Issue 3
membership magazine
I D E A S & I N S P I R AT I O N FO R M E M B E R S H I P O RG A N I S AT I O N S
The power of storytelling How classic storytelling techniques can build your membership brand
Unlocking the benefits of subscription platforms
Where to find membership organisation support
5 ways high-quality print can boost your business
Case studies: Forestry England & Veterinary Nursing Journal
latcham.co.uk connect@latcham.co.uk 0117 311 8200
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up front
Hello Welcome to the third edition of membership magazine, a digest of insights, ideas and inspiration for membership organisations. In this issue we look at the power of storytelling (page 4) and how it can help your organisation forge an emotional connection with customers. We also delve into the rise of paid-subscription platforms (page 8) and find out what membership organisations can learn from them. Meet communications specialist Emma Burley who reveals how an effective PR strategy can boost your brand story (page 20). If you're planning your marketing strategy for 2024, you'll find persuasive arguments about how adding high-quality print can boost your business (page 22). We've also got a case study on the Veterinary Nursing Journal (page 12) – a membership mag written by members for members – and another on Forestry England (page 16). I hope you find this issue useful. Please contact me if you'd like to talk about how Salt Media can help with your printed and digital comms – from copywriting to design and distribution.
This issue 04 Capturing the power of storytelling to build your brand 08 Ready to join the sub club? 12
Case study 1: Veterinary Nursing Journal
16
Case study 2: Forestry England
18
First stop for membership organisation support
20 The power of PR 22 5 ways high-quality print can boost your business
Copyright The contents of this magazine are fully protected by copyright and may not be reproduced without permission. Disclaimer While every effort has been made to ensure that adverts, details and articles appear correctly, membership magazine cannot accept responsibility for any loss or damage caused directly or indirectly by the contents of this publication. The views expressed in this publication are not necessarily those of its publisher or editor. membership magazine is produced by www.saltmedia.co.uk
Nick Cooper Founding director, Salt Media
CONTACT OUR CONTRIBUTORS
Nick Cooper Salt Media, nick@saltmedia.co.uk, 01271 859299 / Garry Ford specialist client director, garry.ford@latcham.co.uk, 07738 764014 Richard Gott chair of MemberWise, richard.gott@memberwise.org.uk, 07968 760289 / Emma Burley CJ Association Management, eburley@cjam.co.uk, 01787 226995 Christine Joyce CJ Association Management, cjoyce@cjam.co.uk, 01787 226995 / Mel Stewart Salt Media, mel@saltmedia.co.uk, 01271 859299 Melissa Morris Salt Media, melissa@saltmedia.co.uk, 01271 859299
MEMBERSHIP MAGAZINE | 3
insight
In almost every story, the main character has a problem that needs to be resolved
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Capturing the power of storytelling to build your brand Nick Cooper of Salt Media reveals how to forge an emotional connection with your customers Identify your hero
Understand their pain points
Offer clear and simple solutions
A common mistake many organisations make is to put themselves at the heart of their brand story, when really the hero of the story is the customer.
In almost every story, the main character has a problem that needs to be resolved. This is true in all genres, from romances and thrillers to adventures and comedy. It's your job to figure out where the conflict lies within your hero, and how you can help them resolve it.
The key to good storytelling is to keep it simple. Avoid shoehorning in too many messages at once, as it leads to confusion and overwhelm.
As a membership organisation, your role is to act as a valuable and trusted guide who can show your hero the path to achieve what they need to do or help them get to where they need to go. By tapping into your members' hopes, fears and desires, you can prompt them to take action. The first step is to identify your target demographic and find out what they need from you. Build a picture of your ideal customer, taking into account their age, job, life stage, interests, passions and pastimes. Once you can clearly visualise them, you can create tailored communications.
For example, meal-subscription services such as Gousto and Mindful Chef understand that the customer is time poor, so provide a solution that enables them to rustle up healthy, quick and easy meals from home without going to the supermarket. Conservation charities know their prospective supporters are worried about the planet, so appeal to their empathetic nature by sharing case studies which encourage them to donate.
