Launching Membership

Launching your membership program can be scary. Months of work lead up to the moment when your membership landing page goes live and you send that first appeal. 

Your membership launch moment is about more than the launch of a new product. It is a strategic opportunity not to be missed. Making the most of your launch requires a strong value proposition – for your newsroom and for your membership program – and a brand strategy that you can weave into all your launch communications. 

If you have a strong value proposition and branding strategy in place, your membership launch can be a moment of heightened attention to tell your newsroom’s story at a whole new level – maybe in a new way that audience members haven’t heard before – and explain to potential members how they can be a part of it.

But for your story to stay front-and-center during a membership launch, there are a lot of details you need to get right behind the scenes. 

For example, you need to make sure members have a smooth signup process. If you can’t process their payment on the day you grab their attention, it might be hard to get their attention a second time. Anticipating potential members questions is also key, as is staffing customer service support accordingly. Treat this section as a practical checklist to help prevent hiccups at launch and “missed opportunity” realizations in the weeks after.

If your membership program growth is slower than you hoped, you can also use this section as a checklist of things to make sure you’re doing behind the scenes so you’re not losing potential members for reasons that are easy to fix. For example, if you haven’t optimized your checkout process, you might be losing members that you could keep just by shortening your registration process. 

This section will tackle what you need to have in place before launch, including the key components of an effective membership landing page, smooth payment process, and welcoming onboarding series.