Tuesday Buzz: The Loyalty Program Buffer

Why your loyalty program could soften the blow during a brand crisis. Also: Think of your website as the foundation of a home.

It’s inevitable: Something will happen to your organization that puts negative attention on your brand.

And the criticism, whether on social media or elsewhere, may prove tough to bounce back from. One thing that might help is the existence of a loyalty program of some kind—and the data it provides. In an interview with BizReport, Points Vice President of Marketing Danielle Brown makes the case that loyalty programs can be a defensive shield of sorts.

Loyalty programs who go above and beyond to cater to their members’ needs won’t necessarily end up with the short end of the stick in a time of crisis. For example, brands who tap into consumer data can build relationships on a more personal level. From making recommendations based on redemption history, to sending targeted offers based on inferred preferences, brands can meet consumers needs and desires. And even when their image may be in bad light, loyalty programs help keep a customer around.

She goes on to say that building such strong relationships is “a two-way street” that requires a program built on a “foundation of mutual value and engagement, so that it can withstand even the slightest hardship.”

Her point is directed at for-profit loyalty programs, but there is much that applies to associations. Strong relationships will get you through the storm.

Your Digital Home

Your website takes on a lot of roles. How do you manage all those roles so the site is a full piece?

At Kivi’s Nonprofit Communications Blog, Timshel Director of Marketing and Communications Elizabeth Brigham compares the process of building a website to putting together a home—one that is defined by its ability to bring together a broader community. But, just like a home, you still have to worry about building for utility.

“If you’re thinking about building your site from scratch or just redecorating, make sure you’re developing a strategy for your digital home as a whole—the rooms, the foundation, the utilities,” she writes.

Check out her full post for more.

Leverage the trends: At the Feverbee blog, Rich Millington offers tips for embracing trending topics in an online community.

As any Amazon Prime member can tell you, this online shopping thing is no fad. A new report from Pew points out that 80 percent of Americans have bought something online.

Manage risk: At the Canadian Society of Association Executives’ blog, Steven Trustrum makes the case for a volunteer risk management plan.


Ernie Smith

By Ernie Smith

Ernie Smith is a former senior editor for Associations Now. MORE

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