Streaming sites like Netflix offer thousands of shows and films, but use algorithms based on your viewing to whittle down the offering to a handful of personalised recommendations. Take that on board and, even if you sell multiple products, make your message specific. If you only focus on one or two aspects of your business in your marketing, it will be clear to your audience what you're asking them to do.
What conflicts do your members face, and how can you help them resolve these issues?
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insight
Great stories have sequels, so don't be afraid to invite your customer on another journey with you
Challenge them to take action
Don't forget the sequel
Once you've caught the attention of a prospective customer, you can compel them to act – whether that's by taking out a subscription, buying a product, signing up to a newsletter or sharing their opinion. Be bold in your calls to action: you want them to know you have faith in your product.
Most successful stories have a followup, so don't be afraid to invite your customer on a new journey with you. Follow up the sale with a new stream of communications tailored to their preferences. Send them an email recommending new products or services, offer them exclusive customer discounts, or post them a branded magazine or brochure. All of these things will make them feel part of your community and ensure they feature in the next chapter of your brand story.
Direct calls to action include ‘buy now’, ‘sign up’ and ‘register here’, while transactional calls to action can be used if you've piqued a potential customer's interest but want to motivate them to act. This might include offering a free trial or samples of your product, or sharing free information such as magazines, videos, white papers and podcasts.
Share their happy ending The best stories end happily, so why not invite your customers to share their experiences with you? Positive testimonials and word-of-mouth marketing are extremely powerful. Follow up a sale with an invitation to share feedback on your website or on a review site like Trustpilot. If a story is extremely powerful, ask your customer if they'd be happy to be featured as a case study in a video, or in a write-up on your website or your members' magazine. Prospective new customers will respond favourably to real-life stories that resonate with them.
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Salt Media is an award-winning creative agency specialising in design, publishing and marketing. It supports clients ranging from membership organisations to hotels, private islands and brands, and also produces its own titles: Food Magazine, the Indy Coffee Guide series, Indy Cafe Cookbook and the Trencherman's Guide. Its core strength is producing engaging, creative content, whether that's a membership magazine, book, guide, brochure or website. The team are also experienced in advising on marketing strategy and coming up with brand logos and guidelines. saltmedia.co.uk
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insight
Paid-subscription sites enable content creators to connect with a loyal band of followers
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Ready to join the sub club? Paid-subscription platforms like Patreon and Substack are booming, so how can membership organisations use these platforms to reach a new audience? Mel Stewart investigates Social media offers powerful platforms where brands can market their products and services, but a new spin-off in the digital space is emerging in paidsubscription sites such as Patreon and Substack that are providing another route to customers. The sites enable content creators to build and connect with a loyal band of followers, who are willing to pay to access their content because they believe in what the creator is doing.
New route to the Shetland Isles Tour guide and travel writer Laurie Goodlad lives in the Shetland Islands in the north of Scotland. When her tour business was shut down during the pandemic she looked to new ways to supplement her income. As a keen writer and social media user, she set up a Patreon page called Shetland with Laurie which offers exclusive content to paid subscribers interested in making a trip. ‘Patreon was a happy accident,’ she says. ‘During the pandemic, I had to think about fresh ways to reach my audience, add value and earn an income. Since then, I have kept the platform and continue to grow it. It feels like a sustainable arm of my business and helps create a largely passive income.’ For Laurie, a key benefit of the Patreon platform is that it gives her the chance to connect with her target audience on a personal level:
Laurie Goodlad
‘It feels like a safe space for me as a creator. The people are there because they want to hear from me, and I feel I can really be myself without having to worry about appealing to a wide audience.’
