• CRM ​FOR Business Associations

    MORE THAN ANY OTHER TYPE OF ORGANIZATION, BUSINESS ASSOCIATIONS MUST MAINTAIN CONSTANT AND FOCUSED CONTACT WITH THEIR CONSTITUENTS

    • Recruit New Members
    • Retain Current Members
    • Serve Your Sector
    • Grow Your Association
    • Optimize Scarce Resources
    • Impress Your Stakeholders and Donors

DOES THE FOLLOWING SCENARIO SOUND FAMILIAR?

You are a membership-based business association, and …

  • You need to remain connected with your members and constituents at all times
  • You need to remain relevant, influential, and your voice must be heard
  • You need to keep your members interested, aware of the great work you are doing, and engaged with their association
  • You need to be recognized and acknowledged as the representative of your sector and members
  • You must remain sustainable and generate income from multiple sources at a healthy mix to mitigate the risk of dependency

AND If your business needs are not met, then …

  • You will not really be able to understand what your members expect from you, and why they need your association to exist
  • You won’t be able to detect members that may leave soon and take proactive actions to prevent that from happening
  • You may continue providing members with valuable services even long after they have canceled their membership
  • If your associations’ outreach and inclusivity weakens beyond a certain point, stakeholders (i.e. government) may not revert to you for consultations on sector-related matters …
  • … and then, some sector stakeholders may decide there’s a need for a stronger representative and launch another competing association that serves the same constituents!

But …

  • Your resources, whether financial or human, are limited and must be allocated very wisely
  • Whatever time and funds you have should really be spent on association programs that benefit the sector and members
  • Technologies that can help you in managing your members more effectively are expensive and complicated (or are they?)
  • You don’t really know where to start, and you don’t really want to loose too much time over it because you prefer to engage in activities that serve your members
  • You know that all other associations suffer from the same symptoms, so why should yours be any different?

DON’T DESPAIR … THE SOLUTION IS READILY AVAILABLE AND VERY EFFECTIVE

What you need is a member relationsHIP management System …

  • Well, actually they’re called CRMs - but “Members” is a more adequate term for your association, right?
  • A MRM system is the consolidation point where everything you have and know about your association’s stakeholders such as members, leads, prospects, government representatives, vendors/ service suppliers, and others come together and provide business intelligence that you can use to grow your association’s success, outreach, and impact.
  • Amongst many others benefits, through your MRM, you will be able to communicate with your members in a more focused approach so you are not sharing “everything with everyone”, and only share with each member just about the information he/she is primarily interested in and cares about (i.e. business opportunities, legislative changes, marketing trends, etc.)

And here's Why having one - a MRM - is so important for you …

Association contacts are association property
Whether members, stakeholders, or peers, your contacts and all their details belong in a place that everybody has access to and can at the very least be viewed for different business purposes, such as keeping track of when you met last with each member, calls made, emails sent and received, etc.
Data must be kept up-to-date and accessible at all times

More often than not, we see associations who continue providing their services to members who are actually no longer members. Why? Simply because an over-worked membership officer did not have a central place to update the member’s record and simply made a note in an Excel file that’s saved on their desktop, but to which your accountant has no access of course.

The sales funnel must be kept live and up-to-date

The word sales doesn’t sit all that well with many business associations. But let’s face it, you are in the sales business as much as anyone. In fact, your environment is actually much more competitive than any regular business sector because you compete with many other associations on membership dues. Hence, a sales funnel - or membership recruitment funnel if you prefer to call it that - must be continuously nourished and fed with fresh leads and opportunities.

Proactively identify potential deflectors
Members who are about to leave the associations usually become very quiet and disconnected. With a MRM that’s well fed with data, it becomes rather easy to detect those at the early stage and take preventive measures such a personal visit by the CEO to brief them about all the great services they are not taking advantage of.
Unify and consolidate the tools in your marketing arsenal

There’s no better place than your MRM solution for that. Not only do you ensure that everybody uses the same communication templates and even the same tone of voice, but you also guarantee that only the latest versions of your various membership kits, position papers, and associations collaterals are used by your team.

Save a great deal of valuable time


MRM’s come with a bunch of important business tools that can save your team a great deal of time. In essence, any business task or function that is repeated over and over is classified as redundant and must therefore be automated, such as annual membership invoices, statements of accounts, dispatching newsletters, etc. This will not only free up your team's time, but ensure and provide consistency and harmony across your marketing, sales, and business functions so your organization comes across as the professional association that it is.

Full access to members’ data remotely

MRMs enable your membership officers to view and access the data remotely, which is especially critical when meeting with a member at his/her office to review your association’s performance and the member’s perception thereof. The officer (or you) will see how many associations functions the member (or their staff) have attended, how many newsletters were received, opened, and clicked, and basically the extent to which this particular member has been benefiting from his/her affiliation with your association. Talk about effective member retention practices!

THE PERFECT CONFIGURATION OF YOUR MRM SOLUTION

A CRM - THE CORE OF YOUR MRM ECO-SYSTEM …

  • It all starts with a CRM solution that is re-configured and built around your particular association needs. Within the CRM, you will have separate - but fully linked -  sub-systems (databases) for literally any information you need to keep track of.
  • A CRM that is expanded and empowered with tens of other business applications, all seamlessly integrated and talking to each other so data is entered only once and then reflected across all other systems (i.e. outstanding membership dues propagated from your accounting solution into a members’ record so the next time you’re on the phone with him/her you can ask about when that payment might be made.)
  • A CRM that is branded with your association’s colors, tone of voice, and general experience so it all becomes as personal and authentic as it possibly can.

