Best Benefit Ever: Building Benefits Through Membership
Congratulations! You have a full suite of member benefits! Now, how are you spreading your membership message? One media association sets an example.
What’s the benefit? New York Women in Communications, Inc. (NYWICI) has a strategy that indirectly fuels many of its membership benefits. It’s currently promoting a discussion on reasons to join the organization that compliments an event focused on content marketing. So how is that a benefit to members? We cover plenty of discounts and resources in Best Benefit Ever, but it’s important to remember that the promotional efforts that go into stimulating membership growth can be benefits in and of themselves. And when you’re an organization that heavily emphasizes professional networking, member acquisition is doubly important.
TONIGHT! @NYWICI doubleheader w/ #contentmarketing program 6-8pm and #nywicichat 8-9pm about membership benefits. See…— NY Women in Comm. (@NYWICI) September 16, 2014
Why it works for members: For an organization like NYWICI, many of the benefits offered depend on strong member engagement. What good is a members-only online directory, for example, without a stream of new media professionals to connect with? How can its committees, which focus on sharing expertise and networking, provide value when their seats are empty? By funneling curious potential members from an interesting event to a discussion about the association’s many benefits, NYWICI creates an opportunity to make all of its resources stronger with each signup. And that, in turn, helps professionals get the most out of their membership.
Other benefits offered: NYWICI has a host of additional member-fueled benefits, from one-on-one coaching sessions, mentor opportunities, scholarships, and a career center. Uninsured members also get access to healthcare through the Transparent Healthcare Medical Network, a benefit of particular importance to young media professionals just getting their start in a competitive industry.