What are Referrals?

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 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

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