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2012 aenc-want more members-share 2012 aenc-want more members-share Presentation Transcript

  • Want More Members?Give Them More ROI AENC Sept. 21, 2012 Durham, NC Ed Rigsbee, CSP, CAE 1746 Calle Yucca, Suite 200 Thousand Oaks, CA 91360 Ed@Rigsbee.com 805-498-5720 Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • #1 View Your Organization Through the Eyes of the Non-Member Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • #2 Prove to your members & the non-members, through ROI, thatmembership is a good businessdecision. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • This session isabout proving thatmembership in your organization is a good business decision. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Ed Rigsbee’s Member Recruitment SystemMember Engagement Member RetentionMember Assimilation Member Evangelist Member Recruitment Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Member Recruitment Models (All member recruitment efforts are contained in one of the below three strategies)1. Direct Selling; Door-to-door, Telemarketing, & Telethons 1. Generally requires commissioned sales persons 2. Reasonably quick results2. Pull Marketing 1. Direct Mail Campaigns (expensive) 2. Internet Marketing (expensive)3. Member-Get-a-Member (Ed’s Approach) 1. Organic Grassroots Effort 2. Member “Recruitment Evangelists” are Key to Success 3. Need Correct Tools (ROI brochure) 4. Takes Work 5. Needs Accountability Element 6. Best Method for New Member Assimilation Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Marketing General ‘09 Membership Marketing Benchmarking Survey (Awareness) Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Marketing General 2009 Membership Marketing Benchmarking Survey Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Recruitment Campaigns Staff vs. Member Driven• It happens • More authentic• Consistency • Peer-to-peer value• Dedicated • Word of mouth resources • More passion• Clear message • More people selling• United message • Personalized• Ass’n Knowledge examples• Outsider looking in • Know industry jargon Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • What About Partnership Driven?• Take the best that staff & volunteer driven models have to offer.• More total effort.• Encourages innovation. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • 2 Basic Member Paradigms• The Givers, they join to participate in and, be a part their industry’s association. – Regularly attend association events; regardless of quality.• The Takers, they join to take advantage of collaborative synergies; want to get more than they give. – Will attend association events if they see immediate value & an ROI. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Organic, Grassroots,Member-Get-A-Member Campaigns Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • You Don’t JustWant Numbers, You Want… Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Get the Motivation Right Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Grassroots Member Recruitment Campaign• Step 1: Qualitative Research: Rigsbee Member ROI Valuation ProcessTM• Step 2: Develop new member recruitment tool; ROI Brochure• Step 3: Conference Keynote for Campaign kick-off with brochure.• Step 4: Board of directors drive campaign.• Step 5: Paid staff follow up & drive accountability. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Advocacy & Legislative Influence Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • SeparateMember Value fromIndustry Value Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • In the Eyes of the Non-Member• Legislative & Advocacy work Does Not deliver ROI.• Industry Stakeholders, regardless of their Membership Status, gets the benefit; thus, No perceived ROI in membership.• Sell the “economies of scale” made possible through Alliance and what else is possible for them.• Legislative & Advocacy work Does deliver current member value and thus is best used for member retention purposes. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Most Associations Deliver (Member Only)Line-Item ROI in Real Dollars. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Average* Specific Value from AssociationsProfessional Recognition, Certification, Image & CredibilityRange $200 to $5,000Average: $1,507 * Information averaged in 2006 Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Average* Specific Value from AssociationsTraining & Education;Range: $500 to $4,000Average: $1,857 * Information averaged in 2006 Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Average* Specific Value from Associations(Member Only) Industry Specific Research, Regulatory & Code Summary;Range $1,000 to $4,750Average: $2,596 * Information averaged in 2006 Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Average* Specific Value from AssociationsNetworking;Range $200 to $10,000Average: $4,029 * Information averaged in 2006 Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • What’s Your Organization’sYearly SustainableReal-Dollar Member ROI Number? Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Rigsbee’s Member ROI Valuation Process (Active Qualitative Research Method) 1. Process best if done with a mix of members; not just with the board. 2. List value line items; at session or prior to session. 3. One at a time, come to agreement as to the yearly sustainable real dollar value (the hard part). If a value item is received over a number of years, divide by # of years. 4. If an item is something the entire industry receives, regardless of membership (i.e. legislation) do not count this item. 5. When done total the yearly value. 