Transcript Growing IECA One Chapter At A Time
Growing IECA One Chapter At A Time
with Meg Tully, CAE
Association Development Director
What Will You Learn?
How to establish goals and objectives for a recruitment campaign How to identify prospects Different types of recruitment methods Tailoring recruitment methods to your audience Importance of follow up Lifetime Value Calculation
Acknowledgment
Most of the material for this course was taken from the
Membership Recruitment
Techniques Vignette, published by the American Society of American Executives, 2009.
A Team Approach
“Recruitment is a continuous activity that requires a commitment from the entire organization. Whether it is the CEO or the administrative assistant, everyone is responsible to recruit new members and to work as a strategic team to accomplish your organization’s overall membership recruitment goals.”
–ASAE Membership Recruitment Techniques Online Vignette
First Questions
Who makes up your market? What potential markets can you tap into to recruit prospective members? What is it that you want to accomplish with recruitment?
What are the goals and objectives of your recruitment campaign? Are your goals realistic? What resources are available to help you to achieve your recruitment goals?
Stay Tuned….
Market Definitions
Know Your Members
– most important task Demographics Motivation Why do they stay members?
Benefit Value Why are they members?
What attracted them to IECA?
Why do they buy certain products, services?
“If you don’t know what your members want or what’s on their minds, you surely won’t be able to serve them.”
IECA Membership Demographics
3.55% 3.30% 5.63% 6.52% 9.03% 14.05% 17.87% 16.59% 14.75% Consultant Government Agency Contractor Engineer Supplier Manufacturer None Selected Stormwater Other Academic
3,124 Members (down 17.24% from last year)
% Growth per Year (Member Numbers)
20% 15% 10% 5% 0% -5% -10% -15% 2001 2002 2002 2003 2003 2004 2004 2005 2005 2006 2006 2007 2007 2008 2008 2009
Membership Trends
Membership Totals/Growth Trends 2005-2008
3700 3500 3300 3100 2900 2700 2500 Ja n 05 A pr -0 5 Ju l-0 5 O ct -0 5 Ja n 06 A pr -0 6 Ju l-0 6 O ct -0 6 Ja n 07 A pr -0 7 Ju l-0 7 O ct -0 7 Ja n 08 A pr -0 8 Ju l-0 8 O ct -0 8
Month
Chapter Trends
Chapter Growth 2007 to 2008
900 800 700 600 500 400 300 200 100 0 A us tra G la si re a at L ak G re es at R Ib iv er er s oA m er ic a In di M a al ay M si id M a -A ou tla nt nt ai ic n S ta te s N or N th or ea th er st n P la P in s ac O ifi nt c ar N io or th S w es ou t th A S fri ou ca th C en tra S l ou th ea st W es te rn Dec-07 Dec-08
New Member Trends
New Members By Month
250 200 150 100 50 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2003 2004 2005 2006 2007 2008
Who Are Your Prospects?
Three Types
Resisters – people who dislike the organization Indifferents – prospects who do not see the value in joining Uniforms – have little info about IECA to make an informed decision
“Understanding their decision-making process will help you choose the right marketing message, marketing strategy, sales process and sales strategy.”
Segmenting the Market
Matching the Needs of Members:
separate offers
Boost Profits:
sensitive to price personalized solution,
Stronger Growth Opportunities:
“up sell” after introducing a particular product at a lower, introductory price
Retaining Members:
appeal to members and potential members at different stages of their life
Targeted Marketing Communications:
relevant the message is
Gain Market Share:
achieve the competitive advantage and become the favored choice of potential members
See Potential Market Segment Worksheet
The Recruitment Plan
You’ve defined your audience. Now…
Begin Planning
Goals, objectives, rationale Outline should be simple and have a defined outcome. What You Need - Pull together resources, including your membership development program, budget and organizational strategy.
See Membership Recruitment Plan Sample Document
Outline
Proactive campaign Set clearly defined goals Include measurable timelines Example:
We will increase our membership by 5% by the end of this fiscal year. See Recruitment Plan Checklist
Marketing Plan
Marketing Plan
Written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product, service, or brand that typically covers 1 year to 5 years. The plan should include short and long-term goals of the association, knowledge about the immediate market place, the necessary resources to make the plan successful and project timelines with estimated expense figures.
Includes
Executive Summary Research Analysis Objectives, Strategies and Tactics Marketing Summary
See Membership Marketing Plan Template
Lifetime Value
Lifetime Value of a Member (LTV)
can help you determine how much is reasonable to spend to recruit a new member.
You will need to know:
average length of time a member remains a member your total number of members yearly membership dues and non-dues revenue expenses incurred to service members annually You also need to evaluate your value proposition
See Why Do Members Join Your Association, then Lifetime Value Calculators and Examples
SWOT
Strengths, Weaknesses, Opportunities and Threats
The SWOT analysis helps identify the various situations your association may need to examine before the decision-making phase of your marketing campaign.
Record Strengths Define Weaknesses List Opportunities Understand Threats
See SWOT Analysis Worksheet
Membership Marketing Implementation Plan
Target Date
Implementation Schedule
Action Items Responsible Party
Know what you want to achieve!
Designing the Campaign – Five Elements
Techniques
– pros and cons Sales Calls Trade Shows Member-Get-A-Member Telemarketing Advertising Direct Mail Electronic Recruitment
Theme Offer
Product Price Payment Options Guarantee Policy Terms
Timing Tools/Materials See Writing a Membership Recruitment Plan Document
Follow Up
New Member Packet
Welcome letter Newsletter Testimonials How to Access tools and resources Contact List
Evaluation – Close the Loop
Establish a benchmark Code and track every application Keep accurate and complete record of costs Analyze results SPIE!
What Tools Can You Use?
Chapter Portals
Rosters of new members Rosters of non-renewals
Chapter Leader Resource Center Partners for Excellence
Maintain a web site Appoint a membership chair Send IECA your attendee lists in Excel Send IECA updates, news Publish regular newsletters, other communications Calendar of Events Lower price for members at events