Growing Membership with Emphasis on Retention

HBA: Greater Houston Builders Association

Category: Membership

Location: Houston

Size: Local Association: 601+ members

Year: 2022

‘Building a Better Houston’ is the motto that drives Greater Houston Builders’ Association’s (GHBA) membership campaigns. In 2022, GHBA developed a drip marketing and ‘You Belong Here’ campaign. The association also developed an Ambassador Program to enlist members to connect with potential members. The goal was to grow membership ranks and support retention efforts quickly. GHBA used digital marketing to spread the message of the HBA’s benefits, reinforced with a series of emails to nurture leads. Ambassadors assisted in encouraging new members to get involved, connect with others, and find their niche within the association. The HBA saw a 10% increase in membership. text and keep as first paragraph for project description

The HBA successfully launched its first digital retargeting advertising campaign, ‘You Belong Here,’ to support membership goals. The campaign ran from June to December 2022. The campaign reached nearly 19,000 unique individuals, garnering more than 100,000 views and 1,200 clicks. The HBA also deployed a drip marketing campaign. GHBA sent sequenced letters via email to nurture potential members and increase conversations over time, slowly rolling out content and marketing messages. The Ambassador Program provided members with different scripts and “call notes.” The overall goal of having ambassadors was to connect, welcome new members, and assist new members in getting involved. In 2022, the GHBA membership grew from 1,467 on Jan. 1 to 1,618 on Dec. 31.