6. Determine what it costs a member (yearly) to receive this value. Divide to determine ROI. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • At the American Societyfor Quality, Members Get $50 in Yearly Sustainable Real-Dollar Value for Every DollarInvested in Membership. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Alabama CAE Real Dollar Value• E-News- $150 • Knowledge Center- N/A• Print Magazine- $150 • Special Interest Group• Legislative Directory - $500 Participation- N/A• Member Directory- $100 • Affinity programs- N/A• Opportunities for involvement & • Educational programs- $250 leadership- N/A • Access to corporate sponsor• Access to ACAE office/staff- funding- N/A $100 • Access to public• Technical advisory staff through officials/influencers- N/A the Tech Hotline- N/A • Annual Golf Outing/Tradeshow -• Professional technical training $200 opportunities- $2000 • Legal Representation- N/A• Peer referrals- N/A • Networking- $ 3000• Peer Support/Mentoring- $3000 • Total Value-$9,650• Certification training- N/A• Research materials- $200 • Total Cost-$350• ACAE logo use- N/A • Membership ROI = 27.57X• Convention attend discount- $75• Web referrals- N/A Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • New England SAE Real Dollar Value• E-News- 75 • NE/SAE Career Headquarters- NA• Print Magazine-NA • NE/SAE Knowledge Center- 700• Legislative Update- NA • Special Interest Group• Member Directory- 0 Participation- 400• Opportunities for involvement & • Affinity programs- NA leadership- 2000 • Monthly educational programs-400• Access to NE/SAE office/staff- • Networking- 2000 200 • Total Value-$8,025• Technical advisory staff through the Tech Hotline- NA • Total Cost-$195• Professional technical training • Membership ROI = 41X opportunities- NA• Peer referrals- NA• Peer Support/Mentoring- 2000• CAE certification training- 100• Research materials- NA• NE/SAE logo use- NA• Convention attend discount- 150• Web referrals- NA Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Michigan SAE Real Dollar Value• Online Magazine- $0 • Knowledge Center- n/a• Print Magazine- $100 • Special Interest Group• Legislative Directory- $0 Participation- $100• Member Directory- $50 • Affinity programs- $200• Opportunities for involvement & • Educational programs- $300 leadership- $500 • Access to public• Access to MSAE office/staff- officials/influencers- $0 $200 • Legal Representation- $0• Technical advisory staff through • MSAE Surveys & Reports- n/a the Tech Hotline- n/a • Online Job Search Assistance- n/a• Professional technical training • Networking- $2,000 opportunities- n/a • Membership ROI = 16.17X• Peer referrals (AMCs)- $1,000 • Total Value-$4,610• Peer Support/Mentoring- $0• CAE training- $10 • Total Cost-$285• Research materials- $50• MSAE logo use- $0• Conv. attendance discount- $100 Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • AAMSE Real Dollar Value• Legislative Update- N/A • Peer Review- N/A• Hotline- N/A • Peer referrals- N/A• Trends Report- $2,000 • Opportunity to transcend from Success• Salary Surveys - $500 to Significance- N/A• Access to legislators/Influencers- • Opportunities for involvement & N/A leadership; councils, committees,• Legislative Dinners- N/A board- $1,000• Member Directory- $50 • Benchmarking Project- $750• Access to Society office & staff- $400 • CEO Listservs- $1,500• Legal Representation- N/A • Annual Conference- $75• New Medical Executives Institute- • Affinity programs/Endorsed Partners- $300 N/A• CEO Meetings- $500 • Networking- $750• Knowledge Center/Knowledge Management- $175 • Total Cost: $400• EDWebs- $200 • Total Value:$8,200• Educational Seminars- N/A • ROI = 20.5x• Compliance Information; red flag rules, HIPAA & OSHA updates, etc- N/A Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Give More ROI Through: HighPerceived Value, Low Cost Programs. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Value Perception Rule #1 Tell Them WhatYou Did for Them! Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Value Perception Rule #2 Sell to TheirBuying Motives Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • More ROI Line-Items throughUnderstanding Buying Motives1. Profits or Gain2. Fear of Loss3. Comforts and Pleasure4. Avoidance of Pain5. Loving and Affection6. Pride and Prestige Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • What Do You Have (of value)That Members & Others Want?• Hardcopy directory• Archived content• Access to an online community• Certification study group• Classifieds and job postings P ri• Email blasts Eve ce• Affinity programs ryth•• Breakfast with the Governor Corporate Member reception ing• Advertising on Web site• Industry Mentor Service• One day pass to closed conference• Legislative update summaries• What else? Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Prove Relevance by Proving ROI, Especially Generational• YPO Groups• Dinosaur Groups• Certifications/Credentials• Extreme Meetings (?)• Cause Based Events (?)• Keep Volunteer Leaders on Strategy Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Formal Senior to Junior Member Mentoring Programs1. Is there a structured length of time for the relationship? What effect, positive or negative, has the length of time had on member engagement for, the senior member? Junior member?2. 