In terms of creating this content, Laurie reckons it's important to mix things up to keep her audience interested. She shares tour inspiration, travel itineraries and exclusive video content, and hosts quarterly Zoom parties where she invites subscribers to join her for live Q&A sessions and chat. Subscribers who travel to Shetland also receive tour discounts and a free walking tour. Laurie offers three levels of subscription, starting from £3 and capping at £15. The more people pay, the more access they have to exclusive content. While Laurie's Patreon page helps top up her monthly income, for others, paid-subscription sites have become their main revenue stream. Substackers like writer Emma Gannon earn up to six figures each year. Their secret? Building an engaged community. By connecting people who share the same interests, values and experiences – and providing them with regular, quality content – they build a large audience.
Interested in harnessing the power of paid-subscription platforms for your brand? Turn the page for five need-to-knows.
MEMBERSHIP MAGAZINE | 9
Chill, we’ve got digital covered We design, build and support bespoke website solutions for membership Scan below to download our FREE guide on how to optimise your pages for increased conversions, or visit us at heavypenguin.com to learn more
CRM & CMS UX Research & Design Website Development & Support Digitial Strategy & Consultancy
insight
How to harness the power of paid-subscription sites Know your niche The most successful subscription sites have a distinct focus and know their demographic. Clearly define the purpose and goals of your community.
Be transparent Paid-subscription creators communicate clearly the value that subscribers receive in exchange for their subscription fee. Show your members how they'll get their money's worth.
Provide added value
Personalise the approach Substack offers personalised content recommendations, which enhances user engagement. Employ data-driven strategies to personalise your member communications.
The most successful subscription sites know their demographic
Experiment and adapt Don't be afraid to try new ways to engage with members. If something doesn't work, ditch it. The beauty of content creation is that it's incredibly flexible.
Engage with your community beyond the content. Offer exclusive offers and discounts, or organise live Q&As and invite your members to interact.
MEMBERSHIP MAGAZINE | 11
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CASE STUDY
Veterinary Nursing Journal The technological revolution that's resulted from the pandemic has enabled three organisations to work as one to publish the Veterinary Nursing Journal, explains Melissa Morris The isolation imposed by the pandemic forced all of us to up our tech capabilities, and powered a digital-communication and information-sharing revolution that's entirely changed the way we work and stay in touch. That distance is no longer a barrier to business collaboration is evidenced by the remote publishing team behind Veterinary Nursing Journal (VNJ), the official journal of the British Veterinary Nursing Association (BVNA). VNJ is published in print and digital format every two months for BVNA's 6,500 members, most of whom are registered veterinary nurses. Editor-in-chief Nikki Ruedisueli is responsible for commissioning content and for the clinical accuracy and editorial direction. Early in 2022, Nikki oversaw the transition from VNJ's previous publisher to a collaborative partnership with Salt Media and Latcham printers. Although the journal is produced by three organisations in different parts of the country, they use technology to communicate, share content and manage workflow as if they were in the same office.
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‘The team have enabled BVNA to publish a top-quality, evidence-based journal that engages with our members, and supports and informs veterinary nurses throughout their career,’ says Nikki. ‘We now have a more accessible publication for neurodivergent readers, with a broader range of news, articles and clinical content, innovative digital features and a comprehensive editorial style guide – and the team continue to steer the journal's ongoing development. Good communication throughout has been key to creating a strong team spirit – and it helps that we all like and respect each other.’ Most of the content Nikki commissions for VNJ is written by veterinary nurses. She works with BVNA's editorial board to oversee the blind peerreview of all clinical articles. The advertising in VNJ is also managed by BVNA. Salt Media then brings together the features and advertising copy and manages the journal through to print, via design, copy editing, fact-checking, detailed proof reading and the management of amendments and sign-off by authors, advertisers and the BVNA.
insight
VNJ is a member publication in every sense of the word – it's written by members for members
MEMBERSHIP MAGAZINE | 13
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CASE STUDY
‘VNJ is a member publication in every sense of the word – it is written by members, for members,’ says Melissa Morris, editorial manager of VNJ and part of the Salt Media team.
