Just last week I was speaking with a friend about her upcoming travel plans. She was frustrated because she had to separately convert points from her airline, hotel, and car rental loyalty programs individually. Hearing her story reminded me of the popular acronym KISS = Keep It Simple, Stupid! So why do customers have to jump through hoops to claim the benefit perks they’ve earned by committing to memberships?
As a marketer working with small non-profits in visual arts, retaining members (aka “Loyalty”) is critical to their survival. Oftentimes these organizations rely heavily on member dues, monetary gifts, and in-kind donations to sustain their institutions. To build loyalty with members what creative but inexpensive ways can these organizations show their appreciation? After all, existing members are their best influencers to generate growth (new members).
While the majority of small non-profits do not have the budgets to offer their members elaborate gifts, here are things to consider when appreciating members for their loyalty.
KNOW WHAT MOVES YOUR MEMBERS:
In their 2007 Harvard Business Review (HBR) article “Understanding Customer Experience”, authors Andrew Schwager and Chris Meyer warn against a company’s “lack of attunement to customers’ needs.”
Example: While a $25 gift card to Publix would be warmly received by a museum member, why not instead invite them to an intimate members only meet & greet with one of the artists whose pieces are part of the collection? Knowing your audience (attunement) shows members that the organization understands what is valuable to them.
NEVER ASSUME A MEMBER WON’T LEAVE:
In a separate 2021 HBR article entitled “Why Customer Loyalty Programs Can Backfire”, Janey Whiteside, then chief customer officer at Walmart, stated “If you violate emotional trust, you might lose the customer forever”. Members have expectations about how they should be treated and serviced. If there is no difference between how members and everyday visitors are treated, it can damage the way your previously loyal members now view your organization.
Example: Members should not have to wait in line to enter the museum. By creating a dedicated member’s only check-in area (as simple as a separate attendant off to the side of the regular visitor tickets lines), this no-cost member benefit starts their visit off warmly from the moment they step in the door.
RECOGNIZE LOYALTY BY INTEGRATING IT INTO BUSINESS AS USUAL:
Elevating a member’s experience as part of a museum’s day-to-day operations reinforces the institution’s commitment to member appreciation. Members like to stand out from the crowd so develop easy and inexpensive ways to show gratitude as part of the organization’s business as usual.
Example: When a member plans to visit the museum, they have a special members only phone number or email address they can use to alert the staff to expect them (along with any guests – potential new members – they bring along). Once they’ve arrived give them a special member lanyard or member button to wear while they walk through the galleries. Another best practice is to teach all staff and volunteers the Ritz-Carlton’s “Our Three Steps of Service” model (or similar) so they can integrate these principles into their everyday moments with members.
By integrating simple acts of member appreciation into any non-profit organization’s day-to-day business, the investment in having happy and satisfied “influencers” that remain loyal to your institution are the best cheerleaders and drivers of growth.