Resolution Institute is the largest dispute resolution membership organisation across Australia and Aotearoa New Zealand.

Their membership includes over 3000 mediators, conciliators, arbitrators, expert determiners, adjudicators, restorative justice practitioners and other dispute resolution professionals. They offer membership benefits and services including industry-leading training and accreditation, online learning, continuing professional development, and wide-ranging nominations services.

Automating, Personalising, and Improving Efficiency

Resolution Institute conducts periodic outreach to encourage members to upgrade from a Professional membership to a Fellows membership, which offers advanced members the chance to celebrate their experience, advance their engagement, and signal their expertise and garners a small increase in fees for the organisation.

The organisation saw an opportunity to automate this email campaign to save staff time improve outcomes by enabling better personalisation of campaign messages. They created a report to funnel eligible members into a targeted group and created a field in member profiles within Higher Logic Thrive Marketing that made it possible to add details about each individual member’s journey to their emails.

From 2 to 200 Responses

Amanda Dollman, Resolution Institute’s Marketing and Communications Manager, described the campaign’s success: “We usually only receive one application every 3 months, but after starting the automated campaign we received 198 applications in six months. And it’s still ongoing! 41 of those were also approved in that time – so even with just those 41 new Fellows members we have a 1950% increase over past efforts. If all 198 get approved, that would be a 9800% increase over our usual numbers.”

Amanda said one of the best things about the campaign is that they can just set it and let it do the work, which gives their team more time to promote this campaign, and other work the association is doing, through their other marketing channels.

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