum and on Monday we will welcome 100 membership and association professionals to our
Recruiting and Retaining Members During Challenging Times conference.

This eUpdate is kindly sponsored by leading CRM provider and Platinum Sponsor, Silverbear.

Our network is only as strong as our membership so please do 'pass the word' on to colleagues within your organisation!



Richard Gott
The MemberWise Network




In This Issue...
Ways to Gain More Members - Way No 2 - Generate Enhanced Value
MemberWise to launch new website
Email Analytics - What is a good open/clickthrough rate? We provide the answer.
Membership & Association Professional Framework gathers momentum!
MemCom Awards - Time for you to celebrate success!
Recruiting & Retaining Members Survey - Winners announced!
Dates for the diary - March

Ways to Gain More Members (No 2) - Generate Enhanced Value!

If membership of your organisation is not mandatory, you offer only status-driven benefits and membership is viewed as a 'nice to have' instead of a 'need to have' your days may numbered.  

Providing your members with an enhanced member proposition (MVP) is the key. I.e. You need to offer tangible and valued benefits in return for annual subscription fees.

So, if you are unsure if your member benefits really 'cut it' what should you do?

1) Evaluate your member benefits in assoc. your members

2) Seek informed help/advice from key stakeholders

3) Horizon scan to see what could be offered in the future

We believe it is important to ensure new and existing member benefits link directly to your core offering and 'quick fixes' are definately not the answer.

You can generate value in three ways:  


- Save member input. E.g. Time or money
- Provide relevant organisational outputs - E.g. Valued member benefits
- Enable positive outcomes for members. E.g. Increased income/improved quality of life.


Related resources: Take a look at our practical advice sheets...

MemberWise to launch new website!

In May the MemberWise website will be relaunched following 3 years of rapid organic growth.

new website screenshot
The new site will include a dedicated supplier directory instead of the current 'integrated format'.
We will also enhance other sections including our event calendar, information and advice.


This project has already been initiated however we are keen to receive subscriber feedback on what you like, what you don't like and suggestions for future developments.

You can join our 're-launch' user-testing panel or provide feedback by emailing

Email Analytics - Open/Click-Through Rates

Most membership organisations and associations market and communicate with members via email. FACT. However, what makes a good open/click-through rate?  

First let's define the above.

What is an 'Open' rate? The %/number of individuals you sent an email to who actually opened it.

What is a 'click-through' rate? The %/number of individuals that actually clicked on a link contained within it.

A high 'open rate' indicates your members are actually reading (or at least opening!) your emails. 'Click-through' rates provide a deeper insight and show that your members are clicking through to content and so should hopefully translate into an engagement indicator. It goes without saying that links should ideally be through to your site (something we need to improve on!).


Our LinkedIn group saw a big discussion on the topic and the conclusion was that:

20-29% - OK level of engagement
30-39% - GOOD level of engagement
40+% - GREAT level of engagement


We all need to remember that rates are not 100% accurate (e.g. someone may view your email in their Outlook preview pane and this doesnt register as an 'open'). However, compared to more traditional media email marketing analytics does provide a greater insights/understanding of the effectiveness of your communications.

Related resource: Getting to Grips with Email Marketing Advice Sheet (in association with dotMailer)

Membership & Association Professional (MAP) Framework gathers momentum!

In late January we held a focus group to evaluate the likely effectiveness of our draft competency framework.

The framework was compiled and consulted upon with key stakeholders including a number of high profile membership organisations, associations, Professional Associations Research Network (PARN), Trade Association Forum (TAF) and Institute of Association Management (IofAM).

Representatives included the Recruitment Society, Landscaping Institute and the Royal College of General Practitioners.

It was confirmed that the framework is fit-for-purpose, however a half-day consultation session will be held to aid the consultation process over coming months to ensure it is robust. Linda Cavender from TAF kindly agreed to host.

Watch this space for further information!

MemCom Awards: Time to celebrate your success?

For the second year running MemberWise is proud to be involved with the judging of the MemCom Membership Marketing Awards.

The theme of this years conference will be 'Cutting Edge or Cutting Back?' and will be held at the Institute of Directors (IOD) on 17th May.


MemComThe implications of doing more or standing still in mobile, interactive, new member categories and internationalisation.


For 2012 there will be a new format for MemCom with more opportunity for debate and a strategic agenda running in parallel with implementation workshops.

Attend either stream on the same day according to your marketing or membership role.


MemCom are pleased to offer MemberWise subscribers a discounted conference rate of 198 + vat for membership organisations and charities.

This provides access to the strategic conference, pre-lunch networking reception, exhibition, awards lunch and presentations and 76.50 + vat rate gives access to 5 workshop sessions. 

Marketing directors from organisations such as The Chartered Insurance Institute, the Royal Society of Chemistry, ACCA, The Caravan Club and the Royal Pharmaceutical Society have helped set the MemCom agenda with headline topics and debates and the day will be chaired by John Brindley, Director, Membership & Business, Institute of Physics.

For further information about this offer please email

Visit the MemCom website...
Recruiting & Retaining Members Survey - Winners Announced!

A big thank you to the 120 membership organisation and association representatives who completed our Recruiting and Retaining Members During Challenging Times survey.
Survey logo
The Results will be launched later this month with preliminary findings communicated by Abby Wright-Parkes, Optimist Consulting, at our Recruiting and Retaining Members During Challenging Times conference on Monday.


We are pleased to announce that two participants have won a 50 John Lewis voucher each:

- Isabel Moore, President, Institute of Tourist Guiding 

- Janice Liverseidge, Marketing & Membership Director, The Royal Society of Medicine.

Congratulations to both of our winning subscribers!

We will feature the survey results in next month's eUpdate, so please watch this space! 

Online Professional Networking Group - The latest discussions...

Our online professional networking group provides you with a unique opportunity to network with fellow membership professionals, as well as:

 Social networks logo

- The latest news & views within & outside of our sector
- Good practice sharing, case studies & news items
- Newsfeeds from key sector organisations

- Updates on MemberWise Network activity 


This month we highlight five 'hot topics':


1: Email Open & Click Through Results - (17 comments)
2: RSA is looking for a new venue for Winter conference (5 comments)

3: New Member/Diploma Ceremony benchmarking request (1 comment)
4: CRM/MRM supplier query (18 comments)

5: Social Media Guidelines/Policy signposting (1 comment)

6: CIBSE looking for data wearhousing/CRM systems

Join in the conversation right now...

Dates for the diary (March)

Check out the latest membership organisation and association sector seminars, conferences and events via the MemberWise event calendar.

Go to Events Calendar... 

We are always looking to develop and improve this e-update so if you would like to submit ideas/recommendations or enquire about sponsoring the next issue please get in-touch!


Yours Sincerely,

Richard Gott
The MemberWise Network

Our Sponsor

Silver Bear 

Silverbear deliver Membership CRM solutions for their customers.


Through a familiar interface using Microsoft Dynamics CRM, Silverbear offer greater efficiencies and provide membership organisations with an intelligent understanding of their members. 


This ensures the organisation a more connected, personalised experience, adding further value to their members, increasing their renewals and allowing them to focus on their membership strategy.  


Silverbear Membership includes event and conferencing, online applications, portals and financial integration, plus much more.


For further information visit the Silverbear website or call 01483 409409.

Featured on our website...

   This month we signpost venues for hire, including those owned and run by membership organisations and associations.


We have negotiated 10%+ off the following high profile venues:

British Dental Assoc.
York Conferences
MacDonald Hotels

Institute of Directors

National Media Museum
National Railway Museum

Royal Commonwealth Soc.

Science Museum


Find out more...

MemberWise website

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