TVD - ASAE 2008 presentation on champion program
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Transcript of TVD - ASAE 2008 presentation on champion program
The Circle Of ChampionsHow To Create An Inner Circle That
Enhances Membership Trust, Engagement And Growth
Todd Von Deak, Director, Membership & Marketing SHM Bruce Seidel, Account Executive Marketing General Inc.Bill Jerome, Chief Strategy Officer Marketing General Inc.
Connecting Great Ideas and Great People
There Is One Thing Your Association Has That Can’t Be
Duplicated:
Your Membership!
Anybody Want To:
Increase Your Prospect Universe By 100%? Increase Your Foundation Revenue Goal By
200%? Force Your Board To Put Effort Behind Their
Demands?
Well, Here Are the Playing Field and the Guidelines:
People Join When They Are Asked There’s New Competition To Break
Through The Clutter You Have Limited Resources There Is A Need To Grow And Retain
Membership Your Membership Network Is A Unique
Core Asset
Most Associations Want To Meet The Needs Of A Growing
Membership
Membership Base: •New Members•Greater Involvement•Enhanced Revenue
And They Try To Do It By Directly Approaching Prospects And
Members
Membership Base: •New Members•Greater Involvement•Enhanced Revenue
There Has To Be A Better Way
There Is A Network That Can Make All Your Efforts More
Effective:
Membership Base: •New Members•Greater Involvement•Enhanced Revenue
Circle of Influence
There Is A Network That Can Make All Your Efforts More
Effective:
Membership Base: •New Members•Greater Involvement•Enhanced Revenue
Circle of Influence
What Do You Do?
There Is A Network That Can Make All Your Efforts More
Effective:
Membership Base: •New Members•Greater Involvement•Enhanced Revenue
Circle of Influence
Ask ‘Em!
There Is A Network That Can Make All Your Efforts More
Effective:
Membership Base: •New Members•Greater Involvement•Enhanced Revenue
Circle of Influence
Ask ‘Em!Who?
How? Why?
There Is A Network That Can Make All Your Efforts More
Effective:
Membership Base: •New Members•Greater Involvement•Enhanced Revenue
Circle of Influence
Ask ‘Em!Who?
How? Why?
Those With:•Passion•Influence•Purpose•Opportunity
There Is A Network That Can Make All Your Efforts More
Effective:
Membership Base: •New Members•Greater Involvement•Enhanced Revenue
Circle of Influence
Ask ‘Em!Who?
How? Why?
Those With:•Passion•Influence•Purpose•Opportunity
• Identify• Simplify• Edify/encourage
There Is A Network That Can Make All Your Efforts More
Effective:
Membership Base: •New Members•Greater Involvement•Enhanced Revenue
Circle of Influence
Ask ‘Em!Who?
How? Why?
Those With:•Passion•Influence•Purpose•Opportunity
• Identify• Simplify• Edify/encourage
• Recognition• Return• Good of the cause
I. Membership Growth II. Foundation Growth
Circle of Champions Participating Partners
100% Increase In Market Opportunity
200% Increase In Individual Donations
2 Case Studies Successes
The Model Of Success:
Show Internal Commitment
Ready: Set Guidelines
Make Process Easy
Set Exciting Goals
Identify & Introduce From The Top
Set: Roll Out Get Process Feedback / Involvement
Provide Vision, Materials, Direction
Distribute And Remind
Go: Execute Keep In Touch
Acknowledge / Thank / Recognize
Enhance Establish The Next Level
Society Of Hospital Medicine:Finding A Hidden Market
Challenges: Increase Membership And Revenue Find And Attract 6,000 Elusive Prospects
Approach: Stimulate A Group Of Field Evangelists Who Would Initially
Identify And Eventually Encourage Prospective Members To Join
First Thought: Have Champions Tell Us Hospitalist Names
Second Thought: Use Champions To Streamline A Wide-spread Telemarketing
Approach. There’s An 80/20 Somewhere, But WHERE Is It?
Society Of Hospital Medicine:Finding A Hidden Market
Assessment: Estimated 20,000 Hospitalists 7,000 Members 6,100 On Prospect File 6,900 ????
