Am I correct in assuming that each time you undergo a marketing campaign, the goal is to increase the membership of your association?
But what constitutes a victory in terms of an “increase”? If you manage to attract one new member, then it is technically an increase. You’re aiming higher than that though, right?
Developing clear goals is so important. It’s a great way to measure return on investment, and to motivate everyone involved.
That is why we like to encourage developing what is called S.M.A.R.T. goals.
You want your goal to be:
Let’s go one at a time:
Specific – your goal should be well-defined so there is absolutely no ambiguity. Everyone should be very clear on the expectations.
Measurable – you need to attach a specific value so you know when you’ve obtained it. For example, how much do you want to increase your membership by?
Agreed Upon – you want buy-in from everyone involved. You should all agree that this is a good goal. If there is disagreement, then listen to the rationale and adjust if need be. If everyone feels they were included in putting forth the goal, then they will fight harder to make it happen.
Realistic – if you aim too high, it will actually have a discouraging affect on your team rather than a motivating one. For example, if you make the goal of attracting 1000 new members with one campaign, and you’ve only achieved 100 thus far, then your team will feel so far away from their goal that they won’t push for that extra.
Timely – this is to specify when to look back and measure your success against the initial objective. Don’t put the goal too far into the future, or else you’ll have a hard time evaluating success piece by piece.
Now, let’s go back to your desire to “increase membership” and turn this into a SMART goal:
We want to bring in 200 new members by the end of Q4.
Of course, as a team you will have to decide if this is realistic. The number 200 will greatly depend, of course, on the size and offering of your association.
Once you’ve established the right goal, you can then start to discuss the how. What campaign can you run that will help you reach your goal?
If you’re in the process of planning an inbound campaign, creating your SMART goal is just 1 of 10 steps along the way. We’ve created a handy downloadable checklist to help keep you on track, and to map out the entirety of the process.