Resolution Institute Increased Their Member Upgrades By 1950%

Resolution Institute conducts periodic outreach to encourage members to upgrade from a Professional membership to a Fellows membership for a small increase in fees. This membership is only available to members who have been in the industry for more than five years and gives advanced members the chance to celebrate their experience, advance their engagement, and signal their expertise.

They decided to use Higher Logic’s marketing automation tools to improve their member upgrade outreach, which resulted in both time savings and a drastic improvement in results.

Previously, contacting members to upgrade was manual and Resolution Institute could only blast one message to all members. Now, with Higher Logic’s marketing automation tools, they’ve created a report that funnels eligible members into a targeted group for an automated upgrade campaign. They also added a field in members’ profiles where they track years of experience so they can personalise the email messages in the campaign, calling out each individual member’s journey.

If a member clicks through a message in the campaign to submit an upgrade application, they’re also automatically removed from the rest of the campaign so that Resolution Institute doesn’t make members who take action feel unseen.

One of the best things about the campaign is that they can just set it and let it do the work, which gives their team more time to promote this campaign, and other work the association is doing, through social media and their other marketing channels.

Amanda Dollman, Resolution Institute’s Marketing and Communications Manager also shared how ‘Using the web tracking tool in Higher Logic Thrive Marketing has created a gold mine of data for our marketing team. We’ve been able to track 2,700 specific users who’ve logged more than 40,000 sessions and visited more than 100,000 pages. Being able to see what members are engaging with gives us data to incorporate in our marketing to improve targeting and personalisation.’

Resolution Institute is the largest dispute resolution membership organisation across Australia and Aotearoa New Zealand. Their membership includes over 3000 mediators, conciliators, arbitrators, expert determiners, adjudicators, restorative justice practitioners and other dispute resolution professionals. They offer membership benefits and services including industry-leading training and accreditation, online learning, continuing professional development, and wide-ranging nominations services.