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As one of the latest mainstream marketing channels that associations are using, video provides a great marketing opportunity in the membership recruiting and retention areas.
Using video in membership recruiting retention and fundraising is an extremely powerful added channel to your marketing mix. Before, a written copy would have to be created of value equations that equated benefits and services to dues in a quantified format to raise the visibility and "connectedness" of a benefit's value to dues. Now, take that quantified value equation one step further into the video testimonial space for a greater impact.
At first glance, it might appear easy to do, but to be successful with your target audience, the testimonial needs to quantify, in some way, the benefit or service in question. This can prove extremely difficult with intangible products and services such as the worth and value of government relations, or why public relations is so important to the industry or profession.
Done correctly and using the right “personality” to broadcast the message, this type of marketing can be very convincing for viewers to “take action,” which in this case means renewing or joining as a result of the sell.
Think about using video to enhance your recruitment, retention and fundraising efforts, as the visual impact of members "telling their stories” and illustrating quantified savings has so much more of an impact on a viewer than copy does to a reader.
Carey is lead strategist for Association Management + Marketing Resources, Bethesda, Md. Contact him at firstname.lastname@example.org. AMMR is full service association management consulting and research firm.