Engagement and Your Loyalty Program

Date Published
Hannah Smith

Over the years, your member base has likely changed. From engaging with boomers to now connecting with millennials, there is a shift in who is contributing to your organization and why.

Adjusting how you say Thank You is step number one, but this also carries over to your Loyalty Program and how you retain and routinely communicate with these members. Making sure touchpoints are relevant, timely, and as personalized as possible is critical when exploring member engagement.

Here are just a few ways to interact with members through your Loyalty Program:

  • Go mobile! It’s tough to imagine a world without apps at this point and most loyalty programs have gotten on that bandwagon. It’s critical to offer a mobile solution not only for the changing demographic, but also to up engagement mediums. Members who download and utilize a mobile app can be reached through push messages, geolocation services, etc. Take advantage of this by sending regular thank you messages, program or event promotion, or fundraising reminders. They will not only appreciate the outreach but will be reminded of the benefits associated with their membership through the loyalty program. The beauty of this service is that folks have a choice when it comes to receiving messages to their phone, so connecting with them regularly is welcome.
  • Check in with Social Media. Everyone is, in one way or another, on social media. Use the platform to talk about the benefits of gaining access to the loyalty program. Highlight specific offers, post member testimonials, create a poll to see what members like best- the possibilities are endless.
  • Member newsletters are one of the most straightforward and effective ways to reach your member base to talk about your loyalty program. Similar to Social Media, a newsletter or e-newsletter are the perfect place to highlight benefits, feature member feedback, and give potential donors a taste of what it means to have access to the program.

There are countless ways to interact with your members through your loyalty program and it’s worth exploring the options. Each touch point opens the door for renewals, referrals and increased gifts and ultimately strengthens the relationship.

About the Author:
Hannah Smith
Group Director, Client Services, Loyalty & Incentives

As the primary contact for our 100+ clients in the Loyalty and Incentives division, Hannah is essentially “the face” of MemberCard and the go-to for questions, comments and ideas. In an account management role like hers, it’s important to not only have a good handle on industry trends and concepts, but it is equally important to get to know all clients on a personal level.

What excites you about your work at AFG?

It’s a great opportunity to meet all sorts of people, as our clients are across the country! I love the interaction and getting to know each of them.

If you weren’t at AFG, what would you be doing?

I wanted to be a mermaid growing up, so maybe working at Atlantis Resort.

What are your hobbies/interests outside of AFG?

I enjoy cooking, reading, watching reality tv, exploring my new city of Providence, and am working on marathon number three!

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