Membership Growth Best Practices Webinar

Tuesday, March 31, 2015

Sponsored by:

Webinar Agenda

• Welcome • 10 in 2 Campaign • NAA Resources to Support Your Growth • Affiliate Best Practices on Growth • Q&A • Conclude

Thank you to our Sponsors!

www.naylor.com

Webinar Moderator

Russ Webb NAA’s 2015 AEC President Association Executive Georgia Apartment Association

10 in 2: Growing Stronger Together NAA Membership Growth Goal to 10 Million Units!

Membership Growth

10 in 2: Growing Stronger Together

Unit Growth 2011-2014

700 000 600 000 500 000 400 000 300 000 200 000 100 000 0 Growth in Units Percent Increases 6.3 Mil 2011 287 733 4,6% 6.6 Mil 2012 325 000 5% 7.06 Mil 2013 463 000 7% 7.67 Mil 2014 605 000 8,5%

Jon Lowder NAA’s 2015 AEC President Elect Association Executive Piedmont Triad Apartment Association

NAA Resources Available to You

• AEX (Affiliate Exchange) • Association Management Support/Regional Liaisons • Data Provider Services (Prospects with your Market) • Co-branding Membership Affiliate Program • Membership-Lease Compliance Support • Membership Challenge

AEX (Affiliate Exchange)

And NEW Resource

• Online Resource for affiliate staff, board, etc.

• Library of best practices – Peer-to-Peer Network – Articles – Videos – And more!

www.naahq.org/aex

Association Management Support/Regional Liaisons

• Association management in-person support –

Strategic planning – Board Orientations – Membership Recruitment and Retention

• Trade shows and general membership meetings • Peer to peer consulting • Affiliate Marketing Request Form • Connecting to Resources at NAA

Membership & Affiliate Services

Data Provider Services

• Prospective companies and properties in your market • Contacts (C-level to property level) within prospect companies • Property Management Changes & New Construction • Contact NAA if you need an updated prospect list

Membership Growth Support

Better communicate the value of local membership Benefits and services at the state and national levels More than 50 NAA affiliates participating

Membership – Lease Compliance Support

• Ensures non-member properties join your association in a timely fashion • Affiliates receive weekly emails from NAA when we have a non-member lease user listed • Important to respond back and NAA will handle getting the properties into compliance

NAA Affiliate Membership Challenge – Fun & Energizing!

Learn More Sign Up Today

NAA Affiliate Membership Challenge – Fun & Energizing!

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Win Great Prizes

– Two cruise certificates (two people per certificate) • Certificate good for two people • Mexico, Bahamas or Western Caribbean • No additional cruise fees included – Thousands of dollars in cash – Two full 2016 NAA Education Conference & Exposition registrations

Atlanta Apartment Association (AAA)

Membership Drive Idea that Works!

• We “theme” the membership drive to go along with AAA’s theme for the year. • There are 165 committee members divided up into 9 teams.

• Every team has 2 Captains, one each from the Owner/Manager and the Associate side.

• Every team has an Advisor, an experienced membership volunteer .

Atlanta Apartment Association (AAA)

Membership Drive Idea that Works!

• We maintain a website for them to keep up with their team’s progress www.aaamembership.org

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• We provide them with all of the tools they need to succeed in both recruiting and renewals.

• Most of all…we make it fun and reward them for their outstanding work .

Paul Smith, CAE Executive Director

2014 Unit Growth: From 75,998 to 96,267 (27% increase) Units 100 000 90 000 80 000 70 000 60 000 50 000 40 000 30 000 20 000 10 000 0 2013 2014 Utah Apartment Association

100 000 90 000 80 000 70 000 60 000 50 000 40 000 30 000 20 000 10 000 0 Paul Smith, CAE Executive Director 2014 Unit Growth: From 75,998 to 96,267 (27% increase) Units • Non-member communities • Single Family Property Management Companies • New Construction • Visit prospective members with UAA Board Members • Keep retention rate high 2013 2014

Apartment Association of Kansas City Debbie Haukenberry

Association Executive, AAKC

2013-2014 Unit Growth: 55,308 to 70,086 units 26.72 % increase

Keys to Success

• NAA – Affiliate Co-branded Program - Fliers and Emails (Recruitment & Retention); New supplier program • ALN Data on prospects in your market • NAA Letters to non-members • Board/Member involvement • Membership Challenge/Campaigns

Taylor Jackson, CMP Director of Business Development 512-323-0990 / [email protected]

Total Unit Count: 203,255 Total Supplier Members: 403 Total Owner/Mgmt. Co Members: 682 Unit Growth: 13,014 Net Member Growth: 48 Total Revenue Growth in 2014: $30,468.91

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Membership Growth Initiatives

Bottom Line Best Practices

Use all resources available to you – Local partnerships, State & NAA programs and ASAE • Unify your message laterally from local to NAA Create master plan to maximize efforts with a set matrix of success • Members are constantly changing – always assess the members needs

Membership Issue

• Total membership count became stagnant 2003-2013 • •

Solution

Needs Assessment:

Identified growth opportunities using the ALN partnership with NAA and local partnerships / Identified needs & marketing avenues

Development:

New marketing materials / NAA Co Branding Program for prospects / GoogleAds • Retention rates became unsteady dipping below 80% •

Needs Assessment:

Surveyed new and seasoned members – member value •

Development:

Programming changes / Participate in NAA partner programs / New communications – WEBLINK & Constant Contact / Combined messaging for existing members with NAA Co-Branding

NAA Membership Growth Best Practices Webinar

Q & A

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NAA is Here to Serve You!

• Dave Edwards Vice President of Membership and Affiliate Services [email protected]

703-797-0689 Joshua Dick Director of Membership and Affiliate Services [email protected]

703-797-0624 Donna Motley Senior Manager of Membership and Affiliate Services [email protected]

703-797-0625 • • Kevin Watkins Midwest Region Liaison [email protected]

469-503-1777 Kyle Huie Membership Coordinator [email protected]

703-797-0695 Crissy Artis Customer Service Representative [email protected]

703-797-0605