Membership CLA Webinar Jason Gudenius, Scott D. Ferrin, SPHR And Phyllis Shurn-Hannah, SPHR August 1, 2013
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Transcript Membership CLA Webinar Jason Gudenius, Scott D. Ferrin, SPHR And Phyllis Shurn-Hannah, SPHR August 1, 2013
Membership CLA
Webinar
Jason Gudenius, Scott D. Ferrin, SPHR
And Phyllis Shurn-Hannah, SPHR
August 1, 2013
Agenda
WHAT WE’LL COVER TODAY
Member-get-a-member campaign
Member retention
Effective members surveys
New membership support material on the VLRC
Membership Summit at Leadership Conference
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SHRM Member-get-a-Member Campaign:
YOUR REWARDS — Receive a $20 Amazon.com gift card* for each of the
first five new members recruited. ($100 maximum reward per referrer.) Even
if you bring in just one new member, you get a $20 Amazon.com gift card.
HOW TO REFER — Share the benefits of SHRM and encourage your
friends/colleagues to join SHRM online at membership.shrm.org
HOW WE TRACK — If your referrals apply for membership, they will need to
answer “YES” when asked if they were referred to SHRM by a current
member on their membership application confirmation page, and fill out the
information requested. If they join, you get rewarded. It's that easy.
See more details at www.shrm.org/getamember
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Member Retention
WHAT IS MEMBERSHIP RETENTION?
Membership retention encompasses
how you engage your members and
how you execute your renewal
programs to keep members over time.
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Member Engagement
HOW MEMBERS INTERACT & GET INVOLVED
Let’s hear from you…
What are you currently doing to get your
members involved/engaged with your
organization?
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MGI Membership Marketing Benchmarking
What nearly 700 associations are doing
Free survey MGI
conducts every year.
Nearly 700 associations
are asked questions
about their membership
practices.
We’ll be sharing some
information today as
support for our
discussions.
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Member Engagement
Communication Methods Used to Onboard New Members
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Member Engagement
Key Insights on Onboarding Communication
Associations with 80%+ renewal rates are
significantly more inclined to use a staff welcome
call.
Associations reporting increases in membership
over the past 5 years are significantly more likely
to use new member webinars and in–person new
member receptions, as compared to those
reporting a decline in membership.
Evidence is suggesting there is still value to
people meeting face-to-face and/or talking to
people. Traditional communication can still be
effective.
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Member Engagement
WHAT DO YOU COMMUNICATE
How do you engage your members (outside
of onboarding new members)?
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Member Engagement
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Renewals
The mechanism for getting someone to stay and for collecting dues
Let’s hear from you…
What does your current renewal program
consist of? Meaning how many times do
you contact a member and how do you
contact them?
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Membership Renewal
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Membership Renewal
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Membership Renewal
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Effective Member Surveys
What questions to ask
What questions are you currently
asking your members?
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Effective Member Surveys
Sample Questions for understanding value
We are interested in developing chapter programs
that will appeal to you. Please indicate which of the
following would be of sufficient interest that you
would attend a chapter event on the topic? (select all
that would be relevant)
– Strategic HR
– Compliance
– Managing FMLA Claims
– Wellness Programs
– Etc.
– Etc.
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Effective Member Surveys
Sample Questions for understanding value
How important are the following chapter functions to
you? Rank each from 1-5 with 1 being low
importance and 5 being high importance.
– Networking with local professionals
– Ability to obtain CE credits
– Professional development
– Etc.
– Etc.
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Effective Member Surveys
Sample Questions for understanding value
How satisfied are you with the our ability to deliver on
the following functions? Rank each from 1-5 with 1
being low importance and 5 being high importance.
– Networking with local professionals
– Ability to obtain CE credits
– Professional development
– Etc.
– Etc.
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Effective Member Surveys
How often do you survey?
How frequently do you survey
your members?
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Effective Member Surveys
How often do you survey?
Rule of thumb – survey your
members for feedback on your value
every 1-2 years.
Use surveys to gather ideas when
planning the upcoming years’
programs.
Surveys are a tool for listening!
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New VLRC Resources
SAMPLES FROM MGI
Sample renewal notice
Sample acquisition effort
Sample calling script
http://www.shrm.org/Communities/VolunteerResources/Pages/MembershipCLA.aspx
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Questions?
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Leadership Conference Planning
2013 SHRM Leadership Conference
November 21-23, 2013
Gaylord National Hotel
National Harbor Maryland
Membership Summit Meetings
Friday and Saturday
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Leadership Conference Planning
Past Membership Summit Meetings:
Leadership Conference 2010
Annual Conference 2011
Leadership Conference 2011
Annual Conference 2012
Leadership Conference 2012
Find the information on the VLRC at:
http://www.shrm.org/Communities/VolunteerResources/Pages/2010MembershipSummit.asp
x
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Leadership Conference Planning
Past Membership Summit Topics:
Leading Membership Activities
Full Cycle Recruiting
– Attract, engage, retain
Developing board engagement
New markets for members
Marketing basics
Surveying and strategic planning
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Leadership Conference Planning
Let’s hear from you…
What do you want to see at the 2013
Membership Summit at Leadership
Conference?
What are the outcomes you expect from
your conference experience?
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SHRM is Your Support
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Membership CLA Calls
Membership Webinar Dates:
August 1
November 21-23 SHRM Leadership
Conference
December 11
Recorded webinars located:
Volunteer Leader Resource Center (VLRC)
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Questions?
Jason Gudenius, CDM
Account Director
[email protected]
703-706-0392
Web: www.MarketingGeneral.com
Phyllis Shurn-Hannah, SPHR
Northeast Field Services Director
[email protected]
1-800-283-7476, Option 1, Ext. 6293
Scott D. Ferrin, SPHR
Southwest Central Field Services Director
[email protected]
1-800-283-7476, Option 1, Ext. 6453
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