Back-Office & Front-Line Support
When BrightKey started in 1988, our founder Rita Hope Counts bought a directory of associations and started with the As. Nearly 150 associations and nonprofits have joined those early “A” clients and now benefit from more than two decades of experience in supporting all aspects of association from management from front-line customer service to back-office fulfillment and administration support. BrightKey’s call center, warehousing, marketing, and mailing services assist associations with membership, publications, subscriptions, certification, fundraising, meetings, and more.
The BrightKey team works with every major association management software (AMS) solution, including iMIS, Personify, Aptify®, netFORUM, Microsoft Dynamics CRM, and a host of proprietary systems. In addition, we develop customized Personify solutions for those clients that want to use BrightKey’s system.
We understand associations from the inside out, and continue to address emerging trends and share best practices from our collective experience. In a rapidly changing environment, BrightKey gathers member and customer statistics while staying in close touch with association executive teams and boards to discuss issues, address the toughest challenges, and share our ongoing research and observations.
Our close association with ASAE means that we not only help to fund education and training programs for the industry but also keep on top of trends and share our insight in the larger association insight about the trends impacting the association community.
Success for Associations and Nonprofits
Here is a selection of success story briefs; we are happy to share more information with you, either with a more complete case study or a conversation.
Full turnkey services deliver efficiency, member satisfaction, and peace of mind for a large environmental association.
What started as data cleansing for a major environmental organization has since expanded to include data entry, call center services, on-site convention staffing, renewal mailings, email blasts, outbound telemarketing, publication fulfillment, and ebook conversion. The association took a methodical phased-in approach to outsourcing activities previously handled in house. In addition, BrightKey’s IT department provided consulting services to support the conversion from TIMSS 5.0 to Personify. Whenever this association has a new need, they turn to BrightKey to see if an outsourced solution is possible. Thanks to BrightKey, the client has turned the corner on profitability and points to BrightKey’s expertise and streamlined operations, stating “BrightKey accomplishes more with less staff then we required in-house.”
At a time of major transformation, a large association for micro-business owners moved to BrightKey from an association management company.
The small business owner has been called the backbone of the American economy, and BrightKey is the backbone of the association that represents their needs. With a dramatically different business climate, a large association of micro business owners realized they needed to focus energies on new mission and vision, while upgrading their delivery of member services. BrightKey successfully relocated their customer support, working very closely with the association’s executive operations team to provide call center services, membership kit and merchandise fulfillment, billing notice mailings, card personalization for new members, outbound telemarketing for new member touch points and to reinstate memberships, data cleansing programs, and marketing support. The BrightKey partnership has allowed the organization to regain management of the organization and focus on key advocacy efforts. All support is customized to ensure members receive optimal service and that the organization receives the feedback it needs to navigate new territory. The client stated, “Thank you for creating an atmosphere at BrightKey that shines through the phone lines on behalf of our association. Not a day has gone by that someone hasn’t given them kudos.”
When an association wanted a fast data-cleansing program, BrightKey moved quickly with an online solution that added a member benefit spin.
An association serving nonprofit organizations wanted to update the member roster of each of its member companies prior to converting to a new version of its association management system (AMS). BrightKey’s Strategic Marketing and Turnkey Divisions joined forces to create an email campaign that pulled from the existing database to send members their current contact information and request corrections, additions, and deletions. The email put a marketing spin on an otherwise “housekeeping” request, members would benefit from streamlined and focused communications about many exciting new programs. With a series of three emails and a “thank you” gift incentive, the campaign exceeded projections and industry average response rates. BrightKey’s turnkey division entered the data directly into the AMS and successfully updated thousands of member records.
New messaging platform defines and focuses benefits for an academic association.
When a leading academic association decided to focus attention on positioning and membership messaging, it turned to the Strategic Marketing team to develop strong benefit-driven creative to be implemented in a new acquisition package, advertising, and trade show booth design. The process began with a qualitative research process that involved internal and external interviews with stakeholders—from key executives and Board members, to the members themselves. In short, the MAA had allowed the members and their strong section affiliations to define the organization; the control acquisition package included no value proposition, merely the offer of a free book. The research findings reinforced the importance of powerful, relevant marketing messages. The result was a campaign that worked hard to build affiliation and loyalty and set the association on a new path to actively defining the association and its benefits.
Recapturing lost members for an engineering society…and now they know why!
A major engineering association was experiencing a significant number of members dropping from the member roles. BrightKey proposed a Strategic Outreach campaign to recapture lapsed and expired members and gather valuable marketing information at the same time. In addition to renewing a good percentage of the expired members, the team has uncovered reasons why people make the decision to renew (or not). Some of the surprises have been the high number of members still in the process of deciding (although they’re 90 days lapsed) and the extent to which members view the calls as a courtesy. The marketing director said, “The marketing information is every bit as valuable as the revenue generated from the renewals—the program pays for itself many times over.”
Letting the members speak brings relevant messaging and credibility to a public health association.
Working with a national association whose members serve in the public health field, BrightKey built on the existing brand by developing a warm, inviting visual identity and messaging that clarifies and underscores member benefits. The Strategic Marketing team worked closely with the association’s senior membership director and brought to life her theme There's Value in Belonging, giving it life through images and messaging. The look and feel uses the association brand elements and extends them in a highly professional and benefit-oriented direction. Each of the components focuses on letting the members themselves speak about the value of the organization. The materials support a flexible member acquisition, welcome kit, and touch-point program.