Membership Boot Camp 2016Bryan Garza, Director of Acquisition and Retention

Timothy Gunn, Chapter Business Manager-Northeast Region

To have a clear understanding of what a membership strategy is, why you need one and how to build yours.

Our Objective

1. Understanding Your Role in Membership

2. MPI Membership: Today and Tomorrow

3. How to Attract New Members4. Engaging your Members5. Retaining your Members

Our Time Together Includes…

Defining Your RoleTimothy Gunn

• “The Vice President Membership shall oversee new member recruitment, new member orientation, member recognition programs, scholarships and Chapter retention. The Vice President Membership will access membership reports including new members and retention from the MPI database and report at all meetings of the Board of Directors and at other times when called upon by the President.”

MPI Chapter Bylaws

Your Role in Membership

Tip: CLRP President’s Office Board Structure and Governance document: Chapter Leader Job Descriptions

• Be able to share the value of membership• Develop and implement a membership strategy• Set clear goals for your committee• Ensure everyone can join and renew

Your Role in Membership

Tip: CLRP President’s Office Board Structure and Governance document: Chapter Leader Job Descriptions

Your Membership TeamVP of Membership

Director of Retention / Member Care

Director of Membership/ Acquisition

Chair Chair

Committee Members Committee Member

• Simple, easy to follow• Transferable to the next team• References the who, what, why and how• It supports your chapter business plan. What

steps will you take to accomplish your goals?

Your Membership Strategy

Tip: Your business plan gives you the goals. Your Membership Strategy shows you how you will achieve your goals.

1. Data Demographic Reports from Global, CLRP Member Stat reports, Chapter Dashboard, Annual Survey results, prior year strategy …

2. Focus What should our goals be (Strengths & Weaknesses)

3. Build How we will recruit new and engage current members?

4. Feedback Is the board… on board?

5. Work the plan!

Your Membership Strategy

Tip: Visit the CLRP Membership section for webinar of CLRP Membership Reports.

MPI Membership: Today and Tomorrow

Bryan Garza

• MPI has had the same membership model for its entire 42 year history

• One size fits all approach• Declining membership trend

Today

Historical Membership Trend

16000

17000

18000

19000

20000

21000

22000

23000

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

2011 2012 2013 2014 2015

Membership Population 201518,470

17,187 17,143 16,913

16,019

17,223 17,22417,300

14,000

15,000

16,000

17,000

18,000

19,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Historical Acquisition and Retention

Year Acquisition Cancellation

2012 5518 70412013 5460 67082014 5689 71142015 5730 5753

Moving ForwardThree Tier Membership Model

• The Essential membership is a lower price membership option that includes access to MPI resources, but does not include chapter affiliation and other select benefits

• The Preferred membership level is what MPI currently offers, both in benefits and price

• The Premier membership offers prestige, added benefits, and exclusive opportunities in exchange for a higher dues price

Expectations of the New Model• Provide flexibility for MPI to respond to changing environment

• Provide clarity regarding value for the price paid

• Grow membership and increase retention

• Offers more options (choice) to current and prospective members –increasing the likelihood they join at the level that meets their needs and interests

• Provide a low barrier to entry to attract young professionals and those who are unfamiliar with the organization

How to Attract New MembersBryan Garza & Timothy Gunn

• New members bring new friends, business opportunities, volunteers, people to network with, job opportunities, speakers, event locations, sponsors, and ideas to your chapter.

• They fund your chapter

Attracting New Members

Attracting New Members

• Create value for your Preferred and Premier members.• TASK: List all benefits exclusive to your

chapter members.• Categorize in three columns:

Attracting New Members

Current Benefits

Easy to Implement

Wish List

• DISCUSSION: What tactics do you use to attract new members through your;• Chapter events• Chapter members• Board members• Website/Newsletter/Magazine

• How are you tracking these leads?

Attracting New Members

Cancelled Members: • Call all members

cancelled 5 and 10 months ago.

Attracting New Members

Tip: Use the CLRP Membership Report called “Cancelled Members” for this tactic

Resources Available to You:• Monthly New Member Campaigns from MPI

Global• Promote MPIF Membership Scholarships• Obtain new collateral pieces from Global• MPI Branded booth, pop up banners, or table

cloths from Global• Promote payment plans and group discounts

Attracting New Members

MORE Resources Available to You:• CLRP Resources Membership section• Documents: Template for Powerpoint

presentation• Refer A Friend web banners and vouchers• Justification Documents letter to boss• Top 10 Reasons to join• NEW: List of local Essential members

Attracting New Members

Engaging Your MembersTimothy Gunn

What does it mean to be engaged?Why are engaged members important to our chapter?How do we measure engagement?

Engaging Your Members

HANDOUT: “New Member Engagement Best Practices…”

Developed by the 2015/2016 MPI International Task Force for New Member Engagement

Engaging Your Members

Resources Available to You:• New Member Orientation webinar by Global• Anniversary pins: Order form on CLRP• Ambassador Program examples• MPIF Scholarships for conference attendance• MyMPI discussion boards• Clock Hour Transcript

Engaging Your Members

Retaining Your MembersBryan Garza

Retaining Your Members

How can you compliment the Global Renewal Timeline?• Use CLRP Membership Report titled “Cancellations”.• Craft communication to highlight upcoming chapter

events, summarize past 12 months, highlight benefits for Preferred & Premier levels.

• Call/Email members on list

Reengaging Former Members

Tip: Watch the webinar on “MPI Global Renewal Process” on the CLRP Membership tab

Table Talk: Using your list of chapter exclusive benefits, how would you use them to increase your Preferred and Premier population?

Retaining Your Members

ESSENTIAL PREFERRED PREMIER

• Share what you learned with you committees and board members

• Membership plans are due by July 1• Conduct a web audit of membership page

• Templates will be provided• Current brochures and PDFs should be removed by

May 1st

Next Steps

Tip: Watch the 3 webinars on CLRP Membership tab

• VP of Membership Monthly Email from Bryan Garza• Webinars

• April 18th 11AM CST: Policy Manual Training• April 19th 12PM CST: Facilitator Training• April 22nd 11AM CST: Brand and Identity Standards

Training• April 25th 11AM Central Membership Model Training

• MyMPI to continue these conversations

It Doesn’t Stop Here

Bryan Garza - bgarza@mpiweb.orgTim Gunn - tgunn@mpiweb.org

THANK YOU.