5 Mistakes That Haunt Associations When Using Their Membership Database

5 Mistakes That Haunt Associations When Using Their Membership Database © WebLink International

5 Mistakes That Haunt Associations When Using Their Membership Database


Session Agenda

• 5 Mistakes

• Examples

• Solutions

• Bonus Mistakes

• Get a Copy of the Presentation


About Me

• Curt Moss, Senior Product Marketing Manager @ WebLink

• 12 years at member-based orgs – Las Vegas Chamber of

Commerce – Chapter of National Safety

Council • 7 years @ WebLink

– Faculty for W.A.C.E. – Present at association and

chamber conferences

linkedin.com/in/curtmoss

linkedin.com/company/weblink-international

http://www.linkedin.com/in/curtmoss

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About WebLink

• SaaS Company (Software as a Service), Leading Software Provider to Chambers of Commerce and Business Associations

• Established in 1996, 60 Employees, based in Indianapolis, IN

• 94% Customer Retention Rate

• Based in Indianapolis, Indiana

• 94% Customer Retention Rate


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Do you use association management software to manage your organization?

We use something like Excel or Access to manage our

members 13%

We use a completely out

of the box solution

8%

We use an out of the box

solution with some

customization 44%

We use a custom solution

built for our organization

27%

I'm not sure 8%


How many paid staff members does your organization have?

1-3 36%

4-10 34%

11-25 18%

26-49 7%

50+ 5%


Is your database integrated with your website, events, finances, and email communications?

Yes, our database is completely integrated.

25%

Our database is somewhat integrated.

46%

No, we use separate

systems to manage our

organization. 29%


Your association database is the single most important asset your organization owns.


Most Associations Don’t…

• Hold Patents • Manufacture Products • Create Proprietary

Information • Conduct Extensive

Research


The collection of data in your membership database IS a propriety asset.


Your membership software contains…

• Contact information • Employees • Billings, invoices • Contact history • Committees • Reporting • Much more…


Your data is crucial to your organization’s success.


5 Mistakes That Haunt Associations When Using Their Membership Database

Mistake #1: Secret lists


Mistake #1: Secret lists

• Excel files used as a management tool

• Notes outside your system

• Board members, committees

• Members who want X or are interested in Y


How secret lists will haunt you

• Two (or more) systems to update

• Out of sync, errors • Sharing list is hard • Multiple versions of

documents


The solution

• Membership management software – Tags – Groups – Codes – Custom Fields – Related Profiles – Relation types – Segmentation

Mistake #2: No database-website integration


Mistake #2: No database-website integration

• Manually update directories, events, lists

• Send to vendor to update “ASAP”

• Online event registration is not seamless


How a lack of database-website integration will haunt you

• Out of date information • Errors • Unhappy members • Additional work • Less time focusing on

driving value for members


The Solution

• Full integration • Instant updates for

member listings • New members get

exposure & benefits immediately

• Update once, reflect in many places

• Staff is happy, members are happy

Mistake #3: Not having all the staff use it


Mistake #3: Not having all the staff use it

• Staff doesn’t have access

• Refuse to use • Can’t get to info • Can’t create info • Non-users ask others

for info • Time-waster


How only having some staff use your system will haunt you

• Team can’t move towards same goal

• Can’t share information effectively

• Additional work for users

• Inefficient


The Solution

• Everyone has a login • Everyone is trained • Get the information

they need • Give information others

need • Find ways to use it

MORE

Mistake #4: Sharing logins


Mistake #4: Sharing logins

• Generic logins – Admin – Marketing – Intern

• Share another user’s login


How sharing logins will haunt you

• No audit trails of who changed data and when

• Can’t gauge which staff needs more training

• Can’t collaborate effectively


The Solution

• Unique logins • User roles • Training • Management

commitment to use the system to deliver value

Mistake #5: No documented data entry policies


Mistake #5: No documented data entry policies

• Addresses • Abbreviations • System Code • Nomenclature • Notes fields vs. choices • Procedures


How a lack of data entry procedures will haunt you

• Hard to report on • Errors • Inconsistent data entry • Additional work • Can’t manage

effectively


The Solution

• Document processes • Collaborate • “Desk notes” • Job shadowing • Cross-training


Bonus Mistake #1: Not Recording Conversations


Bonus Mistake #1: Not Recording Conversations

• Copies of emails sent to members

• Notes about conversations

• Agreements or disagreements

• Issues/resolutions


How not recording conversations will haunt you

• He said, she said • Finger pointing • Reflects poorly on your

organization • Impossible to share

information needed • Historical data will not

exist


The Solution

• Membership management software/CRM

• Easily record emails, calls, discussions

• Track by type of contact, by user, date

• Reporting & visibility


Bonus Tip - Use your AMS to store members’ profile data


Bonus Tip – For your members

Add members’ social media links on their listing on your website. Connect them with potential customers.


WebLink Connect

• List & group management

• Fully integrated database & website

• Audit trails for unique logins

• Record & report on documented conversations

• Advisory services for process improvement and documentation


WebLink Recap: An Integrated Solution

• ONE web-based centralized database

• Prospects, members, non-members and all reps in same system

• Financials, events, email, committees, website, reporting

Central DB

Financial System

Website

Email Marketing

Members

Events

Prospects


Association & Chamber Websites

• 500+ client websites • WebLink Local business

directory drives 67% increase in traffic from organic searches

• Adds value for members • Non-dues revenue • Responsive website

design


iPad App for Mobile Commerce

• Sell memberships • Event registrations • Integrated credit card

reader


3 Questions


Webinar Recap

• We will email copy of presentation to attendees

• Link to video recording of webinar

• Please let us know if you have any questions


Happy Halloween!

WebLink International 3905 W. Vincennes Road, Suite 210 Indianapolis, IN 46268 P 317-872-3909 | 1-877-231-4970 | F 317-872-3929 www.weblinkinternational.com

Curt Moss Senior Product Marketing Manager [email protected]

http://www.weblinkinternational.com/

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5 Mistakes That Haunt Associations When Using Their Membership Database