In this latest Digital Excellence 2019 Speaker Insight article we interview Anna Rawcliffe, Digital Marketing Manager (Social and Engagement) at The National Trust. She will keynote on how membership organisations and associations can better engage with members via online social media.

What does your organisation do and how many members does it have?

The National Trust is a conservation charity looking after houses, buildings and gardens to coast and countryside for everyone to enjoy. We have 5.6 million members.

What is your session about at Digital Excellence 2019?

How to engage members in social media campaigns in order to drive the following outcomes:

– How to effectively drive conversation around a campaign hashtag;
– Using video to drive engagement through our member’s stories, focusing on places that matter to them;
– How Instagram Stories can be used to showcase our member’s experiences of the places we care for.

Why is this a topic of interest to membership professionals?

Social media is an engrained part of our everyday lives. 67% of the UK population is on social media, making it an integral way of communicating with our members.

Who is your session useful for, who would find it useful?

Marketing professionals (including Digital and Social Media) / Membership Professionals

Why did you agree to take part in Digital Excellence 2019 as a speaker?

The use of social media within a membership organisation is particularly exciting as tool to build loyalty and relevancy with members – I’m excited to share learnings with offer membership and association professionals.

Are you looking forward to attending and what do you hope to get from it?

I’m excited to share the learnings the Trust have gained through social media engagement with our members. I hope to hear about others’ experience in this area.

Booking Offer: Save up to 40% on our Group/Delegation Passes

You can book 3 places for the price of 2 (33% off) and bookings of 10+ delegate places automatically recieve 40% off.

WATCH: Recruit to Retain: How The National Trust Shifted from Volume to Value

View this great keynote presentation delivered at our last national conference, Membership Excellence 2019.

This MemberWise Insight Keynote Session was led by Ian Oxley, Membership Director at The National Trust and Will Davis, Chief Planning Officer at Medialab.Group @ Membership Excellence 2019.

The National Trust is the largest conservation charity in Europe with over 5.5 million members.

This session focuses on member acquisition and delivers the following educational learning outcomes:

– How they went from an ‘always on’ price offer in a Direct Recruitment channel to a strategy of recruiting members with no price discount;
– How they landed a ‘high risk’ change of tactics within the National Trust;
– How they successfully implemented it and delivered a record breaking result.