• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Social Media Strategies For Membership Recruitment & Retention
 

Social Media Strategies For Membership Recruitment & Retention

on

  • 5,819 views

Recruiting and retaining members takes a lot of hard work, creativity, and communication to cut through today's intensifying competition. Everyone gets a little stale, and often associations find ...

Recruiting and retaining members takes a lot of hard work, creativity, and communication to cut through today's intensifying competition. Everyone gets a little stale, and often associations find themselves in the same old trap of "this is how we've always done it." Associations are different than corporate entities who need to sell a product. They need to keep multiple stakeholders engaged, have limited resources, and in many cases, a (partly) volunteer workforce.

Social Media seems like a great solution, so you are likely already using it: your organization has a web site, may have a blog, and maybe even a Twitter account. But is all of this giving you exposure? Has it resulted in an influx of new members... or a more engaged membership? To put it bluntly, the reason existing members are dropping out and “many” new members are not coming into associations is because they do not find the existing benefits of membership attractive in relation to the fee they pay. For associations to reach out to its membership - and to prospective members, communities of interest around your organization's purpose are needed.

Social media can breach the gap. In this presentation given to the Canadian Society of Association Executives, the following are addressed:

• Develop personal profile throughout the Association and Not-for-Profit world by ensuring your voice is heard beyond your organization.
• Discover new marketing trends and ideas from presenter Mark Buzan, APR, co-author of "Online PR and Social Media for Associations and Not-for-Profits" with expertise on membership recruitment and retention.
• Current trends in membership development
• Social media tactics
• Membership recruitment and retention initiatives
• Marketing ideas for your success

Statistics

Views

Total Views
5,819
Views on SlideShare
5,802
Embed Views
17

Actions

Likes
3
Downloads
167
Comments
1

1 Embed 17

http://www.slideshare.net 17

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Organizations with membership recruitment and retention can benefit from membership surveys or focus groups. Tap into our experience to design membership research in a timely and cost effective manner.
    http://www.iresearch.com/Member-Surveys.html

    Thanks,
    Albert.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • <br />
  • <br />
  • <br />
  • Done on a scale of importance from 0-4 <br /> <br /> Our survey focused more specifically on mid-size non-profits. We did so by randomly (in the scientific <br /> sense) choosing Facebook Cause pages &#x201C;owned&#x201D; by a non-profit, evaluating whether they fit in the mid-size <br /> category, and then contacting them directly to ask them to fill out the survey. Then, with the kind assistance of <br /> Charity Navigator, we obtained a list of mid-size non-profits and reached out to a random sampling of that list. <br /> In all, about 1200 mid-size non-profits were invited to participate, and 256 responded to the survey. <br />
  • In all, about 1200 mid-size non-profits were invited to participate, and 256 responded to the survey. <br /> - more often than not, those that are successful are the ones that use SN to augment existing and burgeoning relationships <br /> - what this means is that you need to look to SN as a means of getting there, not as a complete strategy - it needs to be integrated. <br /> those that are effective are the one&#x2019;s that integrate it within a complete communications strategy <br /> <br /> how many have a comm plan? how many have linked SN into there other activities? <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • there&#x2019;s going to have to be good reason for people to participate <br />
  • there&#x2019;s going to have to be good reason for people to participate <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • i. Current Substantive Goals: Although the organization may have formulated and ratified its goals explicitly, it is very important that any misunderstandings or differences of opinion about the goals be brought out. <br /> ii: Target Publics And Desired Behavior: Elicitation of specific behavior is the key behind any public relations and communications strategy/government relations study. This section rigorously defines and lists in priority order, those publics who can help the organization achieve its substantive goals, and the precise actions that the organization wants these people - both internal and external - to take (or to NOT take). <br /> iii. Attitudes/Opinions/Beliefs of Target Publics: Section three reviews what the organization knows about its target publics&apos; views toward it and its work. It is likely that available information will be insufficient, and the report must suggest ways to augment it. <br /> iv. Messages To Be Conveyed To Target Publics and Possible Partners: Key statements embedded in stories, interviews and other communication are what change or maintain the target public&apos;s attitudes, opinions and beliefs. These "messages" must be easily delivered, palatable to your audiences, suitable for the vehicles available, and able to survive the "altering" nature of the process. This section also discusses the organization&apos;s present and prospective messages for their ability to produce an effect, and its acceptability by the target publics. It also devulges into possible groups with which your organization can partner. <br /> v. Media Used To Reach Target Publics: Part V reports on the examination of existing communications policies and vehicles, and assesses their effectiveness and economics of their use. It scrutinizes both traditional and non-traditional communications vehicles. <br /> vi. Vehicles To Carry Messages to your Targets: "Vehicle" in this sense refers to the specifics avenues and activities that would be the most effective. This section reports on - and analyzes - the vehicles the organization is currently using, and suggest others that have proved successful for other organizations with similar needs and resources. <br />
  • <br />
  • recruiters, volunteers and those who raise money for your organization need and deserve recognition <br /> putting programs in place (and communicating them) that recognize and broadcast their efforts in real time will inspire others, create good stories for PR, and motivate them to work harder! <br /> - trouble is....how do you keep track of it all? <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • stop here to talk about all the tools Action Strategies uses to measure Social Media ROI <br /> talk about engaging influencers and what qualifies an influencer <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />

Social Media Strategies For Membership Recruitment & Retention Social Media Strategies For Membership Recruitment & Retention Presentation Transcript

  • social media strategies for membership recruitment and Message Magnifiers for Non-Profits
  • what we’re here to talk about today •current trends in membership •membership recruitment and development retention initiatives •is facebook something that •how to recruit people outside makes our own website of the membership (i.e. redundant? students) so they keep coming back •develop a personal profile throughout the web ensuring •marketing ideas for your your voice is heard beyond your success organization •social media strategies and tactics: Message Magnifiers for Non-Profits
  • what are the trends in membership development & supporter engagement in the non-profit sector? Message Magnifiers for Non-Profits
  • the reasons for engagement vary Message Magnifiers for Non-Profits
  • social networking is one of many in a communicator’s tool to get ‘ya there
  • Change vs. Status Quo
  • ✓ Exciting and interesting! Change vs. Status Quo
  • ✓ Exciting and interesting! ✓ New and unknown! Change vs. Status Quo
  • ✓ Exciting and interesting! ✓ New and unknown! ✓ Risk! Change vs. Status Quo
  • ✓ The world won’t end, quite ✓ Exciting and frankly. interesting! ✓ New and unknown! ✓ Risk! Change vs. Status Quo
  • ✓ The world won’t end, quite ✓ Exciting and frankly. interesting! ✓ New and ✓ The world won’t know much unknown! about you either. ✓ Risk! Change vs. Status Quo
  • ✓ The world won’t end, quite ✓ Exciting and frankly. interesting! ✓ New and ✓ The world won’t know much unknown! about you either. ✓ Risk! ✓ Easy! Change vs. Status Quo
  • ✓ The world won’t end, quite ✓ Exciting and frankly. interesting! ✓ New and ✓ The world won’t know much unknown! about you either. ✓ Risk! ✓ Easy! ✓ L e s s r i s k y. . . maybe? Change vs. Status Quo
  • Clicking on this button does not initiate online JOIN/ SUPPORT fundraising, a membership recruitment initiative or even a retention strategy! JOIN/ SUPPORT Message Magnifiers for Non-Profits
  • cautionary note: Message Magnifiers for Non-Profits
  • cautionary note: •Social media is about people participating in media online rather than simply consuming it Message Magnifiers for Non-Profits
  • cautionary note: •Social media is about people participating in media online rather than simply consuming it •Social media works best when applied to areas that already produce significant value for your members Message Magnifiers for Non-Profits
  • should we get involved? ...is facebook something that makes our own website redundant? Message Magnifiers for Non-Profits
  • why should it have to be one or the other? Message Magnifiers for Non-Profits
  • Social Media is a CONVERSATION powered by the internet developing a profile throughout the web ensures your voice is heard beyond your organization Message Magnifiers for Non-Profits
  • Social Media is a CONVERSATION powered by the internet developing a profile throughout the web ensures your voice is heard beyond your organization Message Magnifiers for Non-Profits
  • Social Media is a CONVERSATION powered by the internet developing a profile throughout the web ensures your voice is heard beyond your organization Message Magnifiers for Non-Profits
  • Social Media is a CONVERSATION powered by the internet developing a profile throughout the web ensures your voice is heard beyond your organization Message Magnifiers for Non-Profits
  • anchor and outpost model Message Magnifiers for Non-Profits
  • “Your supporters are the message”- Marshall McLuhan The “medium-is-the-message” guy Message Magnifiers for Non-Profits
  • “Your supporters are the message”- Marshall McLuhan The “medium-is-the-message” guy Message Magnifiers for Non-Profits
  • “Your supporters are the message”- Marshall McLuhan The “medium-is-the-message” guy •Non-profits must talk to the people with whom they hope to create relationships regardless of where there are to be found Message Magnifiers for Non-Profits
  • “Your supporters are the message”- Marshall McLuhan The “medium-is-the-message” guy •Non-profits must talk to the people with whom they hope to create relationships regardless of where there are to be found Message Magnifiers for Non-Profits
