Transcript Membership Summit Chantal Rotondo Teresa Sullivan Jason Gudenius • November 16, 2012 ©SHRM 2012 Agenda 10:25 am – 10:35 am • Introductions & Housekeeping • How to ask.

Membership Summit
Chantal Rotondo
Teresa Sullivan
Jason Gudenius
• November 16, 2012
©SHRM 2012
Agenda
10:25 am – 10:35 am
• Introductions & Housekeeping
• How to ask Questions
• Membership Lifecycle
10:35 am – 11:20 pm
• Myth-Busting Tips
Awareness
Engagement
Reinstatement
11:20 – 11:25 am
• Surveying
11:25– 11:30
•
Scenarios
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MGI Membership Lifecycle™
The five key membership life stages:
•
Awareness
•
Recruitment
•
Engagement
•
Renewal
•
Reinstatement
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Trends from the 2012 Membership Research
Video
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Discussion
• How State Councils can assist Chapters in
building awareness
• What can the State Councils do to support
awareness building at the State level?
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Engagement
• They Joined!! Now what??
• Cultivate a one-to-one relationship
• A planned, proactive, methodical process of engaging a new
member
• Remind them of how to access benefits
• What is important to them? Ask them…then remember
what they told you
• Have new-member “radar”
• A 2-way conversation
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Member Engagement
Which of the following do you use to welcome and
engage new SHRM chapter members?
Email welcome
32%
Introduction or announcement to new members at chapter
meetings
28%
Other
12%
Mailed welcome letter or member kit
11%
Welcome phone call
10%
Membership card or certificate
3%
Special discounts
1%
None
1%
New member webcast or online chat
1%
Source: 2010 Chapter Survey
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Engagement
Engagement Possibilities
• Welcome email – sent out within 48 hours of joining
• Welcome call from volunteer
• What are the issues you are concerned about (add notes to dB)
• Invitation to next meeting
• Email – how to use our website
Media
Timing
Offer
Email
24-48 Hrs
Welcome w/link to Meeting Schedule
Call
1 week
Welcome and invite to next meeting
Emails
2 weeks
How to use our website
Email
4 weeks
What are you interested in?
Email
8 weeks
Bi-Monthly Newsletter
Call
12 weeks
Invite to next meeting
Call
16 weeks
Can you help us out at the next meeting?
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A Sample Engagement Plan
JOIN
Welcome email
E-mail
How to use the
Chapter website
Postcard
Welcome call
from Chapter
Board member
E-mail
Calendar of
Chapter Meetings
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Discussion
• Are there other avenues that the State
Councils can use to support Chapters in this
task?
• Brainstorm on how the State Councils engage
the Chapters
• Build a template to help the Chapters
streamline the process
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Reinstatement
Between Renewal and Lapsed Status
• Remind the member of their transactions
• Special offer if reinstate by ___ date
• Methodical – time driven
Exercise: what else can you do to entice a former
member to come back?
Video
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Discussion
FACT: Expires are your best prospects
• How long after a member expires do you continue to
let them receive benefits?
• Find out why they let their membership lapse
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Best Practice Tips in Developing Surveys
Pre-design
 Focus on information gathering that is actionable.
 Remember that feedback should be an ongoing process.
Continuous feedback allows you to monitor feedback trends
over time.
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Survey Design
 Keep it short!
 Avoid open-ended questions whenever possible
 Ask only relevant questions
 No leading questions
 Don't require too much from respondents
 Avoid overloading table and multiple choice questions
 Remember to include "Not Applicable"
 Get personal -- within limits
 Use Odd numbered scales
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Implementation
 Test your survey
 Use your survey software to collect suggestions on the
survey itself
 Design feedback surveys ahead of time and trigger
them automatically.
 Give respondents some type of benefit
 Act on negative feedback
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Mistakes to Avoid
• Having little or no understanding of the target audience
• Providing multiple choice lists that are too restrictive
• Requiring answers to all questions
• Asking too many open-ended questions
• Using ranking questions incorrectly (or overusing them)
• Asking unnecessary survey questions
• Asking too many questions
• Asking two survey questions in one
• Making questions too general
• Putting too little time and effort into writing the survey
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Annual Marketing Plan Calendar
Target Market
Schedule
Offer
Media
Call to Action
Small Businesses
Jan, 2013
HR Toolkit
Presentation @
CofC Meeting
Get business
cards/fill form
Small Business
Feb 2013
Article about the
value of HR
Business
Journal
Chapter website
join link
HR Professionals
Mar 2013
Discount
Email lists
Join now!
Survey to
Members
April 2013
White Paper
Online Survey
Complete
survey by 4/30
Prospects
May 2013
Free Chapter
Meeting
Email
Website
Respond by
5/31/2013
Highly recommended to keep acquisition aggressive. Advance
planning is critically important to growth.
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Build a Multi-Year Plan
Timing
Target
Awareness
Nov 2012
Business
n/a
Learn more about
HR
$25
Free Whitepaper
PPT
Recruitment
Jan 2013
Lapsed
Email
Free Whitepaper
$300
Join by Date
Email w/link
Monthly
New
Member
Email
How-to webinar
for chapter
website
$100
Sign up for
webinar
Video, email
10th of each
month
Expiring
Members
multiple
Why your
membership is
important
Annual
budget
Renew by date to
continue benefits
Chart
Quarterly
Lapsed
(expired)
members
multiple
What you’ve been
missing…article
Annual
budget
Rejoin and get
discount
Jpeg of article
Action
Engagement #3
Renewal
Reinstatement
Media
Offer
Budget
Call to Action
Deliverable
Since volunteers turn over every year or two, continuity can only come
from long-term planning. State Councils and Chapters can work
together to maximize efforts and institutionalize best practices.
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Download a free copy of the full
2012 report at:
www.MarketingGeneral.com
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FREE Marketing Resources
SHRM Chapter & State Council Resources are on the VLRC
Visit the Direct Marketing Association website for good marketing resources at www.thedma.org.
Privacy information can be found at www.the-dma.org/privacy
Sites with good marketing tips include:
• Marketing Profs, www.marketingprofs.com – free newsletter
• MarketingSherpa www.marketingsherpa.com – free newsletter
• membershipmarketing.blogspot.com
• Email Institute www.emailinstitute.com – free newsletter
• Smartbrief on Social Media www.smartbrief.com – free newsletter
• Email Marketing: www.myemma.com/blog
Groups on LinkedIn: MarketingSherpa, Member Engagement, Social Media Marketing,
Member ROI for Associations & Societies
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QUESTIONS??
•
Chantal Rotondo
[email protected]
•
Jason Gudenius
[email protected]
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