Innovations and New Model Thinking for Association Membership

Greg Melia, CAEChief Member Relations & Strategy Development OfficerASAE: The Center for Association LeadershipEmail: gmelia@asaecenter.org Twitter: @gmeliaCAE

“It’s important to learn the sheet music and the harmonies,

but after you’ve learn them,

it’s equally important to throw them away.” John Kao, Innovation expert and author

Photo credit: IntraLink Global on Youtube

Traditional Membership Thinking

www.marketinggeneral.com/solutions/the-membership-lifecycle

Important Fundamental Practices

• Strong presence in the marketplace

• Reliable prospect identification

• A valued offer• Effective marketing

execution• Awesome on-boarding &

engagement • Well planned membership

renewal• Continued Follow-up

Keys to New Model Thinking

• Explore the challenge through the eyes of what the customer wants to accomplish

• Think “many niches” rather than “one size fits all”

• Look for ideas everywhere

• Use the SCAMPER technique to escape “one size fits all”:

• Substitute • Combine • Adapt • Modify • Put to another use • Eliminate • Reverse

What are some innovations membership organizations are using?

Looking Through the Eyes of the Customer

The Whitney MuseumThe Art of Membership by Sheri Jacobs, CAE

Insider Membership Family Membership

The Art of Membership by Sheri Jacobs, CAE

Same Product, Different Interests

Niche: Students• What are the challenges?

• What might be solutions?– Sponsored student dues– Training at introductory levels– Connections to mentors– Helping to find internships/jobs– Connecting to other young professionals

http://www.aiche.org/

Student Membership Category

Gain networking contacts, develop leadership skills and give back to the community while in school

20 students who were selected by the chamber's Recognition Committee based on applications they submitted. Each student will attend chamber events and programs - and they will also complete a job shadow at one of our local businesses

Engaging Students

Student Membership Program

Niche business needs

Individual membership for those exploring starting a business. 1 year limit.

Entrepreneur Home-based Businesses

Targeted welcoming messages; Home-based Business Roundtable; co-working facilities

Membership category with three tiered levels

10 membership categories including taverns (with limited PR), government, and home demonstration businesses

Niche Based Tiers

Niche: Retired• What are the challenges?

• What might be solutions?– Ask retiring members to share insights based on their

career– Develop a “connectors” directory of retired members

who can help build or facilitate relationships with external entities

– Provide a variety of engagement options – some will want to give time, others talents, other treasure. Some, all three!

Serving IndividualsRetired Individuals

Initial processing, plus annual membership fee

Individuals

*Listed by individual name, not business or firm

For Independent Real Estate & Mortgage Agents, Financial Planners, Politicians

Job Seeker Membership

Allows individuals to join the Chamber for a limited time

Ideas Everywhere!

The Model: An Analogy

Credit : The Pizza Review on Flickr

Credit:http://www.foodaroo.com/pixsRestaurant/71/bruno2.png

Adding “Toppings”

Adding “Toppings”

• Instituting new tiers of bundled credits to make it easier to facilitate engagement in Chamber programs

“Specialty Pizzas”

• Three membership tiers

• Durham 2.0 – “key investor group”, highest level

• Business 2.0 – mid-level, mid-benefits

• Entry-level – $99, all electronic

• Custom options – Enhanced online listing.

• Customer options – Non-member Cert. of Origin; Relocation Guide; Map

OthersAIGA, the professional association for design

SubstitutingCombiningAdaptingModifying

Putting to another useEliminatingReversing

• Dual membership structure: Hi tech, and Hi touch• Core membership - geared to provide a relevant and immediate

response to members' most frequent questions through peer assistance and a sophisticated online knowledge system . $250

• Premium membership - access to an account management team which provides advanced business consulting, customized research, public relations consulting, peer assistance, and a professional e-journal. $2500

Group Enrollment - Save Money, Simplify Enrollment, and Reduce Hassles

Groups of five or more physicians: 100% participation, 30% discount 90% participation, 20% discount 80% participation, 10% discount 75% participation, 5% discount

Additional benefits include Valuable practice benefit to new-hire prospects by offering free MMS membership

• Institutional Membership

• 10 “personal membership groups” in specialty areas like healthcare engineering, risk management, and human resource administration. Personal membership includes access to some (but not all) AHA benefits, such as members only website and hospital literature.

• American Bankers Association too!

• Individual ($50 - $90)– Build Job Skills (development programs and networks)– Manage Your Career (member logo, mentoring)– Stay Informed (magazine, e-news)– Save Money (registration discounts, fellowships)– Make the Case for Museums (advocacy)

• Museum Membership (Pay what you can - $8,000)– Strive for Excellence (standards, resources)– Distinguish Your Museum (directory listing) – Stay Informed (magazine, e-news)– Save Money (registration discounts, fellowships)– Make the Case for Museums (advocacy)

Prospect communications

Each landing page includes Programs (Past and Current), Benefits, & Additional Resources

Extending your reach“Friends”

Ongoing affiliation to stay informed about the Chamber, involvement.

There is a fee, but friends get member pricing, services.

Ongoing affiliation to stay informed about the Chamber

It is free, but does not give access to members only content or pricing.

Social media connection to stay informed about the Chamber, involvement.

It is free, but does not give access to members only content or pricing.

Nat’l Defense Industry Assn.

• Government members were an underserved segment – changes grew membership from a handful to 21,000

• Automation of join process removed barriers to joining• Allow individuals to join, then sell upgrade to organizational

membership

• Data-mining & Business Intelligence from AMS enabled segmentation

• Results: Doubled revenue with same staff

An example that brings it all together …

US Chamber Of Commerce

Tiers: Individual through Advisor Benefit bundles: Conference call updates, Access to committee service, Customized GR web portal

Friends

Members

Potential Directions

• Create a portfolio of engagement options – from friend to customer to varied membership opportunities

• Appeal to both individuals and organizations – maintain a focus on companies, but seek to have relationships with individuals

• Serve many niches – create a model and systems that provide value to demographic and functional niches.

• Leverage technology – to allow for targeted, customized service (and self-service) in cost-effective ways

BE CREATIVE!

Thank you!

Email: gmelia@asaecenter.org

Let ASAE help you succeed.www.asaecenter.org

www.associationsnow.com (Subscribe to FREE daily e-Newsletter)

http://www.slideshare.net/gregmelia

Greg Melia, CAEChief Member Relations & Strategy Development OfficerASAE: The Center for Association Leadership