Sometimes an association can try almost everything to engage its members but still miss a key marketing tool. Many of the methods associations use to help members 1) see what it’s is doing for them and 2) partner more closely with its mission, just might not be enough. Using consistent, high-quality video to inform and educate members has been proven as one of the best ways to engage the membership of any association.
Using video like this monthly membership video for the Metal Treating Institute will help you connect deeply with your members, highlight important issues and upcoming events, and create new sources of non-dues revenue.
Connect with Members
Video has the ability to tell your association’s story in a way that inspires as well as informs. Not only that, but videos have the highest engagement rates out of all communication media. No association can undervalue the power of connecting directly to members through production-quality videos.
Providing a monthly update to members about your association’s pursuit of its mission will educate your members, entertain them, and lead them to take action.
Highlight Issues and Events
When your members anticipate your regular monthly videos, you have the opportunity to promote upcoming events and key issues for your association. By promoting your events and conferences in an engaging and enjoyable way, attendance will increase at your events, which leads to increased sponsorships and revenue.
Monthly videos also allow your association to bring key issues or even legislative matters to the attention of your membership. If a crucial piece of legislation is up for discussion, consistently informing your members through videos is the best way to inspire action.
Create Non-Dues Revenue
Producing regular monthly videos to educate and entertain your members can lead to new partnerships with qualified vendors and associated businesses. Your membership represents an attractive market for many products and businesses are willing to pay for access, just like a sponsorship in a conference. The key to making this work is a careful balance between information and entertainment.
Including a helpful services or products segment to your monthly membership video production will not only help your members, but also provide a much needed non-dues revenue source to offset the cost of video production.
Phone calls, email blasts, websites, and direct mail are all important pieces of your association’s outreach efforts. However, taking your engagement strategy to the next level can yield real benefits.
Producing monthly, production-quality videos, designed to inform and entertain, will connect deeply with members, inform them of critical issues and events, and provide a stable stream of non-dues revenue. If you want to know more about how to make your own monthly videos, ask a question in the comments or shoot me an email, I’ll be happy to answer your questions.
If your just looking for ideas on how to use video for your association check out our list of the Top 25 Videos Every Association Should Have.