2. What percentage of your senior members (defined as 20+ year members) currently participate in your program?3. What is the most important benefit/value that your senior members have reported they have received from their participation?4. What else do you believe could be done to make your program more beneficial to your senior members?5. If you do not have a formal "Senior to Junior Member" mentoring program, do you have any solid plans on starting one in 2012, or 2013? Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Ed Rigsbee’s Member Recruitment SystemMember Engagement Member RetentionMember Assimilation Member Evangelist Member Recruitment Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • New Member Assimilation; aka On-Boarding Use ‘em or Lose ‘em! Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • How Do You Assimilate New Members? Typical Answers Include:• Put them on a • Board in the barrel for committee questions at meeting• Put them on the Board • Welcome email from Board• Coupon for an • Send member information educational seminar notebook • Staff calls each new member• Detailed new member & welcomes them orientation with incentive • What About a• Get them to a local chapter meeting New Member• New member showcase & introduction Engagement Process? Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Avoid Assimilation Atrophy• Responsibility of recruiting member to urge new member to attend the annual convention.• Responsibility of recruiting member to introduce new member into his or her circles of friends and colleagues.• Responsibility of recruiting member to introduce new member to association leadership that can get him or her onto a committee or involved with a project.• The above is difficult, if not impossible with commissioned sales staff recruiting new members. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Ed Rigsbee’s Member Recruitment SystemMember Engagement Member RetentionMember Assimilation Member Evangelist Member Recruitment Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Sacred Cows Eat Up Resources & ROI • Quarterly Newsletter, Aggregated News, or Magazine Experiencing Reduced Readership; Hardcopy or Electronic • Association Built Product or Service that Nobody Wants • Obsolete Sponsor Programs or Desires • Golf Tournament or Sporting Event • Agreements That Do Not Work • Legacy Committee or Program • Annual picnic or Social Event • Off-site Event or Trade show with reduced attendance • Non-Producing Member Group or Board Member • Joint Conference with Other Organizations Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Associations are Morphing from InformationalOrganizations toCommunities of Reciprocity. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • In all media, claim yourname…NOW! Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Ed Rigsbee’s Member Recruitment SystemMember Engagement Member RetentionMember Assimilation Member Evangelist Member Recruitment Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Why Should Your Members Renew? Typical Answers Include:• Professional development • Sense of community• Networking • Annual conference• Can’t afford not to • Regional decision making• Exclusive Education • Unified voice for profession• Legal Benefits • Access to exclusive content• Advocacy • Exclusive Benefits• Advertising • Cost savings• Public Image • Separates themselves in market• Access to business place• Leads • Creditability in a crowded• Know what is going on in industry industry • Build professional business• Trend information environment• Legislative Updates • Competitive advantage• Communication to members • Political strength• Certification • Voice in national advocacy• Maintain certification • Food, Fellowship, and Fun• Support their industry Benefits or Features? Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Why Members Do Not Renew• Business closed/merged–12%• Change of profession-15%• Cannot determine-16%• Dues too high-17%• Not enough time to use member benefits-7%• Services no longer relevant-17%• Other-16% -Association Management, November 2001Not Enough Perceived Value: 73% Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Marketing General 2011 Membership Marketing Benchmarking Survey Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Is Dissent Valuable? Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Contrarians Are Just Future Leaders, Waiting forIntelligent Direction & Integration. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Valuing Contrarians• See the cornucopia of diverse members and discover how to reel in contrarians through collaboration.• Position your organization as the one organization in your industry where everyone is welcome, embraced, and valued.• Get your persnickety members to understand and appreciate the value they receive and deliver through their membership.• Recruit all your members to become evangelists for your association.• Realize that contrarians see different patterns! Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Linkedin Member ROI GroupQuestion: How does yourorganization recognize long-term(20+ years) members and whatdoes it do to reward their loyalty toyour organization? Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Recognize Long-Term Members• Some of my clients make the older members "fellows". One particular association at their annual event get all the members of 50 years standing to stand up and "take wine with the president"• In addition to having "ribbons" attached to the online roster showing the length of membership, we recognize companies during the awards dinner at our annual convention both in the program and having them stand. This year we did the recognition by groups having them stand at their seats for 5, 10, and 20 years. 