Membership Summit Chantal Rotondo Teresa Sullivan Jason Gudenius • November 16, 2012

©SHRM 2012

Membership SummitChantal Rotondo

Teresa SullivanJason Gudenius

• November 16, 2012

©SHRM 2012

Agenda

10:25 am – 10:35 am• Introductions & Housekeeping• How to ask Questions• Membership Lifecycle

10:35 am – 11:20 pm• Myth-Busting Tips

AwarenessEngagement

Reinstatement

11:20 – 11:25 am• Surveying

11:25– 11:30• Scenarios

2

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MGI Membership Lifecycle™

The five key membership life stages:

• Awareness

• Recruitment

• Engagement

• Renewal

• Reinstatement

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Trends from the 2012 Membership Research

Video

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Discussion

•How State Councils can assist Chapters in building awareness

•What can the State Councils do to support awareness building at the State level?

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Engagement

• They Joined!! Now what??

• Cultivate a one-to-one relationship• A planned, proactive, methodical process of engaging a new

member

• Remind them of how to access benefits

• What is important to them? Ask them…then remember what they told you

• Have new-member “radar”

• A 2-way conversation

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Member Engagement

Which of the following do you use to welcome and engage new SHRM chapter members?

Email welcome 32%

Introduction or announcement to new members at chapter meetings 28%

Other 12%

Mailed welcome letter or member kit 11%

Welcome phone call 10%

Membership card or certificate 3%

Special discounts 1%

None 1%

New member webcast or online chat 1%

Source: 2010 Chapter Survey

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Engagement

Engagement Possibilities• Welcome email – sent out within 48 hours of joining• Welcome call from volunteer

• What are the issues you are concerned about (add notes to dB)

• Invitation to next meeting

• Email – how to use our website

Media Timing Offer

Email 24-48 Hrs Welcome w/link to Meeting Schedule

Call 1 week Welcome and invite to next meeting

Emails 2 weeks How to use our website

Email 4 weeks What are you interested in?

Email 8 weeks Bi-Monthly Newsletter

Call 12 weeks Invite to next meeting

Call 16 weeks Can you help us out at the next meeting?

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A Sample Engagement Plan

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Discussion

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• Are there other avenues that the State Councils can use to support Chapters in this task?

• Brainstorm on how the State Councils engage the Chapters

• Build a template to help the Chapters streamline the process

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Reinstatement

Between Renewal and Lapsed Status• Remind the member of their transactions• Special offer if reinstate by ___ date• Methodical – time driven

Exercise: what else can you do to entice a former member to come back?

Video

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Discussion

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FACT: Expires are your best prospects

• How long after a member expires do you continue to let them receive benefits?

• Find out why they let their membership lapse

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Pre-design

Focus on information gathering that is actionable.

Remember that feedback should be an ongoing process. Continuous feedback allows you to monitor feedback trends over time.

Best Practice Tips in Developing Surveys

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Survey Design

Keep it short!

Avoid open-ended questions whenever possible

Ask only relevant questions

No leading questions

Don't require too much from respondents

Avoid overloading table and multiple choice questions

Remember to include "Not Applicable"

Get personal -- within limits

Use Odd numbered scales

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Implementation

Test your survey

Use your survey software to collect suggestions on the

survey itself

Design feedback surveys ahead of time and trigger

them automatically.

Give respondents some type of benefit

Act on negative feedback

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Mistakes to Avoid

• Having little or no understanding of the target audience

• Providing multiple choice lists that are too restrictive

• Requiring answers to all questions

• Asking too many open-ended questions

• Using ranking questions incorrectly (or overusing them)

• Asking unnecessary survey questions

• Asking too many questions

• Asking two survey questions in one

• Making questions too general

• Putting too little time and effort into writing the survey

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Annual Marketing Plan Calendar

Target Market Schedule Offer Media Call to Action

Small Businesses Jan, 2013 HR Toolkit Presentation @ CofC Meeting

Get business cards/fill form

Small Business Feb 2013 Article about the value of HR

Business Journal

Chapter website join link

HR Professionals Mar 2013 Discount Email lists Join now!

Survey to Members

April 2013 White Paper Online Survey Complete survey by 4/30

Prospects May 2013 Free Chapter Meeting

EmailWebsite

Respond by5/31/2013

Highly recommended to keep acquisition aggressive. Advance planning is critically important to growth.

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Build a Multi-Year Plan

Action Timing Target Media Offer Budget Call to Action Deliverable

Awareness Nov 2012 Business n/a Learn more about HR

$25 Free Whitepaper PPT

Recruitment Jan 2013 Lapsed Email Free Whitepaper $300 Join by Date Email w/link

Engagement #3 Monthly New Member

Email How-to webinar for chapter website

$100 Sign up for webinar

Video, email

Renewal 10th of each month

Expiring Members

multiple Why your membership is important

Annual budget

Renew by date to continue benefits

Chart

Reinstatement Quarterly Lapsed (expired) members

multiple What you’ve been missing…article

Annual budget

Rejoin and get discount

Jpeg of article

Since volunteers turn over every year or two, continuity can only come from long-term planning. State Councils and Chapters can work together to maximize efforts and institutionalize best practices.

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FREE Marketing Resources

SHRM Chapter & State Council Resources are on the VLRC

Visit the Direct Marketing Association website for good marketing resources at www.the-dma.org. Privacy information can be found at www.the-dma.org/privacy

Sites with good marketing tips include:

• Marketing Profs, www.marketingprofs.com – free newsletter

• MarketingSherpa www.marketingsherpa.com – free newsletter

• membershipmarketing.blogspot.com

• Email Institute www.emailinstitute.com – free newsletter

• Smartbrief on Social Media www.smartbrief.com – free newsletter

• Email Marketing: www.myemma.com/blog

Groups on LinkedIn: MarketingSherpa, Member Engagement, Social Media Marketing, Member ROI for Associations & Societies

Membership Summit Chantal Rotondo Teresa Sullivan Jason Gudenius • November 16, 2012

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Transcript of Membership Summit Chantal Rotondo Teresa Sullivan Jason Gudenius • November 16, 2012