Growing IECA One Chapter Growing IECA One Chapter At A TimeAt A Time

withwith Meg Tully, CAEMeg Tully, CAEAssociation Development Association Development

DirectorDirector

What Will You Learn?What Will You Learn?

How to establish goals and objectives How to establish goals and objectives for a recruitment campaignfor a recruitment campaign

How to identify prospectsHow to identify prospects Different types of recruitment methodsDifferent types of recruitment methods Tailoring recruitment methods to your Tailoring recruitment methods to your

audienceaudience Importance of follow upImportance of follow up Lifetime Value CalculationLifetime Value Calculation

AcknowledgmentAcknowledgment

Most of the material for this course Most of the material for this course was taken from the was taken from the Membership Membership Recruitment Techniques Recruitment Techniques VignetteVignette,, published by the published by the American Society of American American Society of American Executives, 2009.Executives, 2009.

A Team ApproachA Team Approach

““Recruitment is a continuous activity Recruitment is a continuous activity that requires a commitment from the that requires a commitment from the entire organization. Whether it is the entire organization. Whether it is the CEO or the administrative assistant, CEO or the administrative assistant,

everyone is responsible to recruit everyone is responsible to recruit new members and to work as a new members and to work as a

strategic team to accomplish your strategic team to accomplish your organization’s overall membership organization’s overall membership

recruitment goals.”recruitment goals.”––ASAE Membership Recruitment Techniques Online ASAE Membership Recruitment Techniques Online

VignetteVignette

First QuestionsFirst Questions Who makes up your market? Who makes up your market? What potential markets can you tap into to What potential markets can you tap into to

recruit prospective members? recruit prospective members? What is it that you want to accomplish with What is it that you want to accomplish with

recruitment?recruitment? What are the goals and objectives of your What are the goals and objectives of your

recruitment campaign? Are your goals recruitment campaign? Are your goals realistic? realistic?

What resources are available to help you to What resources are available to help you to achieve your recruitment goals? achieve your recruitment goals?

Stay Tuned….Stay Tuned….

Market DefinitionsMarket Definitions

Know Your MembersKnow Your Members – most important task – most important task DemographicsDemographics MotivationMotivation

Why are they members?Why are they members? What attracted them to IECA?What attracted them to IECA? Why do they stay members?Why do they stay members?

Benefit Value Benefit Value Why do they buy certain products, services?Why do they buy certain products, services?

““If you don’t know what your members want If you don’t know what your members want or what’s on their minds, you surely won’t or what’s on their minds, you surely won’t

be able to serve them.”be able to serve them.”

IECA Membership IECA Membership DemographicsDemographics

Membership: Top 10 Fields of Practice

17.87%

16.59%

14.75%14.05%

9.03%

6.52%

5.63%

3.30%

3.55%

2.36%

Consultant

Government Agency

Contractor

Engineer

Supplier

Manufacturer

None Selected

Stormwater

Other

Academic

3,124 Members (down 3,124 Members (down 17.24% from last year)17.24% from last year)

% Growth per Year (Member Numbers)

-15%

-10%

-5%

0%

5%

10%

15%

20%

2001 -2002

2002 -2003

2003 -2004

2004 -2005

2005 -2006

2006 -2007

2007 -2008

2008-2009

Membership TrendsMembership Trends

Membership Totals/Growth Trends 2005-2008

2500

2700

2900

3100

3300

3500

3700

Month

To

tal

Mem

ber

s

Chapter TrendsChapter TrendsChapter Growth 2007 to 2008

0

100

200

300

400

500

600

700

800

900

Dec-07

Dec-08

New Member TrendsNew Member TrendsNew Members By Month

0

50

100

150

200

250

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

2003

2004

2005

2006

2007

2008

Who Are Your Prospects?Who Are Your Prospects?

Three TypesThree Types ResistersResisters – people who dislike the – people who dislike the

organizationorganization IndifferentsIndifferents – prospects who do not see the – prospects who do not see the

value in joiningvalue in joining UniformsUniforms – have little info about IECA to – have little info about IECA to

make an informed decisionmake an informed decision

““Understanding their decision-making process Understanding their decision-making process will help you choose the right marketing will help you choose the right marketing

message, marketing strategy, sales process and message, marketing strategy, sales process and sales strategy.”sales strategy.”

Segmenting the MarketSegmenting the Market Matching the Needs of Members:Matching the Needs of Members: personalized personalized

solution, separate offers solution, separate offers Boost Profits:Boost Profits: sensitive to price sensitive to price Stronger Growth Opportunities:Stronger Growth Opportunities: “up sell” after “up sell” after

introducing a particular product at a lower, introducing a particular product at a lower, introductory priceintroductory price

Retaining Members:Retaining Members: appeal to members and appeal to members and potential members at different stages of their lifepotential members at different stages of their life

Targeted Marketing Communications:Targeted Marketing Communications: the the message is relevantmessage is relevant

Gain Market Share:Gain Market Share: achieve the competitive achieve the competitive advantage and become the favored choice of advantage and become the favored choice of potential memberspotential members

See Potential Market Segment WorksheetSee Potential Market Segment Worksheet

The Recruitment PlanThe Recruitment Plan

You’ve defined your audience. Now…You’ve defined your audience. Now… Begin PlanningBegin Planning

Goals, objectives, rationaleGoals, objectives, rationale Outline should be simple and have a Outline should be simple and have a

defined outcome. defined outcome. What You Need - Pull together resources, What You Need - Pull together resources,

including your membership development including your membership development program, budget and organizational program, budget and organizational strategy.strategy.

