Want to Make Your Members Happy? Offer a Patron Portal

Here’s the scenario:

The zoo you’re a member of is having a family-friendly, members-only event called “Nights for Kids.” It’s held on three different evenings during the third week in June. You were mailed an invitation two weeks ago and assigned the Wednesday evening slot. Unfortunately, you just found out you can only attend on Monday, June 19. You call to switch dates, but there’s no answer because it’s 6 p.m. on Friday. The membership office is closed for the weekend.

How inconvenient!

You look at the invitation again. It turns out the situation is worse than inconvenient. That’s because the invite reads:

“If you cannot attend on the night you were invited, you may switch dates by calling our office. Please note: All changes must be made one workday prior to Monday, June 19, 2017. Because of the popular nature of this event and high turnout, we regret that we cannot make any exceptions.”

To say the kids will be upset is an understatement.

Self-Service to the Rescue

This type of situation need not occur, nor should it. Your patrons deserve better, and they expect better. Luckily, this type of scenario can easily be avoided by using an online patron portal. An online patron portal allows people to schedule or reschedule events, make purchases, automatically renew memberships and more—24 hours per day, 7 days a week.

People like online portals—and it’s important to make your customers happy. Online patron portals can also save nonprofits money. For example, when patrons neglect to call in an address change, your organization gets charged by the post office for mailing to the old address and the new one. People who have access to an easy-to-use portal are much more likely to keep their contact information up to date. Moreover, a fully automated patron portal that is Payment Card Industry compliant can save valuable staff hours, since members can conduct transactions on their own.

Increase engagement

One of the most important ways of retaining members and attracting more people to your events is through regular engagement. Patron portals make it easy to reach people with communications tailored to their needs and interests. Patron portals also allow nonprofits to send branded and customized confirmations, reminders and follow-up emails and text messages. Each of these touch points helps organizations to stay top of mind.

There is no doubt that self-service increases attendance and renewals and reduces costs. If your organization is not set up with a fully automated patron portal, not only are you losing money and expending valuable staff hours, but you’re also inconveniencing your patrons.