25+ year members came to the stage to be recognized for their commitment to the industry. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Recognize Long-Term Members• My association celebrated its 25th anniversary in 2011. We sent a special invitation to the charter members to attend a special reception held during our annual convention. They were also recognized during the membership luncheon and were presented with a plaque. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Recognize Long-Term Members• We include a list of our members, in 5-yr increments, annually in our magazine.• We discontinued the pins when we changed our logo in 2009• We do encourage our chapters to honor their longtime members. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Ed Rigsbee’s Member Recruitment SystemMember Engagement Member RetentionMember Assimilation Member Evangelist Member Recruitment Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Membership Evangelism; What’s It Take?1. Help members to understand how a larger organization--reaching critical mass--will serve them better, personally and professionally.2. Recognize publically and privately, the efforts and results of your member recruitment evangelists; especially their efforts to help new members to assimilate into your organization.3. If the board of directors and paid staff are continually exploring additional methods to deliver real-dollar value to members, as opposed to exploring more ways to get into the pockets of members, regularly and clearly communicate new “member only” value propositions.4. Teach your evangelists the difference between “member only” and “industry stakeholder” value. 1. Member Only Value: benefits and services one receives that is only available to paid members. If an association gives it out free, it is not a member only value but rather an industry stakeholder value. 2. Industry Stakeholder Value: much of the legislative, lobbying, and advocacy activities where everyone in the industry benefits, regardless of holding membership in your organization or not.5. Develop an effective recruitment tool that proves “member only” ROI and that membership in your organization is a good business decision. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Evangelist’s Tool: The ROI Brochure • Brochure fits in #10 envelope, breast coat pocket, or other convenient location • No extra postage, generally, when mailed with annual renewal or other association to member communication Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Recruitment Evangelist ROI Brochure Elements • Brochure best as: – 11” x 8.5” tri-fold – 4 color double sided • Brochure covers: – Front cover should always state, “Membership is a Good Business Decision.” – Back cover offers factual and/or historical information about your organization and complete contact information. • Upon opening, visible on the right side, should be the results from your Member ROI Valuation Process, proving that membership in your organization is a good business decision. The line-items are “member only” benefits. • Left should include, the “What’s in it for” the various industry stakeholder segments or organization’s membership categories. • Last open: – Far left, What’s in it for the individual – Center page, What’s in it for your business – Right section, What’s in it for your industry. This is the place for your org to toot it’s legislative and advocacy prowess horn. This is because, from a non-member perspective, they are already getting this value even though they do not hold membership in your organization. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Outside left: Outside center: Outside right:Results from Rigsbee’s A bit of history on your This is your brochureMember Value organization and all cover. In addition to yourProcessTM including all contact information on organizations logo on theline items valued and the bottom. top, title the brochure:totals. “Membership, It’s A Good Business Decision!”Inside left: Inside center: Inside right:What’s in it for the What’s in it for the What’s in it for theprospect personally? prospect’s business? prospect’s industry? ThisInclude a paragraph for Skip the features and list is last because it offersall member categories— benefits (how your the least real-dollar ROImember, allied, supplier, organization will make to the member.etc. the member’s company Remember, they get better.) legislative benefit even if they are not a member. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Just because your implementation wasfaulty, it doesn’t mean the idea was bad. Copyright 2012  Ed Rigsbee  www.Rigsbee.com
  • Additional Resources from Ed Rigsbee• Association Resources: http://www.rigsbee.com/association.htm• Association Articles: http://www.rigsbee.com/associationarticles.htm• How to Conduct Ed Rigsbee’s Member ROI Valuation Process article: http://www.rigsbee.com/association-member-retention-1.htm• All Eds articles & permission to reprint: http://www.rigsbee.com/morearticles.htm• Linkedin Member ROI Group; only for association/society staff and executives, no volunteer leaders and no vendors are invited. http://www.linkedin.com/groupRegistration?gid=2672904• For questions about the above resources or to engage Ed Rigsbee to help you implement any of the phases of his Member Recruitment System, call 805-498-5720 or email to ed@rigsbee.com• Ed Rigsbee’s association client list & client comments: http://www.rigsbee.com/clientlist.htm• Ed Rigsbee’s client testimonials at Linkedin: http://www.linkedin.com/in/edrigsbee Copyright 2012  Ed Rigsbee  www.Rigsbee.com