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Meet Our Customer
The National Association of School Nurses (NASN) is committed to optimizing student health and learning by advancing the practice of school nursing. NASN has more than 16,000 members and 50 affiliate school nurse organizations. They use Impexium as their member database.
NASN wanted a better way to increase membership sign-ups and renewals. Learn how they used simple automated community emails to accomplish their goal.
Higher Logic Products & Services
Opportunity
Manual Tasks Created a Clunky Renewal Process
NASN wanted a better way to increase membership sign-ups and renewals. Like other associations, it had to reach segments of its audience with different messages, which often required manual tasks and was hard to track successfully. NASN wanted to approach nonmembers and members differently; among nonmembers, it wanted to differentiate between those with a previous membership history and those who were brand new, a level of segmentation made easier with community automation.
Strategy
Use Automation Rules to Reach Community Users
NASN ran a series of automation rules in their Higher Logic Community to target these segments with personalized messages. Thanks to NASN’s public-private community setup which allows anyone in the industry to create an account, the team can use automation rules to engage both member and non-member community users.
Results
Grow Membership with Simple Automated & Segmented Emails
With automation rules, NASN staff can use the data from their online community to efficiently reach users about association membership, and they’ve seen amazing results. By using Higher Logic’s automation rules tool in the online community, NASN increased membership and revenue, all while saving staff time. Check out a couple of their automation rule results:
- 32% conversion rate on a single email send to lapsed members
- 7.8% conversion rate for non-members who had logged into the community in the last 6 months
“I’m pretty amazed, because these people have never been members before, and the message is basic – the value proposition is simple. It didn’t take any time to put together.”
Sharon Conley Web-Based Technology Director, NASN
