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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 …

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.

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  • Email reminder – 4 months prior Direct Mail notice 1 -3 months prior Direct Mail notice 2 – 2 months prior Direct Mail notice 3 – 1 month prior Email notice – month of expiration Volunteer Call – 1 month post Direct Mail notice 4 – 2 months post

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 framework…to 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 can’t join if they don’t 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 this…I 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]