Association Leadership - May/June 2018 - 9

3 Ways to Use Testimonials to
Your Association's Advantage

1. To boost event attendance.
Events are likely one of your
association's biggest offerings, and you
need people to attend (for engagement
purposes, non-dues revenue purposes,
etc.). To bump up registration, why
not use member testimonials praising
last year's event? Ask a few of your
members who attended last year (if it's
a recurring event) how their experience
was and what they got out of attending.
(Note: If you can film their responses,
that's even better.) Then, place those
testimonials - one-by-one - in your
organization's newsletter, on the event
page of your website, in your pre-show
marketing emails, on your various social
media channels, etc.

If people can see that others actually
got something out of your event and
are looking forward to attending this
year's event, they'll be more inclined to
register, themselves. (FOMO at
its finest.)
*And tip: Be sure to capture a few
testimonials at your event this year, so
you can then do the same thing
next year.

©ISTOCK.COM/WARCHI

We now live in the review economy.
What does that mean, exactly? Well,
it means people - your members and
potential members - trust third-party
reviews more so than they do the
messages that come from companies
and organizations. In fact, 91 percent
of people trust online reviews, even
if they don't know the person/people
making those reviews. That means
your association can say something
100 times, but the second one of your
members says it (even if it's the exact
same message), it instantly becomes
more credible.
Why do we bring this up? Well, to
emphasize two points, really: 1) You
NEED to have member testimonials (if
you don't already), and 2) You NEED to
be using those testimonials as much as
you possibly can. (You may think having
them in one place - on your website,
for example - is good enough, but trust
us, there's way more you can be doing
with them than just that.)
So how exactly can you use member
testimonials to your association's full
advantage? Here are three primary
(and fairly easy) ways:

2. To encourage renewals.
Regardless of what industry you work
in, no one wants a high turnover rate.
But we realize, easier said than done.
This is another area, though, where
testimonials can really help. See, when
members go to renew, they almost
always evaluate what they got out of
the association the year prior. Did they
get anything out of their membership
with your association? If not, that's
not necessarily your fault. Maybe they
didn't attend your events or read your
association's members-only content.
Let them know - in a nice, roundabout
way - that the issue wasn't really with
you...it was with them.
How? By utilizing member
testimonials! Have a few of your
members speak to what value they've
gotten out of being a member of your
association. Did your training courses
help them get promoted at work?
Did they meet their current employer
through a contact at your association?
If your members see that, they'll think,
"Ok, other people are benefiting from
this. I want to as well."
*Tip: These types of testimonials
are good to have in both print and
video form. You can include the
videos in your renewal reminder
emails, but if you send out any mailed
renewal reminders, you can include a
printed, one-page testimonial sheet,
showcasing what others have gotten
out of their membership with your

association. (A lot more compelling
than just a printed renewal
reminder letter!)

3. To push membership
recruitment.
The testimonials we talked about in
point 2 - what other members have
gotten out of their membership with
your association - aren't just good for
renewals; they're good for retention as
well. See, training courses that led to
a promotion or a contact that led to a
new job are compelling testaments -
ones that will likely appeal to prospects
considering your association.
The difference between using these
testimonials for renewals versus using
them for recruitment is simply a matter
of where you place them. Like we
said, for renewals, be sure to include
them in your renewal reminder emails
and mailed letters, if you send those.
For recruitment, however, place them
on your website home page (where
prospects can immediately see them),
on your YouTube channel (if you have
one), and on your various social
media sites.
Get the word out there about the
value your association provides.
Coming from a third party, that type of
message is invaluable. - Callie Walker,
MemberClicks
MAY/JUNE 2018

9


http://www.ISTOCK.COM/WARCHI

Association Leadership - May/June 2018

Table of Contents for the Digital Edition of Association Leadership - May/June 2018

Homepage
60-Second Solutions
Ask a Hotelier
Tech Talks Recap
What Every Association Professional Needs to Know About Advocacy
Are There Blind Spots in Your Sexual Harassment Policies?
Email Phishing in the New Wild West
Identifying Email Risks to Your Association
Harness the Power of Your Publication
Meetings Minute
Destination Planner
New Members
Index to Advertisers
Backpack to Briefcase
Association Leadership - May/June 2018 - Intro
Association Leadership - May/June 2018 - cover1
Association Leadership - May/June 2018 - cover2
Association Leadership - May/June 2018 - 3
Association Leadership - May/June 2018 - 4
Association Leadership - May/June 2018 - 5
Association Leadership - May/June 2018 - 6
Association Leadership - May/June 2018 - Homepage
Association Leadership - May/June 2018 - 60-Second Solutions
Association Leadership - May/June 2018 - 9
Association Leadership - May/June 2018 - Ask a Hotelier
Association Leadership - May/June 2018 - 11
Association Leadership - May/June 2018 - Tech Talks Recap
Association Leadership - May/June 2018 - 13
Association Leadership - May/June 2018 - What Every Association Professional Needs to Know About Advocacy
Association Leadership - May/June 2018 - 15
Association Leadership - May/June 2018 - 16
Association Leadership - May/June 2018 - 17
Association Leadership - May/June 2018 - 18
Association Leadership - May/June 2018 - 19
Association Leadership - May/June 2018 - Are There Blind Spots in Your Sexual Harassment Policies?
Association Leadership - May/June 2018 - 21
Association Leadership - May/June 2018 - Identifying Email Risks to Your Association
Association Leadership - May/June 2018 - 23
Association Leadership - May/June 2018 - Harness the Power of Your Publication
Association Leadership - May/June 2018 - 25
Association Leadership - May/June 2018 - Meetings Minute
Association Leadership - May/June 2018 - Destination Planner
Association Leadership - May/June 2018 - New Members
Association Leadership - May/June 2018 - Index to Advertisers
Association Leadership - May/June 2018 - Backpack to Briefcase
Association Leadership - May/June 2018 - cover3
Association Leadership - May/June 2018 - cover4
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