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 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
  • Lifecycle presentation - Erik Schonher, MGI

    1. 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. 2. Peter Senge
    3. 3. Peter Senge <ul><li>In his book “The Fifth Discipline,” Peter Senge focused on a concept called 'systems thinking.' </li></ul>
    4. 4. Systems Thinking <ul><li>'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.' </li></ul>
    5. 5. Systems Thinking <ul><li>In short systems thinking is the process of understanding how things influence one another other within a whole. </li></ul>
    6. 6. <ul><li>Just like the Human Body </li></ul><ul><li>and </li></ul><ul><li>just like Physical Therapy. </li></ul>
    7. 7. <ul><li>So what does the ‘system of membership’ look like? </li></ul>
    8. 8. MGI Membership Lifecycle <ul><li>Five key membership life stages: </li></ul><ul><li>Awareness </li></ul><ul><li>Recruitment </li></ul><ul><li>Engagement </li></ul><ul><li>Renewal </li></ul><ul><li>Reinstatement </li></ul>
    9. 9. Awareness They can’t join if they don’t know about us. <ul><li>Lead Generation </li></ul><ul><ul><ul><li>Identification </li></ul></ul></ul><ul><ul><ul><li>Qualification </li></ul></ul></ul><ul><ul><ul><li>Strategy </li></ul></ul></ul><ul><li>Connecting </li></ul><ul><ul><ul><li>Letter/E-mail </li></ul></ul></ul><ul><ul><ul><li>Visit </li></ul></ul></ul><ul><ul><ul><li>Event </li></ul></ul></ul><ul><li>Nurturing </li></ul><ul><ul><ul><li>Answering questions </li></ul></ul></ul><ul><ul><ul><li>Asking questions </li></ul></ul></ul><ul><ul><ul><li>Engaging </li></ul></ul></ul>
    10. 10. Recruitment When a prospect chooses you. <ul><li>Make it Easy </li></ul><ul><li>Provide an Immediate Reward </li></ul><ul><li>Confirm that their decision is the RIGHT ONE. </li></ul><ul><li>Make a promise and keep it </li></ul>
    11. 11. Engagement Help the Member use APTA <ul><li>The more a member uses APTA, the greater the </li></ul><ul><li>likelihood that they will renew. </li></ul><ul><li>Monthly Engagement Program – Goal to build loyalty in new members and encourage involvement </li></ul><ul><ul><li>Affirmation of Value -- Welcome and benefit highlights will present valuable APTA resources and services included in membership (not a sales pitch) </li></ul></ul><ul><ul><li>Interaction – The program includes surveys to gain feedback and give members a voice. </li></ul></ul><ul><ul><li>Communicate Vision – Briefings will communicate APTA actions on behalf of members </li></ul></ul>
    12. 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. 13. Renewal “ I like this…I want to stay.” <ul><li>Members vote with their wallets. When they renew they </li></ul><ul><li>are voting to stay. </li></ul><ul><li>Just like when they joined…: </li></ul><ul><li>Make it Easy </li></ul><ul><li>Provide an Immediate Reward </li></ul><ul><li>Confirm that their decision is the RIGHT ONE. </li></ul><ul><li>Make a promise and keep it </li></ul>
    14. 14. New Renewal -Touch System <ul><li>Communicate with current members 60 days prior to expiration. </li></ul><ul><li>Communicate with lapsed members 60 days after their expiration date. </li></ul><ul><li>Communicate with new graduates (TRANs Category). </li></ul><ul><li>Conduct research through surveys, focus groups, or interviews to identify member needs at least every 3 years. </li></ul>
    15. 15. Reinstatement Restoring a Relationship <ul><li>Re-contact with former members and update them </li></ul><ul><li>on changes and invite them to return. </li></ul><ul><li>Make it Easy </li></ul><ul><li>Provide an Immediate Reward </li></ul><ul><li>Confirm that their decision is the RIGHT ONE. </li></ul><ul><li>Make a promise and keep it </li></ul>
    16. 16. Tracking Your Effectiveness <ul><li>Build a ‘Dashboard’ that helps you track your membership acquisition and renewal efforts. Key datapoints include: </li></ul><ul><li>Acquisition </li></ul><ul><ul><li>Total Market </li></ul></ul><ul><ul><li>Annual & Monthly Goal </li></ul></ul><ul><ul><li>Total Unique Contacts/Month </li></ul></ul><ul><ul><li>Total New Members </li></ul></ul><ul><li>Renewal </li></ul><ul><ul><li>Total Members </li></ul></ul><ul><ul><li>Total Members up for Renewal </li></ul></ul><ul><ul><li>Total Members Renewed </li></ul></ul><ul><ul><li>Total Members Expired </li></ul></ul>
    17. 17. Membership Dashboard
    18. 18. <ul><li>Thank you </li></ul><ul><li>Erik Schonher </li></ul><ul><li>Vice President </li></ul><ul><li>(703) 706-0358 </li></ul><ul><li>[email_address] </li></ul>