Chapter Management Awards:What worked for IABC/TorontoLeslie Hetherington, APR - October, 2010

1. Planning Ahead

2. Measuring, Collecting & Tracking Throughout Year

3. Managing Time & Resources for CMAs

4. Formatting Entries

1. Planning Ahead

a) Start with ‘Measurable’ Strategic Goals & inform Board of CMAs early

Strategic Goals Baseline Year 12007/08

Year 22008/09

Year 32009/10

Improve Retention by reducing lapsed members**< 30 years experience, lapsed for 6+ months.

25%+ lapsed members in 2006/07. Dropped to approx. 22% in 2007. Retention rate at 75%

Reduce lapsed members to 20%

Reduce lapsed members to 18%

Reduce lapsed members to 16%

Increase Student Conversions to Full or Transitional Memberships

N/A 7.6% conversion rate(HQ estimates, June 08)

8.8% conversion rate 10% conversion rate

Increase Attraction of PD Events to Members

11% of members attended

events in 2006/07

18% members attend events in Board year

22% members attend events in Board year

26% members attend events in Board year

Increase Percentage of Members who Volunteer

In 2006/07, 80+ active volunteers in chapter (5%) but opportunities not kept up with member interest.

113 (7%) Members who volunteered

130-135 (8%) Members who volunteered

145-150 (9%) Members who volunteered

2. Measure, Collect & Track

a) Put ‘congruent’ tools in place to measure success:– Event registration (by member, guest,

student..– Measure feedback (survey monkey)– Track media coverage & collect clips– Track monthly member, online and other stats

b)Collect ‘souvenirs’ of success:– Media clips & online printouts– Letters & email from partner organizations,

members, sponsors….– Programs– Photos

Measure, Collect & Track

c) Request mid-year reports from Boardd) Use Dashboard/similar tool to track progress:

Portfolio Highlights Strategic Goals/Priorities

Results Challenges/ Next Steps

MembershipRetention Achieved retention goal of 82%

Launched Exit survey in Dec. 08, 52 surveyed to date.

President’s letter sent to lapsed members in fall.

Surplus call for member initiative proposal – attracted record of 10 submissions.

New member event held at AGM. Thank you emails to all new

members and most renewals.

Boost retention rate to 82%

Full member retention rate at 82% (1,162 of 1,414 full members renewed between June 30 2008 and June 30, 2009).

Promote membership instalment rates and other breaks to encourage retention during recession.

3. Managing Time & Resources

1. It WILL take 8 to 10 hours to prepare each entry

2. Engage portfolio leads & key members in review – allowing ample time

3. Push for measurements & samples

4. Allocate a dedicated senior proofreader

4. Formatting Entries

1. Tables are ‘key’ to fitting in your story– Table for each item’s budget

projection, actual & variance notes

– Table for Objectives to ResultsItem Budgeted Actual Variance/Notes

Student Initiatives $2,000 $1,684 $316 below budget due to effective venue negotiation for events

Kay Staib Award $3,000 $2,500 $500 below budget due to addition of new college and non-participation of two colleges

Maverick Student of the Year Award

$500 $500 Cost of award offset by sponsor funding

Formatting Example: For Student Involvement

Objectives (aligned to Goal #2)

Results /Measurement

Hold at least one student event to attract at least 30 attendees and attain majority satisfaction rating of 8 (out of 10)

• Two student events were held:1)Winners Panel attracted 30 attendees and 57% of all 14 respondents gave it a satisfaction rating of 9 or 10 in feedback survey.

2)Career Bootcamp ‘sold-out’ with 46 attendees and 93% of 21 respondents gave it a satisfaction rating of 8, 9 or 10 in feedback survey.

Launch a mentorship program with 20 mentor-mentee relationships and have 17 (or 80%) of mentor-mentee relationships complete the 8-month program by providing detailed matching & check-in points

• 20 mentor pairs established; 16 pairs completed 8 month program.• Three pairs dropped out as chemistry wasn’t right and a fourth had location issues.

Goal: Knowing & responding to member needs• This was accomplished within this portfolio by implementing various educational initiatives, as outlined below.

A. Educational Activities