membership summit chantal rotondo teresa sullivan jason gudenius • november 16, 2012
DESCRIPTION
Membership Summit Chantal Rotondo Teresa Sullivan Jason Gudenius • November 16, 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 - PowerPoint PPT PresentationTRANSCRIPT
©SHRM 2012
Membership SummitChantal Rotondo
Teresa SullivanJason 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
AwarenessEngagement
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
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Discussion
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• 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
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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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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.
Best Practice Tips in Developing Surveys
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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
EmailWebsite
Respond by5/31/2013
Highly recommended to keep acquisition aggressive. Advance planning is critically important to growth.
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Build a Multi-Year Plan
Action Timing Target Media Offer Budget Call to Action Deliverable
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
Engagement #3 Monthly New Member
Email How-to webinar for chapter website
$100 Sign up for webinar
Video, email
Renewal 10th of each month
Expiring Members
multiple Why your membership is important
Annual budget
Renew by date to continue benefits
Chart
Reinstatement Quarterly Lapsed (expired) members
multiple What you’ve been missing…article
Annual budget
Rejoin and get discount
Jpeg of article
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.the-dma.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