5 Simple Strategies for Converting Event-Goers Into Members

The performance just ended. The audience is on its feet clapping loudly and shouting “Bravo, bravo!” The ballet dancers bow and curtsey, giant smiles plastered on their faces. The applause continues, but eventually peters out.

Then, slowly, the audience starts heading to the doors. Soon, the auditorium is empty, aside from event programs littering the floor.

Although the performance was a rousing success, in one way it was a failure. That’s because the hypothetical ballet company missed an opportunity to collect contact information from attendees who didn’t buy their tickets online. As a result, many potential members just slipped through their fingers.

Luckily there are techniques to turn anonymous ticket buyers into members. Here are 5 ways to help you do that. (The following techniques can be applied to other types of events and nonprofits, too.)

1. Point of Purchase

It is pretty much de rigueur nowadays for people to submit their email address when making online purchases. This, then, is your first opportunity to stay in touch with your latest patrons before and after the event, and your first opportunity to try to get them to buy memberships.

Here’s how you do it. Just prior to a patron’s online purchase, offer an incentive in exchange for a membership purchase. For example, offer a reduced ticket price to the event—but only if they join now. Be sure to mention member benefits, too.

This might not work. No worries; you’ll have more chances. Keep reading …     

2. Event program membership solicitation

Make sure to include membership information in your event program, and a URL to a landing page where memberships are purchased. To make this work, each program should contain a unique code that attendees use when they purchase a membership later on. If they’re already members, suggest that they share the event program with a friend. A sense of urgency helps spur action; so, consider offering a one-time deal on something of value—but only if the person buys a membership by a certain looming date.

3. Show them you care

After a performance or an event, send a follow-up email asking patrons about their experience. Have them fill out a survey, answer a questionnaire or voice their opinion about your organization and its programs. If they’re fans, now is a great time to suggest a membership. (However, as a rule of thumb, you should always include a membership link in all of your communications.) In doing these things, you’re building trust because it shows you value their opinion.

4. Add value

It’s safe to assume your patrons are interested in whatever it is your organization offers (if they weren’t, they wouldn’t be patrons). Feed their interest with regular stories and articles.  You can give non-members access to the stories, but a good technique is to offer a synopsis, making it clear that only members can access the full story. With their interest piqued, they are ripe to become members.

What to write about? The list is as big as your imagination. Using a ballet company as an example, you could write stories about:

• A ballet dancer’s exercise regimen
• A member of the company (a profile or Q&A format, etc.)
• A breakdown of the story and plot of a ballet
• Common injuries or challenges ballet dancers face
• Ballet-slipper design
• And more!

5. New-member benefits

Once again, use incentives to drive memberships in your email and social communications. Other ideas could include a reduced membership in return for referring a friend; free valet parking for one show; preferred seating, etc. And again, create a sense of urgency by making the special benefits a limited-time offer.

Now, reap your rewards

By using the techniques above—and implementing them creatively—you will see an uptick in your membership numbers. It takes a little time, but it’s worth the effort.