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More than 100 local home builders association executive officers and staff participated in an Oct. 14 webinar on NAHB’s new Touch System — a subscription- and local-based, highly customizable member retention communications program.
NAHB's new Touch System (www.nahb.org/touchsystem) provides small and mid-sized associations with the same sophistication and capabilities to “touch” their members that, until recently, could only be accomplished by the largest and most sophisticated associations.
This next generation in membership marketing enables HBAs to target members in each of three retention risk groups — determined by a member's length of membership. The risk groups include:
- High risk — HBA members who are in their first two years of membership. They represent about 35% of an HBA’s overall members and have a retention rate of about 40% to 45%.
- Medium risk — Members who have been with their HBA from three to five years. While their retention rate is higher, it is below 70%.
- Low risk — Members who have been with their HBA for more than five years. They generally are solid, reliable members who are committed to their association, but they should not be overlooked when implementing a retention program.
With the Touch System, EOs and HBA staff can customize retention materials — from an eight-page brochure to e-mails and letters — to include HBA-specific content, such as unique benefits and opportunities available to their members.
Details about the Touch System — including communication tools that make it easy to review the system with boards, staff and membership committees — can be found at www.nahb.org/touchsystem.
In addition, information about a replay of the Touch System webinar will posted there once the replay becomes available.
Additional 'Touch System' Webinar on Oct. 27
A second webinar on NAHB’s touch system will be held beginning at 1:00 p.m. EDT on Wednesday, Oct. 27. Details will be posted on www.nahb.org/touchsystem as soon as they are available.
For more information, e-mail William Deiss at NAHB, or call him 800-368 5242 x8231.