Should your members log in?

Letting your members log in to your CRM has a lot of upside.

• Consitutents can do a lot without your help:
  Update their own data.
  See their giving history and membership status.
  Catch up on pending payments (membership dues, pay-later event fees, etc.)

• Duplicate creation goes way down.
  They’re logged in, so the CRM knows who they are.

• You can control access to members-only features and other substantial membership benefits.

But it's not all hearts and rainbows.

• Some people just won't want to log in.

• Some people will contact you repeatedly for help with their password.

• Members-only features take careful planning to get right, and careful maintenance to keep right.

I've got clients in both camps:

• Some are getting huge value by keeping their members informed, engaged, and empowered.

• Some are just not willing to open what could be a can of worms for their limited staff.

There's one way to find out if it might be right for you:

1. Articulate exactly why you'd want it.
   How would it benefit your mission?

2. Articulate exactly why your members would want it.
   What would they get out of it that would be worth keeping track of yet another password?

3. Create a small online limited-time offering that you think your members would value.

   A handbook,
   a report,
   a simple directory,
   a printable "super supporter" membership card,
   a desktop wallpaper,
   early access to an upcoming event,
   almost anything that’s cute or fun or useful.

4. Limit that offering to logged-in members only, and run a test for 2 weeks.
   If you get traction, it's a sign that this is the kind of thing your members appreciate. Make plans for more engagement.
   If you hate the experience, or your members just don't care, you've learned something important and haven't lost months of effort.

It's another way to make small bets that could produce big wins.

All the best,
A.