All of your association’s goals depend on getting people to take action. - You need new members to apply - You need current members to renew - You need people to attend your events - You need members to buy products or sign up for classes - You need advocates in your industry to mobilize for change Smart associations know this doesn’t happen by chance, or by simply blasting members with emails. It takes thoughtful planning and precise execution. When you hear about these core association goals, the part that is often overlooked is that most of these interactions with members and non-members begin with a landing page.

Email open rates have dropped for most businesses – hovering around 25%. That means for every 1,000 emails that reach a company’s target audience’s inbox, 750 of them don’t get opened.

Is your association looking to deepen relationships with prospects and members, but you’re struggling to make the most of your data?

You wouldn’t put on your favorite sports sweatshirt and head out to your yard with only a rake, would you? Even if that is how you did it growing up, you know that using only a rake means a lot of extra work and a sore back at the end of the day.

HighRoad Solution is excited to be a part of this year’s Fonteva Users Network Conference. This opportunity, to help the Fonteva community use marketing automation tools to increase membership, engagement, and revenue, is a highlight of our year!

There are specific actions that associations need people to take to meet their core goals – typically membership and revenue. For associations to “stay in business,” they need people to become members, remain members, sign up for programs, buy products, and register for events. Association marketing is all about getting members, prospective members, sponsors, and event registrants to take those actions. If every associations had all an endless marketing budget and an abundance of staff, making sure that those audiences got the right message at the right time would something that all association could do.