Earlier this year we discussed “Making an Impression” and the Membership Marketing Benchmark Report.
In the post, we listed three ways the ACBL is engaging members and non-members to improve our retention and acquisition rates. Since then we have made improvements to the third tactic — become a valuable resource — and we wanted to share with you.
It’s Your Call – Each Tuesday the ACBL shares an archived It’s Your Call deal and asks our Facebook friends to tell us what their next bid would be. The post is so popular that we decided to turn it into a weekly email. Subscribers receive the weekly hand in their inbox with a link to a complete expert panel answer. They also have the option to view the post on Facebook and join the debate.
You don’t need to be a member to enjoy It’s Your Call. In fact, we think it’s a great mini-lesson teachers can use to engage with their students weekly!
Just Play Bridge – We promote the game of bridge, so it only makes sense it should be played on our website. At the beginning of the month we teamed up with Bridge Base Online and launched Just Play Bridge on acbl.org. With a brief registration, this new feature allows users to play against robots in non-masterpoint play. In less than a week more than a hundred players have registered, and around 15% of them have been non-members.
Why require registration? For members, it allows us to track data like masterpoint levels, demographics, etc. and create more content they will enjoy. For non-members, now we have some minimal contact information that allows us to begin to build a relationship that leads toward lessons, club/tournament play and eventual membership.