Transcript Amber Greenwood – Vice President Resource Development

Amber Greenwood

Vice President –
Resource Development
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Greater Waco TX
Chamber of Commerce
Retention Strategies
Monday, September 15, 2008
Membership Retention Truths
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Retention starts immediately after the
member joins
Retention is more work than joining a
member
Retention leads to more members
You must have a Retention
Plan!
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REVENUE is at stake! Both membership and
non-dues.
For every member lost, you must replace and
add.
Here is reality, every chamber drops
members each year, but a retention plan will
help you control the loss.
Where to Start…………….
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Assess your membership
What is your retention rate
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One Retention Formula
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Total # of member accounts for prior year – total # of
cancelled accounts for current year / total # of member
accounts for prior year = Retention Rate
Example: 1,100 – 300 / 1,100 = 73%
Set Future Retention Goals
Create a Member Retention/Contact Plan
Retention Program
Retetention Program
Handwritten Engagement
No te fro m a Chamber
P artner
Invited and/o r attended
Handwritten Thank Yo u
No te
0
2
New M ember Luncheo n
Handwritten no te fro m
vo lunteer fo llo wing new
member lunch
4
Listing Chamber &
B usiness Qtly M agazine
Listed in the Waco To day (5,000 dist.)
(lo cal pub. Thru P aper,
40,000 dist.)
6
8
Call and/o r e-mail fro m a
Chamber P artner
10
12
Ribbo n Cutting during 1st
year, printed in Qtrly &
receives custo m frame o f
event
Elements of a Successful Plan
Communication
 Engagement
 Return of Investment
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Retention Program
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Immediately
 All new members receive a hand written thank you
note from account executive.
Months 1-2
 Listed in a local publication Waco Today, distribution of
40,000, high quality magazine
 Hand written note, from a “Chamber Partner”, a
Chamber Partner is a group of volunteers, which meet
monthly reviews the list of new members, each
member is given to a Partner for them to write a note,
encouraging them to attend an upcoming chamber
event…to engage the volunteer
Retention Program
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3 Month Anniversary
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New member has been invited and personally
called to attend the monthly New Member Lunch
event.
New member receives a thank you note for
attending the luncheon and inviting them to an
upcoming chamber event from a New Member
Lunch committee member.
Listed in the next Waco Chamber & Business
Quarterly Magazine, distribution 5,000.
Retention Program
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6 Month Anniversary
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Member receives a call from a Chamber Partner,
a member volunteer, checking in and encouraging
involvement.
12 Month Anniversary
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Ribbon Cutting during 1st year, write-up and
picture is printed in the Waco Chamber Quarterly.
Member also receives a custom frame of the
event which is delivered by the custom framer and
a Chamber staff person.
Retention is not Collection
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Collection is where your retention plan went
wrong.
Collection is an opportunity to learn from your
members and to tweak your retention
program.
Collection is membership re-sell
Renewal Timeline
Renewal Statement Timeline
30 Day P ast Due Reminder
60 Day P ast Due Reminder,
signed by 1Ex. Co mmittee
M ember
30 Day A dvanced
A nniversary Reminder
-30
0
30
A nniversary B illing
Reminder
60
90
Dro p Letter
120
90 Day P ast Due Reminder,
signed by all Ex. Co mmittee
M embers
150
180
Renewal Timeline
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Along with the letters, we make personal calls
and drop-ins.
All members are dropped at 120 days.
Remember, you must drop members, it is
unfair to your paying members to keep
extremely past due members. A member can
always renew at a later date.
Sales, Retention, Renewals….
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It is all about
communication…..
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Successful communication
means you must adapt your
style and delivery to the
person on the other end.
Communication Styles
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Driver – fast pace,
goal/task oriented,
opinionated
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Amiable – avoids
conflict, loyal, doesn’t
speak up
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Expressive –
relationship oriented,
story teller, focuses on
feelings
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Analytical – methodical,
precise, takes their
time, facts
Communicating With a Driver
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Be clear, specific, brief and to the point
Come prepared with requirements, objectives and
support materials in an organized package
Present facts logically and concisely
Provide alternatives for making their own decision
Provide fasts and figures about the probability of
success and effectiveness of options
Provide a win/win opportunity
After talking business depart graciously
Communicating with an
Expressive:
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Allow time for relating and socializing
Talk about their goals
Ask for their opinions
Provide testimonials from people they see as
important or prominent
Don’t deal with extensive details – give it to
them in writing
Communicating with an
Amiable
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Start briefly, break the ice
Show sincere interest in them and find
common ground
Patiently draw out goals; listen and be
responsive
Present case smoothly, non-threateningly,
ask “how” questions to get their feedback
Provide personal assurances and guarantees
If a decision is required, give them time to
think
Communicating with an
Analytical
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Prepare your information in advance
Approach in a straight-forward, business way
Support their logical, methodical approach; build
credibility by listing pros and cons.
Present specifics and do what you say you will do
Action plans with dates and milestones
Disagree, prove it with facts and data or testimonials
Need information and time for making decisions
Tools in Communication
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Driver – Brochures, Return
on Investment Fact Sheet, A
list of Chamber
accomplishments in the
past year
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Expressive – Testimonials,
Engage – invite them to a
Chamber event, focus on
relationship
building/committee
programs, Networking
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Amiable – Timeline of what
to expect from the
Chamber, Explain how the
Chamber works for them
regardless of their
participation
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Analytical – Timeline of
what to expect from the
Chamber, Return on
Investment Fact Sheet,
Details of # of referrals,
clicks and exposure
Ideas for the Future
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Implementing, Coffee At the Chamber, a program inviting
anyone not just new members to learn more about the
Chamber.
Creating a New Member logo brand to use in all
Chamber communications
Carry out at 6 -9 months, Expectations Survey
Re-activating an Exit Survey
Design a “Happy Birthday” card sent to all members, 2
weeks prior to their month anniversary.
Membership form, create a check list of
products/expectations that the Chamber can deliver, for
the member to rate importance.