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NAHB will be conducting a free webinar on its new Touch System — a subscription- and local-based, highly customizable member retention communications program — to ensure that as many HBA executive officers and staff as possible can learn how to use this valuable member retention tool.
The Touch System was specifically designed to provide 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.
Presenting the next generation in membership marketing, the Touch System webinar will show attendees how to target HBA members in each of three retention risk groups — determined by a member's length of membership. The risk groups include:
- High risk — 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.
During the webinar, EOs and HBA staff also can learn how to use the system to 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.
To register, visit www.nahb.org/touchsystem.
For more information, e-mail William Deiss at NAHB, or call him 800-368 5242 x8231.