Membership & Marketing Overview

Council Presidents’ Seminar April 10,2014 Kathy Partain, CAE Director, Membership & Marketing

Chapters & National: Working Together

  Collaboration is essential.

Peer-to-peer interaction is the best and most effective method for recruitment and retention.

A Close Look at MOAA Membership

      Membership stands at 383,000+ members.

Greatest Generation leaving Need

next generations

to sustain Retention good…but too many lapse Recruiting now more than ever Just entered the 2 nd membership model year of the new

Membership Model

Membership level determines what products or services a member receives  Moving away from providing products and services to everyone regardless of what member paid

Common Foundation LIFE BASIC No Fee

Advocacy Products & Services Information Chapters

Pick The Model That Suits Your Stage/Style

Basic Premium Spouse Benefits Mirror Member’s Category Life

New Membership Model: What Will We Gain?

   Increase in percentage of younger officers.

Larger pool of members that can later be converted to premium membership.

Differentiation in value propositions.



Common Recruiting & Marketing Challenges

Aging demographics

Demographic Snapshot Ages

Demographic Snapshot Status

Chapter Membership Demographics-

Life Membership Growth

55% of paid membership

      

Common Recruiting & Marketing Challenges

Aging demographics Competition Limited or denied access Privacy/Can-spam Acts List fatigue New media Postage increases

Why MOAA?

   Personalize MOAA membership to the individual.

Appeal to emotion.

More member stories and testimonials.

Communications Planning

Why Chapter Membership?

 How does your chapter answer this question?

    Allows member to stay connected locally Camaraderie with a purpose Allows officers to continue leading Creates a support network for spouses

National & Chapters: Working Together

  Chapter Recruiting program Ongoing efforts to promote chapters to national members

National Support of Chapter Recruiting 2013

   Ads for local re-purposing Chapter assignments and vouchers for new national members Print and online join forms

USAA Sponsorship

   Must promote USAA Must be linked to chapter membership growth Must have a connection to community service/goodwill

Exhibits

    National Conferences State National Guard Associations Conferences Awards Gold Bar Council and Chapter support is vital.

Text Alerts

Coming soon…Members can subscribe to alerts by texting one or more of the following keywords to MOAA1 (66221).

Benefits Career Caregive Legis Member VAClaims

In Summary

   Membership has its challenges We’re a strong team when we work together Your leadership is appreciated

Questions?