  • “Your supporters are the message”- Marshall McLuhan The “medium-is-the-message” guy •Non-profits must talk to the people with whom they hope to create relationships regardless of where there are to be found •To speak with a human voice, non-profits must share the concerns of their communities. Message Magnifiers for Non-Profits
  • “Your supporters are the message”- Marshall McLuhan The “medium-is-the-message” guy •Non-profits must talk to the people with whom they hope to create relationships regardless of where there are to be found •To speak with a human voice, non-profits must share the concerns of their communities. Message Magnifiers for Non-Profits
  • “Your supporters are the message”- Marshall McLuhan The “medium-is-the-message” guy •Non-profits must talk to the people with whom they hope to create relationships regardless of where there are to be found •To speak with a human voice, non-profits must share the concerns of their communities. •If you want us to talk to you, tell us something. Make it something interesting for a change. Message Magnifiers for Non-Profits
  • “Your supporters are the message”- Marshall McLuhan The “medium-is-the-message” guy •Non-profits must talk to the people with whom they hope to create relationships regardless of where there are to be found •To speak with a human voice, non-profits must share the concerns of their communities. •If you want us to talk to you, tell us something. Make it something interesting for a change. Message Magnifiers for Non-Profits
  • “Your supporters are the message”- Marshall McLuhan The “medium-is-the-message” guy •Non-profits must talk to the people with whom they hope to create relationships regardless of where there are to be found •To speak with a human voice, non-profits must share the concerns of their communities. •If you want us to talk to you, tell us something. Make it something interesting for a change. •Managing all of this requires communications strategy Message Magnifiers for Non-Profits
  • Qualitative Quantitative ✓M e m b e r ✓More site visitors. Engagement: ✓More page views. Improving the ✓More links. capacity of members ✓B e t t e r G o o g l e to act placement. ✓Awareness. ✓I n c r e a s e d ✓I n c r e a s e d membership. organizational ✓Increased revenue. knowledge. Where’s the value for members & the association?
  • where’s the value for each? twitter/ social blogs wikis video/ audio micro- networking blogging best for free text authentic easy content focused, dissemination messages to voices collaboration narrow, followers goals. best for enhances focused, follow linkable value of your highly viral narrow, influencers network goals. good for extends the less focused easy to create d.i.y by professional reach of your but a good & manage. members development network “pull” tactic Message Magnifiers for Non-Profits
  • strategies and tactics to make it happen 1.social media strategies and tactics: a. membership recruitment and retention initiatives b.how to recruit people outside of the membership (i.e. students) so they keep coming back c. marketing ideas for your success Message Magnifiers for Non-Profits
  • Message Magnifiers for Non-Profits as an association... what’s going on out there... but 1st...making the decision to jump strategy overview...
  • Message Magnifiers for Non-Profits as an association... what’s going on out there... ✓ What is the association doing? ✓ How does this support our strategy and goals? but 1st...making the decision to jump strategy overview...
  • Message Magnifiers for Non-Profits as an association... what’s going on out there... ✓ What are your members and other constituents doing? ✓ What is the association ✓ Do we create the space or doing? participate in it? ✓ How does this support our ✓ How present are your issues strategy and goals? and organization in the online world? but 1st...making the decision to jump strategy overview...
  • Message Magnifiers for Non-Profits • pulling it all together so that “fans” • monitoring & identifying your unique come to you: message • build your profiles: • regular and good content is the • where does your audience • outposts & anchors bait congregate? 3 steps in social media strategy 18
