News & Views
Personalizing the Membership Journey
At BrightKey, we’re moving forward with transformative solutions and approaches to better serve our new and existing clients.
Just as I like to stay connected to our clients, you like to stay connected and engaged with your members. BrightKey builds member relationships by personalizing the member journey through multiple, strategic campaigns.
Solving the Puzzle: For associations, effective and personalized engagement with new and existing members is one of the hardest things to maintain. With the impact of the pandemic, organizations have had to rethink their membership models and BrightKey is here to help.
Personalize Your Member Engagement: BrightKey understands that organizations are constantly looking for more impactful ways to engage with their members. We have multiple campaign strategies that focus on personalized member journeys that successfully create value for your new and existing members:
- New Member Check-In (NMCI). BrightKey can help create a positive first impression for new members by welcoming, guiding, and answering frequently asked questions. We personalize the member experience and allow your organization to assist the member with what matters most.
- Live Phone Call Campaigns. Personalization of a phone call will define outreach in 2023 and connect one-to-one with your members. In addition to NMCI, BrightKey provides check-in calls and renewal outreach, and lapsed member outreach to let your members know they are valued as members of your community.
- Omni-Channel Campaigns. Consider mapping an Omni channel approach for engaging your members at critical milestones in their membership lifecycle. We engineer these campaigns to provide personalization and actionable insight to drive your member experience.
Let BrightKey provide impactful ways to engage with your members!
Reach Out to Us: Since 1988, BrightKey has monitored and adapted to the trending needs of organizations, associations, and nonprofits. We are flexible in our approach and able to tailor client needs to specific requirements. If you would like more information on these services, please contact Rita Hope Counts at email@example.com, 410-570-5265.
All the best, BrightKey
What's Trending (At a Glance)
Our broad client base provides a great view of what’s going on in many different areas. Each month, we send out a news brief with a quick read on hot topics, emerging trends, and action steps. Here’s just a taste of What’s Trending…
According to a recent article published by Rob Hanks in Mailing Systems Technology, the average person sees approximately 6,000 digital messages per day, pays attention to 50, and remembers only two. By combining direct mail with your digital efforts, you create a scenario in which a person must look at your mail before disposing of it, and this approach can deliver 40% more engagement. BrighKey provides direct mail and data integrity services to maximize customer engagement.
Technology and access to information are driving consumer expectations of what “good customer service” means. Virtual assistants and websites packed with information are great starting points, but what are you providing to your members as an additional resource? A live operator builds rapport with your members and leads to a higher rate of tickets being resolved with a single touch. This all contributes to an enhanced member experience.
Many organizations are in the middle of their busy season and wondering how they will accomplish all the outstanding strategic goals set at the beginning of the year. Is your organization short-staffed or needs a final push across the project finish line? BrightKey has the experience and resources to help your organization with membership, data integrity, fulfillment, mailings, and one-off special projects.
UPS Rate Increases
On October 21, 2022, UPS notified customers about rate increases slated for later this year. The rates for UPS® Ground, UPS Air and International will increase an average net 6.9%. UPS Air Freight rates within and between the U.S., Canada, and Puerto Rico will increase an average net 6.2%. This adjustment will go into effect on December 27, 2022.
Organizations are constantly looking for more impactful ways to engage with their members. It is critical for organizations to move away from transactional relationships and implement strategies focused on personalized member journeys. To personalize a journey, an organization needs to know what a member values the most. Consider mapping an Omni channel approach for engaging your members at critical milestones in their membership lifecycle. Need help developing a strategy? BrightKey’s Strategic Marketing Division (SMD) can help your organization with a strategy to maximize member engagement at all stages of the membership lifecycle.
Event Help Desk
As in-person events return in popularity, it is important to remember the support services that are needed to have a successful event. An often overlooked component is the event help desk. Event inquiries are time sensitive, and your event should have a strategy on how to handle inquiries in an expedited manner. Attendees expect to be able to connect through multiple channels (phone, email, webchat). Consider increasing your customer service team to provide increased responsiveness in the days leading up to the event, with the goal of answering calls/webchats in thirty seconds to one minute and emails within 3 hours.
As the year of the in-person events and membership season is in full swing, planning and strategizing plus the burden of consolidating materials may take up too much time. Let BrightKey help with our experience in detail-oriented personalized kits assembled in-house and tailored to your specific needs. Big or small, we take it all with our ability to work with pre-scheduled large-scale projects and rush orders. With a full range of kitting options, from membership welcome materials to sales promotional packages, let BrightKey handle it for you!
