expert webinar series: recruiting members for keeps
TRANSCRIPT
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Wild Apricot Expert Webinar Series
Recruiting Members For Keeps
Presented by:
Trish Hudson, MPsScMelos Institute
Thursday, December 11, 2014
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Welcome to the Wild Apricot Expert Webinar Series
Welcome to our Wild Apricot Expert Webinar Series.
We’re launching these webinars to offer the volunteers and staff of small membership organizations :• insight• Information• best practices • and actionable tips
These sessions are designed specifically for small associations, clubs and non-profits – sort of a small membership university.
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Optimize Your Webinar Experience!
• Use the Red Arrow to expand or collapse your control panel
• Audio Settings – if using your computer, select Mic & Speakers – note, you will be muted for this session!
• Question Pane – submit your questions in the questions box. We’ll record them and answer them after the webinar
Dial in by Phone:
Canada Toll: +1 (647) 497-9389 Acess Code: 784-468-144
US Toll: +1 (213) 493-0005 Access Code: 784-468-144
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Recruitment Challenges for Small Organizations
1. How to attract new members without being too “salesy” or
aggressive?
1. How to develop a systematic approach to acquiring new
members?
1. How to reach out across generations?
1. How to increase online recruitment?
Etc...
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Recruiting Members For Keeps Webinar
Our webinar presenter:
Trish Hudson, MPsSc
President, Melos Institute
The founder and president of the Melos Institute, an independent nonprofit research center providing cutting-edge research focused on finding new and better ways to build highly-engaged membership communities.
In this webinar Trish will help us:
Discover how simple changes in the recruitment conversation can make all the difference.
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Today on Trial:
Membership Marketing
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
You the Jury
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Time’s are different
Members want more for less
Generations want different things
Get the same thing from the web
Fact:Assumptions
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Evidence
“There wasn’t much
enthusiasm for the next couple of years and it was very hard to pry $XXX a year out of members.”Society of Automotive Engineers
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Finding
ChangeEnvironment
Technology
Generation
Humans
Goals
Aspirations
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Fact: The Approach
Membership Recruitment
= Selling ?
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Membership Less Purchase: More Transformative Experience
Evidence
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Membership Recruitment = Entry into Community
- development function
- meaningful & purposeful connections
- advance information & knowledge
Finding
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Membership:
Admittance
Acceptance
Advancement
The Membership Community Finding
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Do you – the jury - believe that the membership marketing approach makes it harder for you to recruit?
Poll:
The Verdict
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Agenda
✓ Membership Recruitment = Building Community
✓ Approach = Relation-centered
✓ Enlisting Others to Recruit
✓ Tools that Work
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Our ResearchMembership-based Organizations(400+)
- population of eligible individuals/organizations
- voluntarily join together
- promote/protect mutual interests
- advance body of knowledge
- advance individually/collectively
- high-degree of member engagement
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
- share & exchange information
- build meaningful relationships
What one thing do members wantmost from their membership?
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
What do members
unexpectedly
get
because
of their membership?
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
- social identity- legitimacy & respect- safe space to take risks- opportunity to contribute
What Members Gain
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Extraordinary Experiences
“I was a young engineer at Westinghouse
and didn’t feel like I was being asked to do
something responsible.
I was approached by the local chapter who
asked me to be programming chair – I made
changes to the programming and where we
held our monthly meetings - increased
attendance/participation.
I felt like I got to make a difference
at a young age when at work
I wasn’t given that opportunity yet.” C.C. Member, ASM International
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
What is the Message?
