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GSAE 2012 Annual Meeting365 Day Communication PlanMay 31, 2012Scott Oser, Scott Oser Associates@scottoser
Agenda• About You!• Things to think about• Case Study: Tech Council of Maryland• Q&A
About You!• Type of organization – Individual member – Trade• Size of organization – 1-10 staff – 10-50 staff – 50+ staff• Location of membership – Regional – National
About Your Retention Activities!• Renewal – How? – How often? – Who?• Member communication – How? – How often? – Who?• Tracking – How? – What?
“Associations with overall increases inmembership over the past year, as well asthose with renewal rates higher than 80%,are more likely to attempt more renewalcontacts. . . These increases in renewalrates appear after seven contacts.” (2010 MGI Membership Marketing Benchmarking Report)
”Personal contact appears to be a keyingredient for increasing renewals.Associations with renewal rates of 80%or higher are significantly more likely touse personal approaches such as peer topeer member contacts to help withrenewal efforts.” (2010 MGI Membership Marketing Benchmarking Report)
Case Study: Tech Council of MD• About TCM – Brief History of Organization – Staff Size – Membership Categories – Membership Numbers and Trends
Case Study: Tech Council of MD• Past Membership Retention Strategy – Anniversary date renewal – 2 renewal notices • 1 phone call • 1 invoice by direct mail – 3 Months after expiration before ceasing benefits – All retention handled by Part-time Membership Coordinator
Case Study: Tech Council of MD• Results of past strategy – Membership was disorganized – Members didn’t receive any consistent communication targeted to them – Revenue was being given away because benefits were being received without cash in hand – Members were being trained that there really was no penalty for renewing late – Membership retention was a concern! ….and an opportunity!
Case Study: Tech Council of MD• 3 Step Process – Talk to key staff and volunteers – Review past materials, past results and processes – Review financial, technical and human resources
Case Study: Tech Council of MD• New Retention and Communication Process Goals – 365 Day Communication Strategy – Multi-media Approach – Targeted communication – Outreach to members when not asking for money – More interpersonal communication – No free membership benefits due to process
Case Study: Tech Council of MD NewRenewed Membership Process Time Line (Example) – Weekly newrenewal welcome call: due by June 10 (Executive Directors) – 4 weeks of joiningrenewing welcome email: July 2 (Membership Manager) – 90 days newrenewed of joining handwritten check in letter: September 2 (Executive Directors) – 6 month newrenewed check in call: December 2 (Membership Manager) – 120 day check in call: February 2 (Membership Manager) – 90 day invoice letter: March 2 (Finance) – 90 day follow up invoice email: March 9 (Membership Manager) – 30 day final notice call: May 30 (Executive Directors) – Expire invoice letter – 30 day final notice email: May 30 (Finance) – 30 day post expire letteremail script: June 30 (Membership Manager) – 60 day post expire call script: July 31 (Executive Directors)
Case Study: Tech Council of MD30 Day Renewal Script Hi (first name), This is ******* calling from the Tech Council of Maryland. I am calling to remind you that your membership in Tech Council of Maryland expires this month and we have yet to receive your renewal payment. Are you planning on renewing your membership? If so you need to do that immediately so you continue receiving all of the benefits that we provide to you as a member. We have already put a final invoice in the mail to you that you can use to renew. If you don’t want to wait for that you can always go to our website at www.techcouncilmd.com and renew your membership online. Of course I am willing to take a credit card over the phone if that is easier for you. ***If someone says they aren’t renewing ask them why***
Post-expire EmailDear (first name),My name is Todd Hayes and I am the Member Relations Manager for the Tech Council of Maryland. According to ourrecords, your membership dues are 30 days past due. To reinstate your membership and continue to enjoy themany benefits of the Tech Council of Maryland renew today!You may renew online, by going to this link https://techcouncilmd.com/members/renew.php, or send in the originalinvoice with payment. For your convenience I have also attached a copy of the invoice with this email.Through the support and services that we provide to our rapidly growing 500 member companies, TCM is the vitalcontributor to the growth and success of the Mid-Atlantic region’s technology businesses. We have grown to becomethe largest Technology Association in the region with thousands of member contacts and participation.With your renewal and the support of members like you, it gives TCM the opportunity to provide value-addedprograms and quality services to the membership. In turn, this helps them grow and be more compatible in themarketplace!We are also very excited about the variety of opportunities for you to network, further your professionaldevelopment, and expand your business portfolio. We are getting our volunteer committees refocused, and areoffering a number of industry specific committees to provide you and/or members of your staff the opportunity for apeer-network group to gather information and share ideas. These industry specific committees includetelecommunications, capital formation, government contracting, human resources, general counsel and many more;and are offered as a member-only benefit.I am confident that the unique benefits that we provide have proven to be valuable to you multiple times over thelast 12 months. If you do not renew immediately, they will no longer be available to you. Renew now!We look forward to your renewal and support of TCM and the tech community.Sincerely,Todd HayesTodd HayesMember Relations Manager
Case Study: Tech Council of MDWeekly welcome call scriptHi (first name),This is (Your Name) calling from Division, a Division of the Tech Council of Maryland.I wanted to be the first person to welcome you as a member of our association.I am the Title and it is my job to make sure that membership in Tech Councilmembership meets all of your expectations. If at any time you do not feel we arefocused on serving your needs do not hesitate to give me a call.I also wanted to personally invite you to attend our next event. It is being held (fill inhere).Do you have any immediate questions or concerns that I can help with? ***If yes,answer them. If no, “thank you again for joining and I hope to meet you soon.****
Case Study: Tech Council of MD• The Good News • Membership retention increased from 74% to 79% • 70% pay by their renewal date • 30% pay ahead of time • Members have given positive feedback regarding the constant contact about their needs – “Thank you for the handwritten letter, it’s nice to know you care about more than just my money.” – “My membership in TCM is very valuable and I appreciate your call to make sure everything is going well. If I need anything in the future I know who to contact.” – “I am very happy with our membership. You guys are doing all the right things, like this phone call to make sure we are happy with TCM. Thanks for checking in.”
Case Study: Tech Council of MD• Lessons Learned – Membership is everyone’s job – Strong processes and procedures help everyone – Targeting messages to audiences helps retention – Multi-channel marketing is critical – Communication must be regular but not always about money-driven transactions.
Very Little Difference Between Non-Engaged Members and Lapsed MembersMembers “who are not involved lie perilously close to former membersin the overarching assessment of the value they derive fromassociations. If former members are thought to be dead, the uninvolvedare close to comatose”(The Decision to Join, p 4).