Higher Logic has over 10 years of expertise in the engagement space. Get in touch to learn how we can help you communicate more effectively with your members.
Meet Our Customer
The Florida Association of Insurance Agents (FAIA) is a nonprofit state trade association of insurance agencies and the central source of information for nearly 2,000 independent property and casualty agency members. They use iMIS-ASI as their member database.
FAIA wanted to switch from a one-off email strategy for member renewals to a planned, ongoing email campaign approach. Learn how they did it.
Higher Logic Products & Services
Opportunity
Difficult Member Renewal Process
In the past, FAIA’s membership department had three huge renewal mailings and still had to chase down renewals. Before setting up an online renewal process, members had to fill out a web form that was emailed to membership, who then had to manually enter information into the database. FAIA set a goal to increase online membership renewals.
Strategy
Automate an Email Campaign for Renewals
FAIA built an automated membership marketing strategy that included four new automated campaigns. When they launched their automation strategy, they created four new campaign types that covered all the bases: re-engagement, past member recruitment, new members, and membership renewal. They wanted less random and more strategic member outreach.
Results
More Efficient & Engaging Member Outreach
Almost all direct mailings were eliminated and replaced with an automated renewal campaign, touching on notice of renewal, expiration reminder, and overdue payments. The campaign yielded 172 renewals ahead of schedule and also led to:
- 201% increase in email engagement
- 40% online renewal conversion rate
- 2-3 hours of staff time saved per day
“Marketing automation gives us the opportunity to create a more thoughtful and effective process.”
Sue Ray Communications Director (Former), FAIA
