Member-Focused Marketing and Communication
"Growth is a process of trial and error: experimentation."
– Benjamin Franklin
Membership is the heart and soul of a member-driven association. Focused and targeted membership efforts, relationship building and connecting with members and potential members is critical to fostering member growth and sustaining overall dental society success. These tools and resources will help you bring added value to members and make membership a compelling and attractive proposition to prospective members.
Tools and Resources
Strategic Promotional Incentive (SPI) Toolkit
Oral Cancer Awareness Month Toolkit (.zip)
Recruitment & Retention Resources Credentialing Toolkit
Campaigns and Programs
Strategic Promotional Incentives – Take advantage of this incredible incentive by offering a 50% off dues reduction for targeted segments of non-members.
Half-Year Dues / Choose ADA Campaign – Any dentist who was a nonmember the year prior is eligible for half-off of the full ADA dues amount beginning July 1 for the remainder of the current year. Join us in encouraging dentists to Choose the ADA and their state/local societies for members-only benefits they won’t find anywhere else. Use this Member Value Toolkit for Societies to help dentists navigate provider issues with confidence, find the latest clinical information and get on the road to financial stability.
'Choose the ADA' will apply through the Quarter-Year Dues Campaign as well.
Quarter-Year Dues / Choose ADA Campaign – Any dentist who was a nonmember the year prior is eligible for complimentary ADA dues beginning October 1 for the remainder of the current year.
Local Outreach Initiative – A grassroots effort involving peer-to-peer outreach to a particular market segment, resulting in a membership invitation to join.
Member-Get-A-Member – Most members say they are likely to refer membership to their colleagues. As active members, they know first-hand the value of membership. We provide a variety of resources to help you encourage members to get involved in the recruitment of new members, including an incentive program of a $100 gift card for each new active member recruited for up to five members.
ADA Engagement Program – This valuable membership program gives grants to dental societies for promising outreach efforts.
- Non-Renew Predictive Model (NPM) – Provide dental society membership staff with means to accurately and consistently identify members that are at a high risk of not renewing their membership during the next year. The model identifies those members who are at the greatest risk for non-renewal so we can better direct our efforts to retain them.
- Non-Renew Calling Program – In April 2018, ADA's internal Member Service Center began making calls to non-renews as part of a retention initiative. Last year we saw a total of 5% renew with the calling program, and this year we've had almost 20% renew. ADA representatives can add members’ payments directly into Aptify, update information, provide login information and answer any additional ADA questions. Contact your Dental Society Outreach Manager to learn more and participate in the program.
Target Market Tools, Resources and Benefits
staff is available to offer custom resources, facilitation, workshops and training to support your marketing and communication goals. Contact your Dental Society Outreach Manager
to discuss customized solutions.