Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar,...
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Transcript of Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar,...
![Page 1: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/1.jpg)
Meeting the Challenge: What are you doing differently
to retain members in 2013?
Melanie J. Penoyar, CAEErin Haddigan
![Page 2: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/2.jpg)
Agenda
• Status of 2013 Membership Goals• Section Membership Challenge
– First –year members– Four actions for Sections
• Section sharing• Membership Promotions• Fall Tradeshows and Section Conferences
![Page 3: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/3.jpg)
2013 Membership Goals
• 50,000 members• 88% retention rate• $10.2M in dues revenue
![Page 4: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/4.jpg)
• Renew 67% of 1st-year members and get 10% of dues collected.
• Focus on specific members.• Section Tools
• Best friends list• Retention Report• Challenge Report
Section Membership Challenge
![Page 5: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/5.jpg)
1st-Year Members
• What’s all the fuss about new members?
• What’s different about them?
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The Membership Lifecycle
– Awareness– Recruitment– Engagement– Renewal– Reinstatement
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Engagement
• The process of moving members from observers to users of products and services, while strengthening their emotional or physical investment– Create interaction– Communicate relevance– Measure involvement
![Page 8: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/8.jpg)
We should be guiding the member experience.
![Page 9: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/9.jpg)
• Benchmarks• Individuals
• 67%• Organizations
• 75%
• AWWA• Individuals
• 49%• Organizations
• 56%
1st-Year Member Retention
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AWWA Retention Strategy
Individual Members
Individual Actives
(Grade 02)
Admin/Operations (Grade 06)
Life/Honorary (Grades 10 &
12)
Students(Grade 14)
International(Outside North
America)Sections Sections awwa awwa awwa
Organizational Members
Main Contacts (Grade 76)
Additional Actives(Grade 04)
Utilities (Grades 80-86)
Service Providers
(Grades 90-94)
Partner Agencies
(Grade 74)AWWA AWWA AWWA AWWA awwa
![Page 11: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/11.jpg)
• New member kit arrives in 1st month and includes:• Letter• Card• Certificate• Coupon• Quick References• Resource Guide
AWWA Onboarding
![Page 12: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/12.jpg)
• Email Series includes:• Welcome W1• Get Familiar M2• Get Connected M3
• Web Resources• Get Involved
AWWA Onboarding
![Page 13: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/13.jpg)
• Member Value Messages
• New Member Orientation
• Social Media
Other Activities
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Prior to Expiration Activity Month
• Web Notice 10• 1st Email Notice 10• 1st Mail Notice 10• 2nd Mail Notice 11• 2nd Email Notice 12• Last Issue 12
After Expiration Activity Month
• 3rd Mail Notice>30• Post card >30 • 3rd Email Notice >60• Call >60• 4th Email Notice >90 • Win Back Calling
April/Oct
AWWA Renewal Efforts
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• Communicate with new members• Recognize new members• Push new members to engage • Thank new members
Section Responsibilities
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Sections Welcome New Members
• During 1st Month• Options
• Email• Mail• Phone
• Section Tools• Database and
weekly lists• Templates :
• Emails• Letters• Calling scripts
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Section Recognize Members
• During Q1 recognize members through:• Web• Newsletter• Public Recognition
• Section Tools• Section Database
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Section Recognize Members
• During Q1 recognize members through:• Web• Newsletter• Public Recognition
• Section Tools• Section Database
![Page 19: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/19.jpg)
• During month 4, push members to engage with the Section:• Provide discount to
conference or training
• Encourage them to recruit a member
• Ask to volunteer
• Section Tools:• New member
discount sample• Member-Get-A-
Member Resources• Volunteer flyer
Push Engagement
![Page 20: Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan.](https://reader037.fdocuments.us/reader037/viewer/2022110402/56649e485503460f94b3b8a7/html5/thumbnails/20.jpg)
Show Appreciation
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• Section Tools• Member
Appreciation Toolkit:• Graphics• Video• Ideas• Section examples
Show Appreciation
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• What are you doing today?
• What are your great ideas?
Great Ideas
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Membership Campaigns
Individual • Grade 02• 15 months for the price of 12
Operator• Grade 06• eLearning bundle, study guide
bundle
Student• Grade 14• Join for $10• 9/1-11/30
Small Utilities• Grades 80 and 81• 25% off first year
Member-Get-A-Member
Social Media promotions• International Coffee Day• $70 purchase required to get
Free mug
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Fall Section Conferences
AWWA will promote member value at many outside tradeshows and Section conferences this fall.