  • Message Magnifiers for Non-Profits you can’t nor should you be everywhere
  • to do so starts Message Magnifiers for Non-Profits with an audit Elements of an audit: •i. Current Substantive Goals: •ii: Target Publics And Desired Behavior: •iii. Attitudes/Opinions/ Beliefs of Target Publics: •iv. Messages To Be Conveyed To Target Publics and Possible Partners: •v. Media Used To Reach Target Publics: •vi. Vehicles To Carry Messages to your Targets
  • • Intentional Web Design Online Engagement • One Way Communication  Email  Newsletters, Quarterlies, Annuals  Member Story Video • Two Way Communication • Electronic Direct Address Updates  Social Web • Email Acquisition Strategies  Blogs Participation • Online Listening Strategies  Blog Content Creation • Behavioral Data Cultivation • eSolicitation Solicitation • Interactive Video • Open and Click-through Rates • Variable Data Videos • Segmented/Informed Follow Up • Segmented Appeals Fulfillment • • Segmented Gift Arrays Campaign Microsites Stewardship • Person to Person Microsites Observation • Email Confirmation Receipts • Member Stories • Electronic Payment Gateways • Holiday Greetings • One-time and Regular Giving Options/ Opportunities to contribute
  • who are your champions, volunteers & recruiters? making the ask is not about them being loyal to you, it’s about you being loyal to them!
  • timely message delivery
  • timely message delivery understanding the phases of a campaign determines the right messages and their delivery:
  • timely message delivery understanding the phases of a campaign determines the right messages and their delivery: Phase 1 - initial appeal for support
  • timely message delivery understanding the phases of a campaign determines the right messages and their delivery: Phase 1 - initial appeal for support Phase 2 - campaign announcement
  • timely message delivery understanding the phases of a campaign determines the right messages and their delivery: Phase 1 - initial appeal for support Phase 2 - campaign announcement Phase 3 - engaging supporters
  • timely message delivery understanding the phases of a campaign determines the right messages and their delivery: Phase 1 - initial appeal for support Phase 2 - campaign announcement Phase 3 - engaging supporters new supporters vs. long time supporters
  • timely message delivery understanding the phases of a campaign determines the right messages and their delivery: Phase 1 - initial appeal for support Phase 2 - campaign announcement Phase 3 - engaging supporters new supporters vs. long time supporters encouraging supporters to recruit as well
  • timely message delivery understanding the phases of a campaign determines the right messages and their delivery: Phase 1 - initial appeal for support Phase 2 - campaign announcement Phase 3 - engaging supporters new supporters vs. long time supporters encouraging supporters to recruit as well Phase 4 - delivering the appeal of urgency
  • timely message delivery understanding the phases of a campaign determines the right messages and their delivery: Phase 1 - initial appeal for support Phase 2 - campaign announcement Phase 3 - engaging supporters new supporters vs. long time supporters encouraging supporters to recruit as well Phase 4 - delivering the appeal of urgency Phase 5 - announcing the results & demonstrating their ROI
  • Message Magnifiers for Non-Profits ✓ press releases ✓ “friending” ✓ email ✓ commenting push vs. pull marketing 24
  • Message Magnifiers for Non-Profits push tactic: Social Media News Releases Changed to bullet format Options for viral marketing Ensure SEO written and Google- friendly Add tags for Facebook, De.li.cious, Digg, etc.
  • push tactic: Message Magnifiers for Non-Profits email newsletters ➡ pushing provocative content ➡ links over to blog ➡ links over to social media profiles ➡ encourage forwarding ➡ email signatures
  • push tactic: Message Magnifiers for Non-Profits email newsletters ➡ pushing provocative content ➡ links over to blog ➡ links over to social media profiles ➡ encourage forwarding ➡ email signatures