See Membership Recruitment Plan Sample DocumentSee Membership Recruitment Plan Sample Document

OutlineOutline

Proactive campaignProactive campaign

Set clearly defined goalsSet clearly defined goals

Include measurable timelinesInclude measurable timelines Example:Example: We will increase our membership by We will increase our membership by

5% by the end of this fiscal year. 5% by the end of this fiscal year.

See Recruitment Plan ChecklistSee Recruitment Plan Checklist

Marketing PlanMarketing Plan

Marketing PlanMarketing Plan Written document that details the necessary actions to achieve Written document that details the necessary actions to achieve

one or more marketing objectives. It can be for a product, one or more marketing objectives. It can be for a product, service, or brand that typically covers 1 year to 5 years. The plan service, or brand that typically covers 1 year to 5 years. The plan should include short and long-term goals of the association, should include short and long-term goals of the association, knowledge about the immediate market place, the necessary knowledge about the immediate market place, the necessary resources to make the plan successful and project timelines with resources to make the plan successful and project timelines with estimated expense figures. estimated expense figures.

IncludesIncludes Executive SummaryExecutive Summary Research AnalysisResearch Analysis Objectives, Strategies and TacticsObjectives, Strategies and Tactics Marketing SummaryMarketing Summary

See Membership Marketing Plan TemplateSee Membership Marketing Plan Template

Lifetime ValueLifetime Value Lifetime Value of a Member (LTV)Lifetime Value of a Member (LTV) can help can help

you determine how much is reasonable to spend you determine how much is reasonable to spend to recruit a new member. to recruit a new member. 

You will need to know:You will need to know: average length of time a member remains a memberaverage length of time a member remains a member your total number of membersyour total number of members yearly membership dues and non-dues revenueyearly membership dues and non-dues revenue expenses incurred to service members annuallyexpenses incurred to service members annually You also need to evaluate your value propositionYou also need to evaluate your value proposition

See Why Do Members Join Your Association, then See Why Do Members Join Your Association, then Lifetime Value Calculators and ExamplesLifetime Value Calculators and Examples

SWOTSWOT

Strengths, Weaknesses, Opportunities and Strengths, Weaknesses, Opportunities and ThreatsThreats

The SWOT analysis helps identify the various The SWOT analysis helps identify the various situations your association may need to situations your association may need to examine before the decision-making phase of examine before the decision-making phase of your marketing campaign.your marketing campaign.

Record StrengthsRecord Strengths Define WeaknessesDefine Weaknesses List OpportunitiesList Opportunities Understand ThreatsUnderstand Threats

See SWOT Analysis WorksheetSee SWOT Analysis Worksheet

Membership Marketing Membership Marketing Implementation PlanImplementation Plan

Implementation ScheduleImplementation Schedule

Target DateTarget Date Action ItemsAction Items Responsible Responsible PartyParty

Know what you want to achieve!

Designing the Campaign – Designing the Campaign – Five ElementsFive Elements

TechniquesTechniques – pros and cons – pros and cons Sales CallsSales Calls Trade ShowsTrade Shows Member-Get-A-MemberMember-Get-A-Member TelemarketingTelemarketing AdvertisingAdvertising Direct MailDirect Mail Electronic RecruitmentElectronic Recruitment

ThemeTheme OfferOffer

ProductProduct PricePrice Payment OptionsPayment Options Guarantee PolicyGuarantee Policy TermsTerms

TimingTiming Tools/MaterialsTools/Materials

See Writing a Membership Recruitment Plan DocumentSee Writing a Membership Recruitment Plan Document

Follow UpFollow Up

New Member PacketNew Member Packet Welcome letterWelcome letter NewsletterNewsletter TestimonialsTestimonials How to Access tools and resourcesHow to Access tools and resources Contact ListContact List

Evaluation – Close the LoopEvaluation – Close the Loop

Establish a benchmarkEstablish a benchmark Code and track every applicationCode and track every application Keep accurate and complete record Keep accurate and complete record

of costsof costs Analyze resultsAnalyze results SPIE!SPIE!

What Tools Can You Use?What Tools Can You Use? Chapter PortalsChapter Portals

Rosters of new membersRosters of new members Rosters of non-renewalsRosters of non-renewals

Chapter Leader Resource CenterChapter Leader Resource Center Partners for ExcellencePartners for Excellence

Maintain a web siteMaintain a web site Appoint a membership chairAppoint a membership chair Send IECA your attendee lists in ExcelSend IECA your attendee lists in Excel Send IECA updates, newsSend IECA updates, news Publish regular newsletters, other communicationsPublish regular newsletters, other communications Calendar of EventsCalendar of Events Lower price for members at eventsLower price for members at events