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Meet Our Customer
The American Society of Consultant Pharmacists (ASCP) is an international non-profit membership association representing pharmacists, health care professionals, and students serving senior citizens. They use YourMembership as their member database.
Christine Polite, Senior Director of Communications, and her team created a streamlined, segmented communications strategy that demonstrated the value of ASCP membership — all automated with Higher Logic.
Higher Logic Products & Services
Opportunity
Rethinking Membership Renewal
ASCP’s marketing team felt like they had to constantly chase their members down for their renewals, with campaigns that stretched into a 90-day grace period after the renewal date. This meant that some members were getting 15 months of membership for the price of 12 – and ASCP was losing out on the revenue. They needed to rethink their renewal campaign, shorten the timeline and send targeted, relevant emails to those most at risk of churn — but with such a lean team, they felt overwhelmed by their existing manual process for email sends.
Strategy
Personal, Purposeful Communications
ASCP created a communications strategy that segmented members based on their existing behavior, encouraging more engagement with their products before asking for that all-important renewal. Using Higher Logic’s Communications tools, they created a nurture campaign of 10 automated messages, segmented by active vs. inactive users. By focusing on value-driven messaging, the team created personal, purposeful communications that dramatically improved the membership renewal process. And using Higher Logic technology, they were able to automate the entire process, making it easy to send relevant, targeted email campaigns at scale.
Results
Streamlined Renewal Process
- Shortened grace period for renewal from 90 days to 15 days
- Curbed procrastination and unwanted member behavior for timely renewal process
- Gained efficiency, streamlining staff time and smoothing cash flow
- Created personalized, value-added messaging that averaged 46% open rate
“If you’re going to ask someone to do something that’s different than their current behavior, you have to provide motivation. We started with reminding people what the value of ASCP is and trying to get them engaged to get more out of their membership. We wanted to make this an automated process that took less staff time, but also didn’t suffer in terms of personalization and talking to our members in a natural way. Higher Logic’s Communications platform made it easy.”
Christine Polite Senior Director of Communications, ASCP
