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
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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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