How NASN Used Simple Automated Community Emails to Grow Membership
Tags: Marketing Automation, Member Acquisition, Professional Associations
The Opportunity
NASN wanted to boost its membership, but staff didn’t have time to do a lot of manual work.
The Solution
They used Higher Logic’s automation rules from the online community to run a membership campaign, personalized to different member segments, which increased membership and revenue, all while saving staff time.
The Results
32%
conversion rate
on a single email send to lapsed members
7.8%
conversion rate
for non-members who had logged into the community in the last 6 months
“I’m pretty amazed by the results from this automated campaign, because these people have never been members before, and the message is basic – the value proposition is simple. It didn’t take any time to put together but it had a huge positive impact.”
Manual Tasks Created a Clunky Renewal Process
NASN wanted a better way to increase membership sign-ups and renewals. Like many associations, they have different audience segments and wanted to reach each segment with messaging personalized to them – for example, with nonmembers, they wanted to differentiate between those who had a previous member history and those who were brand new. But that often required manual tasks and was hard to track successfully. To solve for this, they decided to use community automation rules to make that level of segmentation easier.
Use Automation Rules to Reach Community Users
NASN ran a series of automation rules in their Higher Logic Community to target their segments with personalized messages. Thanks to NASN’s public-private community setup, which allows anyone in the industry to create an account, the team can use automation rules to engage both member and non-member community users.
Grow Membership with Simple Automated & Segmented Emails
With automation rules, NASN uses the data from their online community to efficiently reach users about association membership, and they’ve seen amazing results. They increased membership and revenue, all while saving staff time. They saw a 32% conversion rate on a single email send to lapsed members and a 7.8% conversion rate on a campaign they ran for non-members who had logged into the community in the last 6 months!
About The National Association of School Nurses (NASN)
The National Association of School Nurses (NASN) is committed to optimizing student health and learning by advancing the practice of school nursing. NASN has more than 16,000 members and 50 affiliate school nurse organizations. They use Impexium as their member database.
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