---
title: "Rules of Engagement: A Digital Welcome"
id: "40676"
type: "post"
slug: "rules-of-engagement-a-digital-welcome"
published_at: "2017-12-01T09:30:18+00:00"
modified_at: "2017-12-01T09:30:18+00:00"
url: "https://associationsnow.com/2017/12/01/rules-of-engagement-a-digital-welcome/"
markdown_url: "https://associationsnow.com/2017/12/01/rules-of-engagement-a-digital-welcome.md"
excerpt: "A welcome e-kit saves time and money while deepening engagement. Learn what the Ontario Trial Lawyers Association included in theirs."
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  - "Membership"
taxonomy_post_tag:
  - "AssociationsNow"
  - "Membership"
  - "onboarding"
  - "reengagement"
taxonomy_content_format:
  - "Article"
taxonomy_role:
  - "Association CEO / Executive Director"
  - "Director"
taxonomy_persona:
  - "Association Professionals"
---

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 » Rules of Engagement: A Digital Welcome

The Ontario Trial Lawyers Association wanted to increase engagement with first-time members but also save time and money on its welcome kit. It wasn’t an easy challenge, especially when one-in-three OTLA members typically will not renew, says Membership Development Coordinator Jeff Hanlan.

The solution: Go digital. Hanlan stopped mailing welcome kits and opted for email. “Our members were immediately interested in the e-kit, mainly because it was timely and relevant,” he says. “After year one, we had about a 50 percent open rate and a 40 percent click-through rate, about twice the industry average.”

Here’s what goes into the welcome e-kit:

**1. Message from the president.** A personalized note from OTLA’s president talks about the value proposition of membership. “Keep that message short and concise to let the member know you’re here to help,” Hanlan says.

**2. Link to top benefits.** New members want access to the best benefits. OTLA’s e-kit links to the four benefits that members have said are most valuable: a member listserver, a lawyer directory, continuing legal education courses, and a dashboard for news and information.

**3. Provide a direct phone line.** Switching to email doesn’t mean you cut off other communications. Hanlan lists his phone number at the bottom of the e-kit. He also follows up with each new member on a check-in call one month in, which is followed by a one-on-one call from a member volunteer.

(AdrianHancu/Getty Images)

[Tim Ebner](https://associationsnow.com/author/tim-ebner/)

Tim Ebner is communications director and press secretary at the American Forest & Paper Association in Washington, DC. He is a member of ASAE’s Communication Professionals Advisory Council and a former Associations Now senior editor.

[More articles by this author](https://associationsnow.com/author/tim-ebner/)

Tags: [#Membership](https://associationsnow.com/tag/membership/)
 [#onboarding](https://associationsnow.com/tag/onboarding/)
 [#reengagement](https://associationsnow.com/tag/reengagement/)

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