What are Referrals?
- Moment when a member is either
displayed (impression) or
interacted with (lead) - Recommendations from your organization to inquirers via phone, email, or other means of communication
Impressions vs. Leads
- Impressions are passive interactions with your website audience
- More common, less valuable
- Leads are active interactions with your website audience
- Less common, more valuable
Your Inventory
- Directory Search vs. Display
- Social Media Redirects
- Banner Ads
- Coupons
- Event Sponsorship
- Front Desk
- Custom to You!
Directory Results generate lots of Referrals. Active clicking on Listings generates Leads.
Coupons and Banner Ads
Coupons Details are Leads
Best Practices
Use the Top Categories and Top Referral Engagement Reports:
- To educate and retain members receiving the most referrals
- To prospect for and Acquire members who would be a top referral
Use the Member VOI Feature to Quantify Referral Value
Enabled and Configured in Admin > Set Preferences > Referral Report Settings
VOI = Value on Investment
VOI = Dues Amount/Value of Referrals
Value On Investment Numbers