✓ Membership marketing approach = customers
✓ Membership-based organizations multi-faceted purpose = positive change/advancement
- individual - collective- societal
✓ Different approach needed
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Make Membership More Meaningful
membership = purchase
transaction
Membership Marketing
membership =a connection and pathway to fulfill goals/aspirations
relation-centered
Membership Development
Shift Your Thinking
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Relation-centered Membership
Make purposeful connections
Achieve individual goals
Contribute skills, expertise, talents
Provide direct support to fellow members
Advance their chosen field of endeavor
New Assumptions
Members want to…
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
RightsPrivileges
DutiesObligations
Citizen of the Community
Outcome of Match = Mutual Gain
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Pro
sp
ect Volunteer Leader
EmeritusParticipant Leader
WCCIM
1
Promise
2
Guidance3
Cultivation
4
Alignment 5
Empowerment
6
Modeling
Me
mb
er
Ro
les
Pivotal Points
New/Currently Inactive
WIIFM
The Member Experience
Inspire to Aspire Alter the EnvironmentCommunicate the Story & Message
Volunteer & Staff Leaders
Key Volunteers
What’s in it for Me?
What contribution can I make?
© copyright 2013 Melos Institute
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
The Message
TransactionalLet me convince you that what we have is worth the dues.
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
• Legislative representation• Access to “members-only” section of the website• Weekly legislative reports in “members-only” section• Recognition and awards program• Policy development for the profession• Leadership development• Colleague networking and social interaction• Access to education tools and services• Participation in online forums• Liaison with regulatory agencies• Liaison with other organizations
Membership Benefits
Communicating the Value of Membership: Traditional Generic Example
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
• Get consumer referrals from your FREE profile posted on our website’s Find a Professional Directory
• Take advantage of the FREE CE’s at the monthly members-only educational meetings, free to members
• Present your expertise/research to members at the monthly members-only meetings
• Attend some fun social events and the annual Installation Dinner• Join us at our fun networking Monthly luncheon (free to members)• Enjoy the annual networking and social mixer• Receive announcements and sent our email notices to our members
on our members-only list-serv• Receive a discounted admission as a member to sponsored CE workshops• Purchase a discounted membership by renewing early• Benefit from local representation and up-to-date news through
the Government Affairs Committee• Develop new relationships and rekindle old friendships with colleagues
Main Benefits of Becoming a Member
Generic Example
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Generic Example
Become a Member
Primary individual meeting specific eligibility
Associate individual/organization serving the field of endeavor
Corporate larger corporate body involved in the field of endeavor
Affiliate individual reflecting some but not all of the qualifications
Student individual studying within the field of endeavor
Lifetime eligible primary member who has paid a lifetime membership fee
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
The Message
TransactionalLet me convince you that what we have is worth the dues.
Relation-centeredIt’s all about you.
Define your goals/aspirations and we’ll show you how you can get immediate support – make meaningful connections … gain access to information/knowledge specific to your needs.
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Relation-centered Recruitment: A Solutions-oriented Invitation
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
The RCM Message
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Message Digitized
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Member-get-Member
Enlisting Others
Exploring Inviting Matching
Mentoring
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
When Making Connections
1. Tell me about …
1. To what do you aspire? Let me show you…
1. What are your key concerns about our profession? Let me prove how extraordinary…
BecomeInsatiably Curious
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Questions ?
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
What does it take to “recruit for keeps?”
✓ Approach members as citizens
✓ Recognize vertical & horizontal connections- with organization- between & among members
✓ Tap vast member talent pool = MBOs greatest member benefit
✓ Focus first on advancing goals/aspirations
✓ Focus on creating social bonds = ensures renewals
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
“People are weary of
being asked to do the least they can possibly do.
People are yearning to measure the full distance of their potential on behalf of the cause they care about deeply.”
Dan Palotta
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
www.melosinstitute.org/RCMTools
complimentary Additional Resources
customizable
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
www.melosinstitute.org/RCMTools
Additional Resources
Recruiting Members For Keeps – December 11, 2014
www.wildapricot.com
Thanks for participating in this webinar.
Brought to you by Wild Apricot
Wild Apricot offers cloud software to help associations, non-profits and clubs build websites, connect with supporters, grow and manage their membership, and more.
Our all-in-one integrated software was identified as #1 in Capterra’s Top Membership Management Software, two years in a row.
If you’re not a Wild Apricot customer, check us out at www.wildapricot.com or sign up for a free-trial.