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Membership Series – Part 1: What can joint membership do for you?

On-demand webinar available here: https://youtu.be/NAaIGl-MCzw In part 1 of the membership series, we'll discuss the benefits, the pitfalls and how to get started and/or optimize your current joint membership process.

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Membership Series – Part 1:
What Can Joint
Membership Do
For You?
Joint
Membership
 Benefits
 Pitfalls
 Is it right for you?
Part 1
Series Overview
Auto Renewals
& Monthly Installments
 Benefits
 Pitfalls
 Is it right for you?
Part 2
Positive CRP Reinforcement
“Based on the survey findings, chapters appear to have a
powerful impact on association membership levels. More
than 40% of survey respondents indicate, in essence, that
the chapter's presence has a positive effect on their likely
future renewal in the sense that, if chapters did not exist,
they would be less likely to participate.”
http://marinermanagement.com/resources/white-paper/2006-11-01/components-member-experience-look-roi
Today’s Learning Objectives
Benefits
The benefits of joint membership to
national, chapters & members
Pitfalls
What are the pitfalls of joint membership?
Your Next Steps
Where do you start?
https://www.gbta.org/usa/Membership/Pages/Pricing.aspx
Kyle Bazzy
Director of Growth
Proud Detroiter
Billhighway
Technology that solves real problems
exclusively for component-based
organizations
Founded in 1999
Why Are We Qualified?

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Membership Series – Part 1: What can joint membership do for you?

  • 1. Membership Series – Part 1: What Can Joint Membership Do For You?
  • 2. Joint Membership  Benefits  Pitfalls  Is it right for you? Part 1 Series Overview Auto Renewals & Monthly Installments  Benefits  Pitfalls  Is it right for you? Part 2
  • 3. Positive CRP Reinforcement “Based on the survey findings, chapters appear to have a powerful impact on association membership levels. More than 40% of survey respondents indicate, in essence, that the chapter's presence has a positive effect on their likely future renewal in the sense that, if chapters did not exist, they would be less likely to participate.” http://marinermanagement.com/resources/white-paper/2006-11-01/components-member-experience-look-roi
  • 4. Today’s Learning Objectives Benefits The benefits of joint membership to national, chapters & members Pitfalls What are the pitfalls of joint membership? Your Next Steps Where do you start?
  • 6. Kyle Bazzy Director of Growth Proud Detroiter Billhighway Technology that solves real problems exclusively for component-based organizations Founded in 1999 Why Are We Qualified?
  • 8. What membership dues model do you currently use? 1. Unified 2. Central Required 3. Non-Contingent 4. Chapter Required 5. Other
  • 9. What do YOU want to learn about joint membership? Help Me, Help You!
  • 10. Why Joint Membership? 01 Engagement 02 Incentives 03 Eliminating the Pain 04 Meet More Needs ? ? ? ? ? ? ? ?
  • 11. Engagement Chapter Receive complementary support from national Member Extra resources the member wasn’t aware of National Engage members who wouldn’t normally join Bite-Sized: • Ask yourself…what do your chapters do really well? • What do you do really well? • How do they complement each other? Is there overlap? of respondents said that chapter/local peer networking is their primary reason for belonging to FEI 86%
  • 12. Incentives Chapter Members that normally might not join, do Member Discount to their dues AND receive greater value National Members that normally might not join, do  Increased acquisition  More resources and value = increased retention Tip: Offer ‘tiered’ membership to push new and renewing members towards joint membership option. GBTA Example
  • 13. Eliminating the Pain Chapter More support for volunteers/staff Member More time, resources and for the member National Shared information in real-time Tip: What support do your chapter leaders/volunteers need the most? Survey them to see if the joint membership process can help relieve some of their burden. of chapters cited no standard templates or designs provided by national 77.8%
  • 14. Pains Being Solved  Volunteer-Driven/Limited Staff: Single process outlined & optimized with support provided  Delays in data, information and money across the organization: Unified systems = greater visibility & no delay  Too many value-driven products or services to deliver on: Shared responsibility  Getting chapters to submitting taxes and 990s on time: All data in one place
  • 15. Meet More Needs Ask yourself: What are the top TWO reasons members join your association? Either jointly or national and chapter separately? One of the fundamental challenges of the membership model is serving a diverse set of member needs without ending up with an “everything but the kitchen sink” membership package.
  • 16. Mountain Bikers Unite: Local Society Affiliates With National Association http://associationsnow.com/20 13/07/mountain-bikers-unite- local-society-affiliates-with- national-association/ National Success Story Ask yourself: What would your chapter volunteer RATHER be doing than administrative tasks? How can you tap into that? Benefits  Local society can spend time restoring trails & serving the membership  Receive assistance on administrative tasks  Tap into national’s expertise and resources  Larger membership base and less administrative work for volunteers  More voices to advocate for the society & put more resources back in community
  • 17. Other Types Partner Members Allow partners of members to join or two individuals sharing the same household http://mesana.org/membership/ https://www.mla.org/Membershi p/About-Membership Assn Discount Discount dues to other associations https://www.historians.org/about- aha-and- membership/membership/memb er-benefits Join Forces Join forces with other associations in your industry http://associationsnow.com/2016/01/ a-collaborative-solution-for- engaging-more-student-members/ http://associationsnow.com/2016/02/ best-benefit-ever-two-memberships- hospa-htng/
  • 18. The Pitfalls  Member doesn’t perceive value at one of the two levels  Chapters resist national oversight  Adoption  Only want to belong to national or local, not both ACCA decided to get rid of requirement to join both national & chapter. http://associationsnow.com/2015/10/monthly- membership-as-easy-as-possible/ Tip: Build out a working group to gather input from to get ahead of pitfalls and challenges. Pitfall Example
  • 19. Tough Love It all begins with you! Are you talking to local leaders? Find small ways to start getting involved Have you asked how to make the process easier? Do you know where the value is? 01 02 03 04 05
  • 20. Our Tips & Lessons Learned Determine Willingness to Pay (WTP) Pilot & Test Experience Membership First Hand Be aware of pitfalls
  • 21. Date: Thursday, December 15th Time: 12:00-12:45 PM E.S.T. Auto Renewals & Monthly Installments Membership Series – Part 2:  Understand the benefits  Be aware of the pitfalls  Decide what’s best for your association Register: http://bit.ly/2gf1zd8
  • 23. Q&A – Ask Away!

