The “Experience MLA” campaign raises member retention numbers beyond objectives

Tomorrow’s members engaged

 

  engagement

Engagement
45 engaged net promoters generating 3.7% increase in community participation

 sponsors

Revenues
2% increase in individual renewals generating 11.5K USD

 

   
guests

Communities

306 community memberships 

           

 

In 2021 The Medical Library Association (MLA) launched for the first time the "Experience MLA" campaign with two targets in mind: secure renewals and recruit new members. The campaign ran for an entire month with many incentives on the public page to encourage visitors to try the free membership, and for members to experience member value they may not be aware of. At the core of the experiences were the MLA communities. Some 45 of them organised events during the campaign month, ranging from pure networking to speakers, panels and more. The strategy was to have the individuals join communities and connect with members, all of that for free. MLA sent weekly emails that identified all of the week's activities, which made it easy to participate.

By offering seamless user experience (UX) and by focusing on the individual vs the organisation's objectives, the campaign reached financial objectives beyond expectations. The support of the communities as net promoters via both their activities and peer-to-peer contact was also a key element in the campaign's success.
  

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