Tl;DR: Refer a friend is a built in and cost effective way to get new members who are more likely to stick around & spend more $ with your farm. Take advantage of that!
Why did we discuss this?
Local Food, local marketing- Local food has a distinct community. To run a subscription program, you need fans who you can retain every year who are excited about what you are doing. Refer a friend allows your biggest fans to find other members like them.
Minimize Marketing spend- The time & cost of acquisition for refer-a-friend marketing is minimal. Not only are current members doing the legwork for you, but new members have a 37% higher retention rate, making it worth spending some money on.
The Viral Effect- 1 true fan will cause a ripple in the entire community. At Harvie, a member who was referred is 8.2X more likely to refer other friends. We believe in the on the ground, community spread of local food.
4 Best Times to Make the Ask
When should a CSA or subscription make the referral ask? We looked at big food and marketing standards to fine tune referrals for local farm share programs.
1. First delivery
This is when members are most excited about their veggies. We recommend an email or print out.
2. Positive Reviews
Use members' excitement to encourage referrals.
3. Choosing veggies each week
What is the most exciting part of your program? For Harvie farms, it's when the member is swapping and customizing.
4. Every single program update
Add it to your email signature or footer of every email! The best referral programs are accessible and everywhere!
The one thing you should do right now-
5 Minutes: Put the refer- a-friend link in your social media bios & email signature- https://www.harvie.farm/member/refer-a-friend
20 Minutes: Send an email to members using a fun call to action for the subject line- "Give $25, get $25", Stuck?
All in: Figure out your cost of acquisition and increase your refer a friend credit amounts based on what is reasonable for you. Run a limited time campaign for members- ex. "for each successful referral before January 1, you get $50!" This will create urgency.