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Components as Drivers of Recruitment, Retention and Engagement


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CoSN Director of Membership & Chapters, Dresden Farrand, walks us through how her and her team leveraged their components to see great increases in revenue, member retention, chapter acquisition and more.

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Components as Drivers of Recruitment, Retention and Engagement

  1. 1. Components as Drivers of Recruitment, Retention, and Engagement
  2. 2. ABOUT US Who We Are/Why We’re Qualified Kyle Bazzy Director of Growth at Billhighway Technology that solves real problems for component-based organizations. Founded in 1999 Dresden Farrand MPA, MPA, CAE at CoSN Senior Director of Membership and Chapters, CoSN 13 years in association/nonprofit management
  3. 3. AGENDA Why Are You Here? Components can be challenging! Components are important, don’t know where to start Measuring direct impact of components
  4. 4. AUDIENCE CTOs ABOUT CoSN Membership COMPONENT MODEL Originally12 Chapters Chapters, doubled to 26 MEMBERSHIP Institutional Membership
  5. 5. TAX CODE Umbrellas under existing 501c3 ABOUT CoSN State Chapters OPERATIONS Run by volunteers or employees INACTIVE 1 inactive chapter
  6. 6. Budget THE CHALLENGE Grow Chapters With… Staff People
  7. 7. THE CHALLENGE Where to Begin?!
  8. 8. FRAMEWORK What makes a good component? THE FRAMEWORK Structure + Strength + Sustainability = Strong Component - Bob Harris, CAE – Association Consultant 01 Member experience 02 Sustainability of the model 03 Shared revenue model 04 Willingness to build brand awareness 05 Deliver and invest in products and services
  9. 9. FRAMEWORK Structure 01 Why was this important?  Relationship of board & staff Branding
  10. 10. FRAMEWORK Strategy 02 How did you align strategy to the desire outcome?  The strategic plan Promises to members
  11. 11. FRAMEWORK Sustainability 03 What was the vision?  Member value and sources of revenue Growth
  12. 12. Increased Retention STRONGER CHAPTERS Stronger Associations Increased Membership 2x Doubled Membership in 4 States $300k Increased Sponsorship Revenue 38%24% $70k Increase Product Sales
  13. 13. Acquiring New Chapters ABOUT CoSN CoSN Focus Strengthening Chapters Add Value & Increase Engagement
  14. 14. NEW CHAPTERS Acquiring New Chapters 50 State Plan Research Volunteers & Organization Identify Partners Focus Groups 01 02 03 04 Potential Prospects & Competition SWOT Analysis Assessment Tool to Evaluate Each Chapter Meet with Potential Partners & Volunteers 05 06 07 08
  15. 15. RESOURCES Weak chapters require a lot of work ELIMINATE It’s ok to dissolve a chapter LESSONS LEARNED Acquiring New Chapters EFFORT Process = huge effort (challenges & obstacles!)
  16. 16. Structure Strengthening Chapters  State Chapter Advisory Group  Chapter Scorecard  State Chapter Agreement – once/year  Share strategic plan & chapter alignment  Change location of conference
  17. 17. Sustainability Strengthening Chapters  Professional development  How to/Cheat Sheets  Online Community: Shared learning  E-Learning videos: Board/event planning  Budget to visit Chapters and leaders
  18. 18. DEEP DIVE: SUSTAINABILITY Strengthening Chapters GOALS Chapter goals/plan ADVOCACY Advocacy/Policy Component NETWORKING Significant group work BOOT CAMP New Chapter boot camp training DEVELOPMENT Invested in good speakers/development EDUCATE Session Topics: great ideas, epic fails AWARD PROGRAM Revamped our Chapter Award program *New* Chapter Meeting @ Annual Conference
  19. 19. RETENTION Chapters = retention LEVERAGE Components = Opportunity to leverage, not a structure to manage LESSONS LEARNED Strengthening Chapters LEADERSHIP Leadership development & technical assistance = critical BOARD Changes communicated by the Board, not staff
  20. 20. Value Proposition & Engagement  Create templates  Chapter News: website & newsletter  Toolkits: Advocacy and Mentorship  Include in overall organization strategy  Certification, Initiatives, Education  Calendar reminders of goals and succession plans
  21. 21. SIMPLIFY Local component responsibilities = simplified EXPERTISE Chapter access to expertise = increased value to members LESSONS LEARNED Value Proposition & Engagement INPUT Chapters want acknowledgement and want to provide input
  22. 22. ISSUES LESSONS LEARNED Overview: Be Ahead of Issues! RESEARCH Do the work & research LISTEN Listen to members & Chapter Advisory Group – Current issues AND future PROOF Use cases & process for solving RESOURCES ASAE Component Relations Resources
  23. 23. RIP Chapter Volunteers: Are you haunted by volunteer turnover and burnout? Date: Wednesday, October 12th Time: 12:00 pm E.S.T Speaker: Kyle Bazzy, Director of Growth, Billhighway Volunteers are critical to the success of your chapters and association as a whole. We’ll discuss: • Reasons why good volunteers are becoming harder to find • Tools & tactics to make chapter volunteer life easier • How to create an effective succession plan for when volunteers do turnover What’s Up Next? Chapters vs. National: Creating a Stronger, More Collaborative Association (Note: This is in collaboration with AssociationTRENDS and there is a cost associated) Date: Wednesday, October 19th Time: 2:00 pm E.S.T Speaker: Kyle Bazzy, Director of Growth, Billhighway Combat the conflict! We’ll be diving into: • Common culprits causing conflict between Chapters & National • Identifying sources of friction: strategic alignment, lack of (perceived) support and other red flags • Tactics for strengthening the Chapters-National relationship
  24. 24. • ASAE/Associations Now • Component Relations • Governance Structure • The State of Association Chapters • Mariner Management • • Chapter Performance Dashboards • Tech Tools for Chapters • Marketing General Inc. • • People Power Unlimited • • Active Chapter Video Series • Association Success • Transform Culture • Books: • Transformational Governance: How Boards Achieve Extraordinary Change • Component Relations Handbook: A Guide to Successfully Managing and Motivating Chapters, Affiliates, and other Member Groups • Membership Essentials: Recruitment, Retention, Roles, Responsibilities, and Resources, 2nd Edition • What Makes High-Performing Boards • Whitepapers • The Association EXEC's Guide to Improving Organizational Performance Additional Resources
  25. 25. Kyle Bazzy 586.480.6419 (cell) AMA: Ask Me Anything