Editor's Notes

  1. Kyle: Share Slide Share link in chat
  2. Have a lot of new faces, enter in the chat box where you heard about the webinar? Can view our previous webinars on our knowledge bank: http://www.billhighway.co/knowledge-bank/association/
  3. Does joint membership need to be just between national and chapters or are there other options? (think 2 associations teaming up)
  4. You know the drill What does BH do? Work with chapter-based associations to simplify the operations and financial complexities of having chapters.
  5. Numbers from Mariner Management & Marketing LLC’s A View of Association Chapters & Geographic Components Benchmarking Study Should we pull out and highlight some stats of unified membership?
  6. Insert poll question with the options from Mariner’s study (unified, central required, non-contingent, chapter required, other) – if someone answers other, we can ask what they mean Could also ask: Who collects your dues? Who sets your dues? Are chapter dues the same amount across the board? Is national or chapter membership required?
  7. Some of you may already have joint membership. If you’re not considering joint membership, what’s holding you back? Try to get at their fears/pain points…
  8. Engagement Members are able to be engaged at both the national and local level Receive complementary value Open doors to more collaborative environment between national & chapters Incentives Potential for membership dues discount for joining both = revenue for both (vs. alternative of paying for one or the other and creating value silos) Eliminating the Pain More opportunity to share tools and improve processes More opportunity for support and resources for chapters and national (costing sharing, etc.) Unified Systems – Faster data sharing and easier support across the board Meet More Needs Provide greater value – 2 orgs working towards a common goal = more resources. You can meet more needs and accomplish more when you join forces. Forces collaboration
  9. In this section, we’ll dig into the benefits as they relate to national, the chapter and the member. National Find out how your members like and want to be engaged. An FEI study, pointed out that their members found more value at local networking events. If members are more engaged at the chapter level, then final a way to support their events to make them more efficient and impactful. Be complementary to the value that chapters are bringing Allows national to be present where they maybe wouldn’t be if membership was non-contingent Chapter Let chapters do what they do well and then have national provide additional value on top of that or support their efforts – make it a win-win Support, support, support!!! Strong chapters = strong associations. When joint membership is present support for chapters should be greater, collaboration should be visible for members to know that national AND the chapter are providing value. Member More resources, greater value, two different places to go that ARE different, but complement each other. Tip Operations – How can you take administrative tasks off their plate, or automate, streamline and standardize processes across chapters since chapters and national are now working towards a shared goal? Technology – Do chapters need more tools to accomplish and deliver value to the members? Using Chips example, if networking is the primary reason members belong (to the local), how can you help them host more or better networking events? Provide event registration software? Integrate their database to event management software? Other? Member Value – Help guide chapters on how to articulate the value of joint membership – this benefits everyone
  10. Benefit to HQ, Member, Chapter Discount/Incentives Get 2 for the price of 1. Can you provide enough perceived value to justify discounting the dues? You can either pull members with ADDITIONAL value or push with discounts. Increased acquisition More resources and value = increased retention Tip To ease members into joint membership, perhaps offer 3 tiers, just chapter, just national, or both – offer discount to sign up for both. Example Kyle – give GBTA example here – they offer steeper discount to join both national & chapter – have found that members find more value in both. Ask How many of you provide incentives to join both national and chapter?
  11. We’ve seen a whole spectrum of associations with components that have their own systems, structure, processes, etc. Does this sound like you? National Joint membership opens the opportunity to unify technology and processes Share info & data if member belongs to both Imagine what you could do if you had visibility to what members are doing a chapter level? How would you be able to better tailor your services and offerings to the member if you knew how they were engaging locally? What type of valuable information and insights could you provide to the chapter leadership based on information? All working towards a common goal – start breaking down walls and collaborate Chapter Opportunity to share tools and membership data more easily with a unified CRM and marketing automation tools  Eliminates that administrative processes such as duplicate data entry Allows them to provide better support to members because all activity, transactions, etc. are housed in a single location – they can answer questions quickly Member More opportunity/resources Better support
