lifecycle presentation - erik schonher, mgi
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A systematic method for describing membership marketing provides a way to quickly identify issues and develop the appropriate tactics to overcome these issues. The Membership Lifecycle is that systematic method and this presentation covers it in detail as both a process and a diagnostic tool.
TRANSCRIPT
- 1. The Membership Lifecycle A Systems Approach to Membership Marketing Presented by Erik Schonher, Vice President APTA Membership Chair Conference March 27-28, 2010
- 2. Peter Senge
- 3. Peter Senge
- In his book The Fifth Discipline, Peter Senge focused on a concept called 'systems thinking.'
- 4. Systems Thinking
- 'We tend to focus on snapshots of isolated parts of the system and wonder why our deepest problems never seem to get solved. System thinking is a conceptual frameworkto make the full patterns clearer, and to help us see how to change them effectively.'
- 5. Systems Thinking
- In short systems thinking is the process of understanding how things influence one another other within a whole.
- 6.
- Just like the Human Body
- and
- just like Physical Therapy.
- 7.
- So what does the system of membership look like?
- 8. MGI Membership Lifecycle
- Five key membership life stages:
- Awareness
- Recruitment
- Engagement
- Renewal
- Reinstatement
- 9. Awareness They cant join if they dont know about us.
- Lead Generation
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- Identification
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- Qualification
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- Strategy
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- Connecting
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- Letter/E-mail
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- Visit
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- Event
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- Nurturing
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- Answering questions
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- Asking questions
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- Engaging
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- 10. Recruitment When a prospect chooses you.
- Make it Easy
- Provide an Immediate Reward
- Confirm that their decision is the RIGHT ONE.
- Make a promise and keep it
- 11. Engagement Help the Member use APTA
- The more a member uses APTA, the greater the
- likelihood that they will renew.
- Monthly Engagement Program Goal to build loyalty in new members and encourage involvement
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- Affirmation of Value -- Welcome and benefit highlights will present valuable APTA resources and services included in membership (not a sales pitch)
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- Interaction The program includes surveys to gain feedback and give members a voice.
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- Communicate Vision Briefings will communicate APTA actions on behalf of members
- 12. Proposed Engagement Schedule Month Audience Activity 0 New Membership Confirm Email 1 New Mailed Welcome Kit New 2 New ID new service 3 New ID new product 4 New ID most commonly used product 5 New ID leadership 6 New Member Survey Email 8 New Renewal Advisory - Questions?
- 13. Renewal I like thisI want to stay.
- Members vote with their wallets. When they renew they
- are voting to stay.
- Just like when they joined:
- Make it Easy
- Provide an Immediate Reward
- Confirm that their decision is the RIGHT ONE.
- Make a promise and keep it
- 14. New Renewal -Touch System
- Communicate with current members 60 days prior to expiration.
- Communicate with lapsed members 60 days after their expiration date.
- Communicate with new graduates (TRANs Category).
- Conduct research through surveys, focus groups, or interviews to identify member needs at least every 3 years.
- 15. Reinstatement Restoring a Relationship
- Re-contact with former members and update them
- on changes and invite them to return.
- Make it Easy
- Provide an Immediate Reward
- Confirm that their decision is the RIGHT ONE.
- Make a promise and keep it
- 16. Tracking Your Effectiveness
- Build a Dashboard that helps you track your membership acquisition and renewal efforts. Key datapoints include:
- Acquisition
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- Total Market
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- Annual & Monthly Goal
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- Total Unique Contacts/Month
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- Total New Members
- Renewal
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- Total Members
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- Total Members up for Renewal
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- Total Members Renewed
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- Total Members Expired
- 17. Membership Dashboard
- 18.
- Thank you
- Erik Schonher
- Vice President
- (703) 706-0358
- [email_address]
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