MMC Presentation - 199 Ideas for Membership Recruitment and Retention


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Presentation from ASAE's 2010 Membership and Marketing Conference

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MMC Presentation - 199 Ideas for Membership Recruitment and Retention

  1. 1. Membership and Marketing: From 199 Ideas to Your WorldJune 15, 201010:45 a.m. - Noon<br />Content Leaders:<br />Miriam Miller, CAE, director, membership, <br />United Fresh Produce Association<br />Tip Tucker Kendall, director, membership, exhibition and convention services, <br />Women’s Basketball Coaches Association<br /><br />Connecting Great Ideas and Great People<br />
  2. 2. Idea #1<br />You’ve got them in the door.  Don’t leave them alone in the living room.<br />
  3. 3. Put yourself in your members’ shoes<br />Create an atmosphere of immediate welcome<br />Make them feel valued as individuals<br />Constantly communicate<br />
  4. 4.
  5. 5. How do you welcome new members?<br />What is your new member retention plan?<br />What activities make your new members feel valued?<br />
  6. 6. Idea #2<br />Address Your <br />At-risk Groups<br />
  7. 7. Who are they?<br />Subsets of profession<br />Gender<br />New to membership<br />New to the profession<br />Race<br />
  8. 8. Talk to them…not at them<br /><ul><li>Forums during the meeting
  9. 9. Educational tracks
  10. 10. Listservs and messageboard
  11. 11. Social Media
  12. 12. Newsletters or information needs
  13. 13. Blog</li></li></ul><li>Talk to them…not at them<br /><ul><li>Forums during the meeting
  14. 14. Educational tracks
  15. 15. Listservs
  16. 16. Social Media
  17. 17. Newsletters or information needs</li></li></ul><li>Idea #3<br />The Power of Personalization<br />
  18. 18. A personal story about personalization . . .<br />
  19. 19. Know what “personally” matters to your members<br />Make form letters “un-form letters”<br />Use technology to streamline your efforts<br />Proofreading is essential!<br />
  20. 20.
  21. 21. What information do you capture about your members to ensure your communications are personal?<br />What discrete programs and services matter personally to your members?<br />
  22. 22. Idea #4<br />Go Above and Beyond with “Good Job” Calls<br />
  23. 23. Don’t let good news be a missed opportunity to reach out to your members!<br /><ul><li>Babies
  24. 24. Marriages
  25. 25. Awards
  26. 26. Publications</li></li></ul><li>Idea #5<br />Landing Pages Help Your Membership Take Off<br />
  27. 27. I’m on your website? Now what?<br />
  28. 28. Help members “Choose their Own Adventure”<br />Recognize the individual value proposition<br />Make it easy to “come home.”<br />
  29. 29.
  30. 30.
  31. 31.
  32. 32. Idea #6<br />Crowdsource to Create Community<br />
  33. 33. <ul><li>Rename your association
  34. 34. Pick a logo for your upcoming meeting
  35. 35. Pick a keynote speaker
  36. 36. Pick ALL the speakers for your conference
  37. 37. Top story for your website</li></ul>Give them lots of OPPORTUNITIES TO FEEL INVESTED in the association’s big decisions and the small decisions.<br />
  38. 38. Convention Advisory Group<br /><ul><li>Constant feedback…on big and small
  39. 39. Over 150 sign-ups in 24 hours
  40. 40. Make it easy – 5 questions once per month</li></li></ul><li>Idea #7<br />Cultivate Your <br />Post-Convention Communications<br />
  41. 41. What was that event I attended again?<br />
  42. 42. Have a post-convention plan in place pre-convention<br />Strategize beyond membership staff<br />Maintain your momentum post-show<br />Don’t forget those who didn’t attend<br />
  43. 43.
  44. 44. What is your member/prospect follow up strategy for major events?<br />How do you maintain momentum after an event?<br />
  45. 45. Idea #8<br />Save Your Renewals from Recycling<br />
  46. 46. Timing is everything!<br />Do you know when the best time to bill your members is?<br />Have you asked?<br />Don’t even THINK about billing me during convention season!<br />
  47. 47. Make it simple…<br />then make it simpler.<br /><ul><li>Limit invoices to one-sided single sheet
  48. 48. Make sure that online invoices take no more than 3 minutes
  49. 49. Allow members to pay how THEY want to (or can) pay</li></li></ul><li>Idea #9<br />Wine and Dine the Decision-makers<br />
  50. 50. You like me? You REALLY like me!<br />Or <br />Flattery will get you everywhere<br />
  51. 51. Do you know who your decision makers are? Do you know “how” they like to decide?<br />Don’t underestimate the personal ask<br />Recognize early and often<br />Empower your internal champions<br />
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56. Do you know who your decision makers are?<br />How do you acknowledge your decision makers?<br />What investment do you make in cultivating decision maker support?<br />
  57. 57. Idea #10<br />Spread Your Membership News Far and Wide<br />
  58. 58. Press Releases<br /><ul><li>Change in membership types
  59. 59. Year-end or record-breaking membership numbers
  60. 60. Post-convention or record-breaking convention attendance
  61. 61. Record-breaking opening of convention registration
  62. 62. Shifts in membership demographics</li></li></ul><li>Marketing Materials<br /><ul><li>Paint a clear picture of who you are…based on who you want to attract.
  63. 63. Member demographics on brochures and website</li></ul>Give it context! A pie chart with no context is NOT enough!<br />
  64. 64. Buy your copy of <br />199 Ideas: Membership Recruitment and Retention <br />today!<br />
  65. 65. Want to be published in an ASAE publication?<br />Submit your tip to:<br /><br /> We are looking for additional tips for ASAE’s next tip book,<br />199 Ideas: Member Service & Engagement<br />
  66. 66. Contact Information<br />Miriam Miller, CAE<br />Director, Membership<br />United Fresh Produce Association<br /><br />202.303.3410<br />Tip Tucker Kendall<br />Director, Membership, Exhibition and Convention <br /> Services<br />Women’s Basketball Coaches Association<br /><br />770.279.8027 ext. 106<br />