USPS Holiday Rates:
On August 10, 2022, the USPS filed a notice with the postal regulatory commission and announced a temporary price adjustment for the peak 2022 holiday season. This adjustment will go into effect on October 2, 2022 and last until January 22, 2023. This seasonal adjustment will bring prices for the Postal Service’s commercial and retail customers in line with competitive practices, touching on both priority mail and first-class package services.
In-Person events have returned, and conference season is in full swing. With all of the complications in planning for an event, let BrightKey handle the staffing and logistical aspects! Our well-trained team of experts has access to conference best practices for more than 140 associations, ensuring you have an up-to-date experience that fits your needs. BrightKey offers Pre-Conference Prep, On-Site Support, and Post-Conference Wrap up to guarantee your conference experience will be seamless and trouble-free.
Annual ASAE Meeting & Expo
Join BrightKey at the ASAE Annual Meeting & Exposition, August 20-23, 2022, at booth 734, as we provide services for all your warehousing, call center, and mailroom needs! We would be more than happy to discuss how BrightKey can "handle it for you"!
Manager, Membership Sales
Senior Facilities Manager
Coordinator for Fulfillment
Vice President, Member Support
BrightKey Delivers Results
Aligning with the Times
SKILL: BrightKey’s experts in mailroom operations and document scanning workflow, completed an onsite assessment of current operations and presented recommendations to enhance the essential mailroom operations. BrightKey assisted with procuring and installing state of the art mail processing and accountable mail tracking equipment in addition to deploying standard operating processes and procedures, and volume and performance tracking dashboards.
RESULTS: BrightKey continues to work with our customer to identify additional document workflows and expects to maximize the existing capacity to meet the demands of their growth. In addition, the implementation of new technology and the development of standard operating procedures and reporting provided the corporate operation with a well-oiled mailroom which turns around inbound mail the same day it is received.
Reducing Cost While Creating Efficiencies
SKILL: BrightKey’s Project Team researched costs for printer and coil machine replacements, designed supply workrooms for standardization, and identified a new approach to shipping and mailing.
RESULTS: By replacing a printer that allowed for in-house services rather than outsourcing, Brightkey helped save money and organize production within. In addition, Brightkey helped standardize the workroom for efficiency and supply management which allowed for ensuring standardization of both supplies and industrial equipment. Our team standardized supplies for tracking and reordering as needed which improved productivity. Brightkey advised using FedEx ground home delivery services vs FedEx express for employees working from home, reducing delivery costs for shipping.
Following COVID Protocols While Remaining Engaged
SKILL: BrightKey worked closely with our client to outline their requirements. This resulted in timelines for completion and definitive performance standards for delivery and security. BrightKey also consulted with the client to develop a customized migration to their preferred file sharing application and implemented the solution within five weeks of initial request.
RESULTS: BrightKey developed a customized mail digitization program that allowed employees to work seamlessly from home or any location with internet access. Employees received their digitized mail by 1:00 pm on the same day received. All mail images were migrated via an encrypted network. Additionally, all hard copies were indexed, filed, and stored in a secure location, making hard copy retrieval fast and efficient.
Enhanced Reporting for Mail Services
SKILL: BrightKey implemented an online, customized Reporting Dashboard. No client resources were required to implement this solution. Our solution provided a customized dashboard and tabular reports along with drill down capability into report data, daily refreshing of reporting data, and export functionality. These capabilities allowed for improvements in real time data reports, accompanied by secure usernames and passwords for staff to access data when needed.
RESULTS: The dashboard provides daily data on both inbound and outbound mail volumes. The dashboard tracks items such as total shipments, mass mailing, and mail screening. With the help of BrightKey, the company was able to digitize some of the current flow of mail, facilitating the clients current flow of mail and mail tracking.
Last Chance Fellow Recovery
SKILL: BrightKey’s Strategic Outreach team collaborated with the medical nonprofit to develop an outbound calling campaign to transition the lapsed members. Campaign design strategy included calling Fellows near benefit expiration to create a sense of urgency, a compelling script that highlighted powerful member benefits, clear rebuttals that combined a discount on renewing membership, and strategic collection of member feedback to tailor strategy throughout the current and future campaigns.
RESULTS: The three-week, two attempt, outreach campaign approach ensured that every member received a form of communication, which included direct conversation, voicemail, and email follow up. The campaign success was measured by payments received over the phone, members who pledged to pay, and payments made after the first call. With a final campaign ROI of $34.73 for every dollar spent, the customized approach to the outreach campaign proved to be a successful win back effort.