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How ASCP Improved the Renewal Process with Automated Email Campaigns

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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.

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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.


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.


“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

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