‘We worked closely with BVNA to ensure that, should they decide to switch, the digital version offered maximum value,’ explains Garry Ford, specialist client director at Latcham.
‘Writing or reading articles in VNJ also forms part of the continuing professional development of veterinary nurses, so our approach has been to support this. We edit the copy sensitively to retain each author's voice, while also ensuring the article is factually correct and consistent with the house style. When we add any supplementary imagery, we select eye-catching pictures that illustrate best practice for veterinary nurses.’
‘This included the addition of bonus features, such as the ability to carry out keyword searches in individual issues and the online archive, live hyperlinks in articles so readers could easily access references and additional resources, and the capability to host additional multimedia content such as podcasts and videos.'
When an issue of VNJ has been signed-off by BVNA, PDFs optimised for digital while printed versions are sent by Salt Media to the Latcham team. The print version is produced and delivered using environmentally friendly inks on FSCcertified paper, supported by postal optimisation, and journal archiving and retrieval services. The digital version is hosted on a bespoke interactive platform created by Latcham, with an accompanying email, and regular analysis and reporting of digital activity. Early in 2023, BVNA was awarded Silver status by Investors in the Environment and, as part of a strategy to reduce its carbon footprint, began evaluating a switch to offering a digital-only VNJ subscription to its members, with an optional printed journal at an extra cost. Again, members were central to the decision-making process.
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Niki adds: ‘The digital platform developed by the Latcham team allows BVNA members to interact with VNJ much more easily. The search facility and clickable links enrich their learning experience, and data collected by the platform enables us to identify which topics are most popular among members – helpful in directing future content.’ Huw Jones, CEO of BVNA, has been delighted by the progress made by the three organisations working together. He says: ‘The move to self-publishing VNJ was a huge decision for us. Almost two years on, it's working well because we have managed to create a trustworthy, supportive partnership with people who understand our ethos and business model. VNJ is on a journey; the team have established it and continue to move the publication forward.’
insight
The digital platform allows BVNA members to interact with VNJ much more easily
MEMBERSHIP MAGAZINE | 15
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CASE STUDY
Forestry England David Lonie of the Latcham membership team reveals how they created a sustainable welcome to wow Forestry England's new members Forestry England does wonderful work mobilising members of the public to make the most of natural green spaces. Its aim is to inspire active engagement with England's forests and preserve the country's green heritage via events and activities such as live music, educational and learning programmes, and exploratory outdoor pursuits.
A new member pack
This government agency is steadily growing its membership community and recently introduced a new national member category. National members have the opportunity to explore hundreds of forests across the country in the knowledge that their contribution helps support Forestry England's conservation work.
The pack needed to reflect the agency's brand and values – essentially a sustainable, visually appealing and cost-effective solution that didn't compromise on quality or aesthetic.
At Latcham, we specialise in delivering innovative solutions to facilitate and enhance customer experience for our clients, so were keen to deliver when Forestry England asked us to create a welcome pack to engage and inspire new national members.
The pack needed to house several components: • 16-page forest guide booklet • Personalised letter from the chief executive • Personalised car window permit • Permit disc holder • Personalised eco membership card • Country map/forest-lifethrough-the-seasons calendar
The solution Our first challenge was considering how to post out the pack. Any outer packaging needed to be sustainably produced, have capacity for all six components, and be the optimal size and weight for the best postal rate. We landed on a cardboard envelope solution: bespoke outer packaging produced using Forestry Stewardship Council (FSC) material. This also gives better protection for the inner elements – a paper envelope or cardboard box risked being damaged in the post. Low-environmental impact was key to our production strategy, so we also used FSC material for the personalised membership card, parking permit, booklet and poster. The chief executive's letter was produced on-demand using low-energy and water-based printers on recycled stock.
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We maximised quality design and creative opportunities for member engagement
Enhanced member experience We produced a visually appealing, practical onboarding piece for Forestry England's new members. We maximised quality design and creative opportunities for member engagement with its innovative brand and values. Our expertise in complex personalisation resulted in each pack being individualised for maximum engagement.