Get Ready:
1. Initial Commitment: Understand How To Penetrate The Market Made Test Calls To Hospitals
A. Those With HM Leader B. With SHM Members C. With Identified HM Programs
Discovered 2000 A & B Hospitals Were 3 x More Efficient To Find Hospitalists
Leaders Enhanced Calls And Names By 100%
Net: Find Hospitals With Leaders And Get Leaders’ Names
We Had The Focus For Our Champions
Get Ready: 2. Make The Process Easy: Already Had Call Script Identified Key Areas With Major Hospitals We Supply Hospital Lists With SHM Members, Leaders And
Prospects Champions Simply Update Lists
3. Set Exciting Goals Focus On “Owning The Profession” Creation Of “Exclusive Level Of Champions” Conference Discounts Special Meeting/ Recognition At Conference Special Access To SHM President Value Of Personal Impact And Insights “Opportunity To Influence”
Get Set:
4. Identify And Influence From The Top: Identified 50 Called 25 Extended A Personal Invitation To Join
5. Get Feedback Process:
1. Agreed To Review, Confirm, Add Names2. Input On Whom To Contact At Hospitals
Benefits:1. Liked The Proposal2. Did Not Want A Special Offsite Meeting
Get Set:
Go:7. Distribute And Remind 25 Market Lists/ 20 Returned 63 New Leaders Identified 217 List Enhancements 402 New Hospitalist Names At ½ Price 8. Keep In Touch Monthly Reminders Ongoing Thank-You’s
9. Acknowledgement Special Convention Meeting Special Contact From President
Enhancement:
10. Establish The Next Level:
Ready To Roll-out To More Champions Collection Of Testimonials Going To Solicitation Package Prospects Can Contact Champions For Questions Leverage Of Insights From First “Meeting Of The Circle” Rollout Of Prospecting Calls To New Leaders And Process
Based On Champion Insights
Net: Established Program Foundation
Proven Program To Engage Champions
Obtained A Local Support Network, Willing To Make Connections (Half Speak Regularly To
Residents) And Respond To Inquiries
Understand And Respect For Champion’s Comfort Zone Able To Maximize Engagement Know What To Offer And How
Net: Prospect Growth Direct Impact On 682 New Names (10% Of Goal) Roll-out Program To 2,000 Key Hospitals At 1/3 The Cost Of
Other 4,000 Originally Perceived A 6,900 Available Universe:
7,600 New Names Collected Indication Of Another 6,000 Possible From Unresolved
Hospitals Double Our Expectations
Originally Perceived 6,700 Hospitals / Groups Now Identified 7,500 Grew “Hospitals With Contacts” From 3,100 To 4,500 1,000 “Likely Profiles” 2,000 Low Priority
Opportunity To Increase Membership And List Revenue By 50% (3:1 Return On Investment In The First Year)
Success II: Growing The “Foundation” Of The Foundation:
Challenge: Establish The Basis For Grassroots Donations
Approach: Stimulate And Institute A Group Of Influencers To
Donate And Motivate Others
Get Ready: 1. Internal Commitment: Increase Staff Giving From 30 To 40% Identified How All Past Donations Were Used Confirmed Internal Vision Of The Foundation 2. Make Process Easy: Created FAQ; Established Accountability/Stewardship Sample Presentation, Letters, Scripts Provided No Cold Calls: Previous Givers List Call Friends
3. Set Exciting Goals: Increased Recognition Level From $250 To $5,000 Institutionalized Commitment To Stewardship And Vision
Get Set:
4. Identify And Influence From The Top: Identified 100 Possible Leaders Trustees Board Service International President Called 10 As An Initial Taskforce Affinity For Research Long-term Members Extended A Personal Invitation To Join, With Importance And
“Exclusivity” 5. Get Feedback Taskforce Created The Platform Of “Stewardship” For The Campaign Confirmed And Achieved Buy-in Of Goals
6. Provide Vision, Materials, Direction Confirmed Goals Revised FAQ Listed Achievements And Upcoming Initiatives
Go:
7. Distribute And Remind Packages Distributed By Hard Copy And Email 8. Keep In Touch Monthly Reminder Calls From President
9. Acknowledgement Ongoing Updates Of Program Program Recap Thank You Calls And Letters
Enhancement:
10. Establish The Next Level Ready To Roll-out To More Champions Expand To Company Test
Net:
Giving Increased 3-fold Previous Maximum Gift: $300 Test Results: Gifts Over $5,000
Why It Works:
It Builds On Unique “Pillars Of Engagement
™”
Vision
Vision
The Key SummaryThe Right Model enables you to create engagement with your champions:
Engagement
Respect
Rewards
Vision
Rewards
Vision
The Key SummaryThe Right Model enables you to create engagement with your champions:
Engagement
Respect
Specific efforts showing importance of your Champions’ specific situation, status, needs and opinions to the execution and delivery of your association’s programs
“The specific benefits or provided through your
program’s mission that proves a measurable return for your
members’ investment (of time, money, energy)”
“A clear understanding
of what the program does
that is important, even
indispensable to your
champions’ success and aspirations”
Now Imagine...Don’t Stop With “Members”
Who Is Your Network? Internal Evangelists Vendor Champion Group Employers Network Influencers
Business Alliances Faculty Even Spouses
So, What’s Your Challenge ?And How Can You Leverage A Network Of
Evangelists To Help You?
Good Luck And Good Growth!