  • push tactic: Message Magnifiers for Non-Profits email newsletters ➡ pushing provocative content ➡ links over to blog ➡ links over to social media profiles ➡ encourage forwarding ➡ email signatures
  • push tactic: Message Magnifiers for Non-Profits email newsletters ➡ pushing provocative content ➡ links over to blog ➡ links over to social media profiles ➡ encourage forwarding ➡ email signatures
  • push tactic: Message Magnifiers for Non-Profits email newsletters ➡ pushing provocative content ➡ links over to blog ➡ links over to social media profiles ➡ encourage forwarding ➡ email signatures
  • Message Magnifiers for Non-Profits pull tactic: commentin g seek interesting discussions present provocative ideas avoid self-serving “look at me” comments comment and leave your url 27
  • Simple Elaborate Message Magnifiers for Non-Profits ✓A blog ✓Blogs. ✓Wikis. ✓Podcasts. ✓YouTube ✓LinkedIn ✓Facebook ✓Twitter What are the possibilities?
  • recruiting students Who/What How Much Where When How Why career staff/ advisors for students; development existing and help students add content 3x from the office last year and job hunting new content find jobs week. university info facebook: establish at least once a university for students: relationships week (on recruit career students promote on promote in the with future linkedin, need to experts and linkedin: larger campus fall and during members review best mentors & older career fairs thereby times of the day) demographics recruiting them Message Magnifiers for Non-Profits
  • blogs: social networking for member events Who/What How Much Where When How Why big annual at least once a on the website use a free before raise awareness event day (linked in) service writers depend on who more during the attendees from the office during members most sell registrations event relate with & interact with once a day post less focused but collect & share exhibitors event for at least from the event after a good “pull” information a month tactic Message Magnifiers for Non-Profits
  • you will need to measure it all • will vary from one organization to the next but can include: • numbers of followers • engaged influencers • comments • linking over to your blog • social media monitoring strategies also measure tone and viral spread Message Magnifiers for Non-Profits 31
  • What will it take Message Magnifiers for Non-Profits to make it work? • Writing, recording and posting. • Connecting. • Facilitating. • Promoting. • Authentic.
  • Beth Kanter: How Much Time Does It Take To Do Social Media? Message Magnifiers for Non-Profits 33
  • Beth Kanter: How Much Time Does It Take To Do Social Media? • 5 hours/week to start listening Message Magnifiers for Non-Profits 33
  • Beth Kanter: How Much Time Does It Take To Do Social Media? • 5 hours/week to start listening • 10 hours/week to participate Message Magnifiers for Non-Profits 33
  • Beth Kanter: How Much Time Does It Take To Do Social Media? • 5 hours/week to start listening • 10 hours/week to participate • 10-15 hours/week to generate buzz Message Magnifiers for Non-Profits 33
  • Beth Kanter: How Much Time Does It Take To Do Social Media? • 5 hours/week to start listening • 10 hours/week to participate • 10-15 hours/week to generate buzz • 20+ hours/week to build a community Message Magnifiers for Non-Profits 33
  • Beth Kanter: How Much Time Does It Take To Do Social Media? • 5 hours/week to start listening • 10 hours/week to participate • 10-15 hours/week to generate buzz • 20+ hours/week to build a community • (At least ) 3-6 months before you start seeing tangible results Message Magnifiers for Non-Profits 33
  • • complete step by step advice on Anchor and Outpost strategy • prevent others from hijacking your identity • develop your own YouTube Channel – with Guru status • update your "status" on all of the social networking sites (and on Twitter) with one click • sites you should join – and which you should not This is a book on strategy, and includes specific, step- by-step instructions to implement that strategy. It is written to provide value for all who are interested in developing online reputation Pre-order your copy now for $42.99CDN (about $40 US) www.actionstrategies.ca Online PR and Social Media for Associations & Not-for- Profits 34