Environmentally sound We utilised sustainable materials and recycled stock aligned with Forestry England's commitment to environmental stewardship. It also communicated the agency's eco values to its members.
Cost effective
‘We're really pleased with our new Forestry England national member welcome packs and the impact they're having in helping reinforce the enormous value of being a member. ‘We've already had fantastic feedback from members telling us how impressed they've been with the contents, and we're excited to continue enhancing and personalising the pack in the years to come. ‘Latcham has been absolutely brilliant to work with: flexible, collaborative and personable. It has made a potentially tricky project feel like a walk in the park … or, in our case, the forest!’ Dominic Head, Forestry England membership marketing manager
latcham.co.uk
Our expertise in postal management enabled us to optimise the packs for timely delivery at the best postal rates.
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ideas
Connect and collaborate with like-minded individuals
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ideas
First stop for membership organisation support MemberWise is a professional network packed with resources and advice to help membership organisations and associations thrive. Founder Richard Gott shares the low-down on the free network Increasing membership growth and reducing churn are directly influenced by the membership experience. Therefore, teams and individuals responsible for membership often focus their energy on improving that experience, asking what they could do better and what's working elsewhere. There are always lots of shiny new ideas vying for attention, so how do you establish what to look at and where to spend your time? MemberWise is a fantastic place to start. Dedicated to supporting membership organisations and associations, and with a focus on best-practice sharing and innovation, it serves as a useful free platform for knowledge exchange and professional growth which can accommodate varying learning styles.
Best practice
In real life
A prominent feature of the MemberWise Network is its members-only learning portal. Containing mostly free content, MemberWise Learn provides access to a wealth of on-demand courses, modules and MemberWise webcasts which support growth-related insight and learning. It also offers best-practice guidelines that can be applied across various industries and sectors, ensuring individuals have access to the most upto-date and relevant knowledge in their field. In particular, this feature benefits individuals who prefer independent or self-paced learning.
Finally, MemberWise recognises the importance of in-person events as an effective learning tool: conferences, workshops, solution days and seminars where members can come together to learn from industry experts and solution providers. These offer fantastic opportunities to engage in face-to-face interactions, exchange ideas and gain practical skills that can be applied to their professional lives. A growing range of advisory and facilitation services are also available for organisations looking for more comprehensive help and support.
Shared experiences In addition to the learning portal, MemberWise offers an online community – MemberWise Connect – where professionals can collaborate with like-minded individuals. This community provides a platform where individuals can share insights, experiences and challenges, creating a vibrant network which fosters ongoing learning and professional growth. Through this online community, members can engage in discussions, seek advice, and form valuable connections with fellow professionals to expand their knowledge and strengthen their professional network. The platform also hosts the network's popular mentoring programme.
MemberWise Learn learn.memberwise.org.uk MemberWise Events & Webcasts memberwise.org.uk/events MemberWise Connect connect.memberwise.org.uk
MEMBERSHIP MAGAZINE | 19
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The power of PR Your membership organisation's brand story is a powerful tool, but are you telling it in the right way and in the right places? Communications specialist Emma Burley shares some tips Staying relevant, attracting new members and retaining existing ones are paramount for success, but where does your PR strategy sit within your wider marketing plan? Let's explore how this often underrated marketing tool could be your secret to growth and longevity.
Authentic storytelling is key Start with the soul of your organisation: your values and mission. Craft narratives that genuinely reflect your values and the heart of your mission based on real-life initiatives and examples. By doing so, you resonate with potential members who share these values.
Build selective partnerships that align with your organisation's values This is about more than just expanding your network; it's a strategic alignment of priorities. When you choose organisations for partnerships or collaborations, ensure they align with your core values. Your PR efforts can then spotlight these partnerships as tangible proof of your commitment to causes that matter.
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Transparency is everything and builds trust PR can be a powerful ally in demonstrating authenticity. Potential members are more inclined to join when they sense a genuine commitment to openness and honesty.
