Congratulations – your Digital Membership program is up and running! Now, you want to ensure your valued membership base gets the news, and is fully empowered to install their digital card and access their membership benefits.
If you’re looking to increase the adoption rate of your digital membership cards after you launch, here are 5 easy communication strategies that can help set you and your members up for success with digital!
Promote Your Digital Membership Program on your Website
One of the easiest ways to get the word out about your Digital Membership Cards and increase your adoption rate is to keep your website updated with information about the new cards. There are a number of ways to do this.
Many organizations, including CuriOdyssey and the Adventure Science Center have chosen to highlight Digital Membership Cards as a membership benefit.
Photo Credit: CuriOdyssey Membership Site
Many organizations also craft special language to promote their cards using a benefits-driven approach. Depending on your mission and what values resonate with your members, you may want to emphasize the environmental benefits, convenience, easy access, or COVID-friendly aspects of switching to digital when promoting the cards on your website.
Check out the Virginia Living Museum for an inspiring example of how to take a benefits-driven approach!
Photo Credit: Virginia Living Museum Membership Site
You may consider creating a dedicated webpage on your website focused on digital membership cards, like the High Art Museum did! This page includes clear details about the benefits of the digital membership card as well as an FAQ and installation video.
Photo Credit: High Museum Membership Site
Finally, don’t forget or neglect your website’s Digital Membership FAQ page! If you find yourself receiving the same questions repeatedly from your members, consider adding to or amending your FAQs to better anticipate your members’ needs and concerns. For examples of top-notch FAQs, check out the Fernbank Museum or Phipps Conservatory!
Create a Tutorial Video to Promote and Guide your Members
If you’re looking to boost Digital Membership Card adoption rate, quell concerns from members, and support your constituents along the transition to digital, it’s never too late to make a tutorial video. Most modern smartphones are equipped with a screen-recording feature, making it easier than ever to create a tutorial video that highlights just how easy it is for your members to download their digital card.
Tutorial videos, in addition to supporting your members, can double as an engaging promotional tool across social media and communication channels!
If you don’t know where to start with your video, check out the UTSA Alumni Association, Frist Art Museum, or Seattle Art Museum for some inspiration!
Don’t Underestimate the Value of Continuous Promotion
When it comes to driving awareness and adoption of your digital cards, don’t underestimate the importance of continuous promotion!
For example, perhaps you sent an announcement to your members right when you launched your new digital cards. While this is an excellent way to get the word out, you may also want to consider continuously promoting your new digital cards in the updates, e-newsletters, and other content-based emails that your members receive regularly.
If you frequently send members information about upcoming programs, exhibitions, and opportunities, add in a brief section about your new digital cards for several months after your initial launch!
With these small reminders, you can magnify your reach and ensure that all of your members receive this important information about your new digital offerings.
Keep Posting on Social Media
The same goes for your social media channels! Since the COVID-19 pandemic began, many organizations upped their activity and engagement on social media, making these increasingly important means to get the word out about your new digital cards.
When it comes to spreading the word, you don’t have to limit-yourself to one or two posts on Facebook, Twitter, or Instagram. Just like in your newsletter, it can be beneficial to post regularly about your new Digital Membership cards for several months after your launch, in case members miss email announcements.
If your museum or institution has a reopening date or a new special exhibition, this can also present an opportunity to promote your cards again. For example, the Washington State Historical Society ramped up their social promotion to coincide with their reopening date, and the beginning of an exciting new exhibition.
Social media also offers a chance to experiment with your messaging to find what resonates with your members. For example, you may post multiple times on social media to highlight the environmental benefits, contactless entry for members, new convenience, easy access to reciprocal institutions, and more!
Make the Most of Virtual Member Events and Programs
Since the escalation of the pandemic, many cultural organizations and membership organizations have begun or increased virtual events and programs for members. From the Virginia Museum of Fine Arts’ “Cocktails with the Curator” series to the Exploratorium’s exclusive online programming, there has been a sharp rise in opportunities to connect with members virtually.
These virtual programs and events are an unmatched opportunity to communicate with an already captive and engaged audience of your membership base – so make the most of them!
If your organization regularly hosts online programs for members, this is an ideal time for a brief announcement about your new digital cards. At the beginning or end of your virtual event, consider including a short reminder about Digital Membership Cards, and invite your members to head to your website or reach out with more questions.
The switch to digital is an exciting, ongoing journey, so don’t stop promoting your cards after your initial launch! By being attentive to your website, taking a benefits-driven approach, and leveraging communication channels like email, social media, and virtual events, you can continue to increase your digital membership card adoption rate months after you first roll out your new initiative! For more information, download our Guide: How to Launch & Succeed with Digital Membership Cards in 6 Steps.
Looking to upgrade your membership program? Reach out to Cuseum today!