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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]