Use engagement and feedback to tell your story The beauty of PR channels lies in their potential for two-way communication. Use these platforms not only to broadcast your message but also to actively engage with your target audience. Welcome feedback and demonstrate that you value input. This commitment to continuous improvement reinforces your dedication to the member experience.
Consider your organisation a wellspring of knowledge Leverage PR to share valuable educational content that showcases your expertise. By positioning your organisation as a valuable educational resource, you not only display your expertise but also invite newcomers to join a community that values knowledge and growth.
ideas
PR can be a powerful ally in demonstrating authenticity
Demonstrating membership value through PR
1 2 3 4
Membership organisations thrive on their ability to provide value to their members and PR plays a pivotal role in communicating with both current and potential members. Here are some strategies that can help demonstrate membership value through PR.
Highlight success stories Showcase the achievements and success stories of your current members. Whether it's professional growth, networking opportunities or personal development, real-life testimonials and case studies speak volumes about the value your organisation provides.
Thought leadership Position your organisation as a thought leader in your industry or field. Regularly contribute articles or white papers to industry publications or mainstream media. This not only demonstrates your expertise but also raises the profile of your organisation.
Community impact PR efforts should emphasise the positive impact your organisation has on the community or the industry. Whether it's through charitable initiatives, environmental efforts or advocacy work, show how your members contribute to a better world.
Engage with media Establish relationships with key media outlets and journalists who cover your industry. Provide them with timely and relevant information, and position your organisation as a go-to source for industry insights.
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51 2 insight
ways high-quality print can boost your business Digital communications may be the quickest way to reach an audience, but tactile and engaging printed materials are a hugely persuasive tool for engaging customers, says Nick Cooper of Salt Media
Cut through the digital noise
Boost brand recognition
Long gone are the days when doormats were littered with letters and direct mail. Most communications from companies are now sent by email, reducing the volume of physical post that goes through the letterbox.
Printed materials can showcase your brand's products and services in a visually enticing way, creating an immediate emotional connection between your business and your existing and potential customers.
This is good news for membership organisations: it means if you do reach out to your customer base with a beautifully produced printed communication piece, such as a brochure, your audience will notice it.
Use of your company logo, colours, fonts and taglines reinforces your message and builds trust and credibility. If you're doing it right this, in turn, creates brand loyalty, transforming prospects into customers, and existing customers into repeat purchasers.
Even the smallest interaction with your printed materials puts your business front of mind for customers. And, if your recipients don't have time to read it straight away, they're more likely to set it aside and pick it up later – unlike emails which are easily deleted or lost in the inbox.
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3 45 Get a competitive edge
Promote your products
Adding high-quality printed materials to your marketing mix differentiates your brand from competitors operating solely in the digital space.
Printed materials such as brochures, reports and newsletters are also a useful way of presenting information in a structured format. By organising content into specific sections and providing clear, concise bulleted information, you'll make it easier for readers to absorb and understand your products or services.
For example, brochures provide the breathing space to share your brand story and USPs in a compelling and engaging format. And, unlike with email, you don’t need to cram all your messages into a predefined template. Arresting images, captivating copy and graphic-design flair will engage customers' interest.
Reading printed materials is different to reading digital text: it's more personal, encourages reflection and enables customers to return and re-read with ease. Clear calls-to-action can prompt readers to take specific steps such as making a purchase, visiting your website or getting in touch. You can also showcase exclusive customer offers to further boost brand loyalty and encourage purchasing.
Add brand value A publication printed on high-quality recycled paper is a good way to add value to your brand. Recipients will view it as a value-added extra, and feel they're part of a club or community of like-minded people. Print offers a tangible piece of communication which engages touch and sight through a multi-sensory experience. Potential customers can pick it up and interact with it, so it leaves a long-lasting impression.
Find out more about how high-quality printed communications can be an effective marketing tool at saltmedia.co.uk
MEMBERSHIP MAGAZINE | 23
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