Modules, FUNCTIONS AND FEATURES YOU DEFINITELY WANT TO HAVE IN YOUR MRM

Modules
Functions
Third-Party Integrations
Modules
Organizations
Contacts
Leads
Sales Opportunities
Reports
Analytics
Tasks, Meetings, Calls
Feeds
Dashboards
Forecasts
Cases
Vendors
Custom Modules
Functions
User Management
Security Levels
Territory Management
Workflow Rules
Assignment Rules
Case Escalation Tools
Scoring Rules
Approval Processes
Developer Tools
Audit Log
Sales Signals
Document Management
Templates Management
Third-Party Integrations
Microsoft Office 365
Google
Social Media Platforms
Email
Telephony
Chat

OUR RECOMMENDED CONFIGURATION TO GET YOU STARTED WITHOUT BEING OVERWHELMED

Zoho CRM

CRM

Your CRM will be the core engine of your MRM eco-system and is the most important component. It works great as a stand-alone system, but adding the other applications magnifies its effectiveness and efficiency manifold.

Zoho Campaigns

CAMPAIGNS

This is where you create, dispatch, and monitor the performance of mass emails, follow-up campaigns, and trigger-based activities. (Smaller email campaigns for members only can also be dispatched right out of your CRM).

Zoho Survey

SURVEY

Whether you’re researching your members’ satisfaction with your association services or how your sector feels about a particular piece of legislation, this is the tool you will be using to conduct all your researches.

Zoho Sites

SITES

With this tool, you can convert your static website into a dynamic portal that not only shows the world what great and impactful work you are doing, but also provides your members with digital services that reinforce your association’s value to them all the more.

Zoho Sales IQ

SALES IQ

This tool alerts you each time someone lands on your website, and traces their footprint in real-time mode. Most importantly, you can start a chat with them and engage them on a one-on-one level. Of course, they also have the option to start the chat with you.

Zoho Forms

FORMS

An incredibly efficient tool to collect data and information through forms that grow or shrink by hiding or showing questions based on previous answers. A great tool for registration forms that also calculates the total due, and then feeds everything right into your CRM.

Zoho Social

SOCIAL

Monitoring the chatter is as important as it has always been. Not only can you monitor what’s being said about your association, but also alert you to - and monitor issues that are important for your constituents, such as a proposed new tax law for example.

Zoho People

BOOKS

A fully fledged accounting solution that not only offers literally any financial management function you could possible wish for, but synchronizes data back and forth with the CRM. This includes records for members, vendors, membership dues and payments, etc.

Zoho Survey

PEOPLE

Your human resources are what make it all happen. With Zoho People, you have a tremendously elaborate and comprehensive HR tool that integrates with all other applications, and ensures your team members feel they are taken care of, nurtured, and have room to grow.

Zoho Sign

SIGN

Sign membership forms and practically any form of agreement digitally with this tool that keeps track of all the relevant data such as date, time, IP address, etc. Templates are fully customizable, can be reviewed and completed by both parties, and are processed entirely online.

Zoho Projects

PROJECTS

Manage your team internally and externally with this sophisticated project management tool. Its rich functions and features are by far too many to summarize here, but suffice it to say that it is as comprehensive, effective, and inclusive as you could possibly wish for.

Zoho WorkDrive

WORKDRIVE

Access to your organization files at all times and from any location has become more important than ever before. Zoho WorkDrive not only does that, but gives you complete control over who can use what files and to what extent, and runs automatic version control in the back.

Zoho Notebook

MAIL

This tool gives email management a whole new meaning and approach. It’s a secure, encrypted, privacy-guaranteed, and ad-free email service for each of each of your team members. And it comes with a fully functional back-end server for your association specific domain.

Zoho Vault

NOTEBOOK

It is one thing to be a meticulous note taker, and it’s an entire different aspect to have all notes accessible to the team at all times. This is particularly handy when taking notes during meeting and brainstorming sessions, and then sharing those with the team on the fly.

Zoho WorkDrive

VAULT

How great would it be to have one central location for all of your user IDs and passwords, grouped into different departments and categories, and letting you decide which team members have access to what, and whether they can only view, use, or change credentials?

THERE’s A LOT MORE TO IT THAN MEETS THE EYE …

These application are what we recommend to start with as launching all of Zoho’s 40+ solutions at the same time would be neither productive nor practical.
By deploying these application that serve your core business functions as an association, the team will become acquainted with the overall concept as menu items, functions, and functions provide a familiar environment across all applications.
And as your team becomes more and more comfortable - and demanding - additional systems and applications can be easily added and configured through a central admin console that provides you with full and complete access over the entire platform.

MAKE YOUR PICK(S), OR GO FROM APPS TO A FULL OPERATING SYSTEM ...

All Zoho products and services are priced per user and at varying levels (basic, professional enterprise, etc.) at fees and rates that are as affordable as you’ve never seen before. Seriously!
And for an incredibly low monthly subscription fee, you can now get full access to all of Zoho's services with the Zoho One package. This means that you and your entire team have a complete arsenal of tools at your disposal to grow your association beyond your dreams.

Zoho One includes every application offered by Zoho (at their highest subscription levels), and automatically ads any future services or applications that will be launched by the company.

In other words, all you will ever need to run your business is your Zoho One subscription!

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