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

• • • Identification

• • • Qualification

• • • Strategy

• Connecting

• • • Letter/E-mail

• • • Visit

• • • Event

• Nurturing

• • • Answering questions

• • • Asking questions

• • • Engaging

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

• • Affirmation of Value -- Welcome and benefit highlights will present valuable APTA resources and services included in membership (not a sales pitch)

• • Interaction The program includes surveys to gain feedback and give members a voice.

• • 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

• • Total Market

• • Annual & Monthly Goal

• • Total Unique Contacts/Month

• • Total New Members

• Renewal

• • Total Members

• • Total Members up for Renewal

• • Total Members Renewed

• • Total Members Expired

17. Membership Dashboard

18.

• Thank you

• Erik Schonher

• Vice President

• (703) 706-0358

• [email_address]