Driving Member Engagement: NOSSCR 2024 Annual Conference
- 01 Client
- 02 Opportunity
- 03 Solutions
- 04 Results
3 Mins to Read
Client
The National Association of Social Security Claimants’ Representatives (NOSSCR) fulfills the essential task of serving some of the most vulnerable communities in the U.S. Its members help people who are unhoused, disabled, gravely ill, or facing other challenges to access public benefits they need to live with security and dignity.
A core aspect of the organization’s mission is to connect its 2,000+ members – lawyers, paralegals, and other specialists in Social Security law – with one another to share resources and build community. While NOSSCR hosts virtual and in-person events throughout the year, its flagship event is an annual conference designed to keep members informed of policy and organizational updates, spur engagement, and support cross-collaboration.
Opportunity
Defining the goal
Held in Nashville, TN, the 2024 annual conference was NOSSCR’s first after a series of meaningful organizational changes: relocating headquarters from New York to Washington, DC; appointment of an interim and later full-time CEO; and major congressional testimony as public pressure mounted on the Social Security Administration (SSA) to better serve claimants. NOSSCR’s goal for 2024: Go big and maximize registration. Leaders wanted the conference at the top of members’ minds and even hoped to receive a few constructive complaints from members that they’d overdone it. Based on numbers from previous conferences, NOSSCR defined a realistic goal for registrants at 824 and a stretch goal at 983.Solutions
An adaptable plan
With these goals in mind, F+A set to work on a communications strategy to promote the conference to members, primarily using owned and paid channels, including a robust email list and targeted social. Our campaign of cohesive, engaging, high-quality content struck a balance between programming announcements, key dates and pricing changes, logistical reminders, spotlights on notable speakers, and distinctive event offerings such as complimentary country music yoga in the mornings. An initial push in frequency accomplished NOSSCR’s first goal of capturing members’ attention to the extent that the organization leaders received direct feedback from members about the volume of information—meeting their first goal. From there, we established a cadence of communication that maintained member attention and event registration at a steady rate.Results
Countdown to conference day
When the campaign launched in January 2024, just over 400 people had registered for the annual conference. The number climbed steadily over the next 12 weeks. In the first week of April, registration surpassed the threshold goal of 824. In the next three weeks, registration climbed to surpass the organization’s stretch goal of 983. At the final registration count, NOSSCR exceeded its stretch goal with 1,011 registrants.