  12. Can you relate to any of these pains? Joint membership can eliminate some of the pains
  13. People join associations for one or two reasons, but everyone’s reason is different. Top two reasons = networking and education/development. You can meet more needs when you join forces. How can you figure out the top 2 reasons that people join your association? If you don’t know why members join, survey them! If you already know, then figure out how to enhance those reasons. Example: If they join for networking and education, figure out how to help register people in an easier manner, figure out what systems are used, how can you support them? Complete an audit of the event registration systems and how they are working If it’s networking, then that’s clearly going to be a chapter’s primary forte. How can you make networking easier and/or provide additional development? Maybe provide some tools and templates or help seek out the right type of technology. Just start small.
  14. Local joining national success story Takeaways – work that volunteers already do is complicated – uniting can make it less complex It’s a win-win for everybody MOUNTAIN BIKERS UNITE: LOCAL SOCIETY AFFILIATES WITH NATIONAL ASSOCIATION Benefits Local society can spend time restoring trails & serving the membership Receive assistance on administrative tasks Tap into national’s expertise and resources (membership database, communications, customer support, etc) Larger membership base and less administrative work for volunteers = more voices to advocate for the society & put more resources back in community
  15. There are other types of joint memberships, doesn’t have to be based on chapters and national – find whatever will be most beneficial to your association All about the value and not about the who – Bringing two associations together can be a win-win to the industry as a whole Allow partners of members to join or two individuals sharing the same household) http://mesana.org/membership/ or https://www.mla.org/Membership/About-Membership Discount dues to other associations https://www.historians.org/about-aha-and-membership/membership/member-benefits Join forces with other associations in your industry Two associations in the plastics industry have partnered to grant free memberships to students, with an eye toward the long-term benefit to both associations and their industry as a whole. http://associationsnow.com/2016/01/a-collaborative-solution-for-engaging-more-student-members/ Two hospitality associations are bridging the Atlantic to join forces, spread memberships, and share their expertise. http://associationsnow.com/2016/02/best-benefit-ever-two-memberships-hospa-htng/
  16. Just remember, membership is complicated work.  Perceived value Members can sometimes not see the value of being part of national when they are part of a chapter (and vice versa), and don’t know/understand what value they’re paying for. Chapters Resist National Oversight Don’t want national in their business May not see nationals efforts to help and collaborate as genuine Past relationships between national and chapters come into play Adoption Whenever you’re rolling out a new process adoption will be a challenge with chapters Get chapters involved early on – the earlier they’re involved in the process and the more input they have, the more likely they are to be onboard Pilot & test! Only want to belong to national or local, not both Again, this is about perceived value. National and local must bring different value to the table that fit well and complement each other. Other things to consider One can streamline this. Here are some things to consider when joining dues… Share the burden of contacting members regarding renewals and updating profiles on file . Do members renew all at once, or on their individual anniversaries? How does your AMS track members who join at the student rate or on an installment plan or as part of a group membership? Does a membership transfer with an employee when a member changes jobs, or does it stay with the employer? What about prorating dues?   These are all things to think through. Examples of a pitfall: ACCA decided to get rid of requirement to join both national & chapter because it’s local and state chapters only covered about half the country, resulting in “hundreds of different dues variations.” http://associationsnow.com/2015/10/monthly-membership-as-easy-as-possible/
  17. Little CRP tough moment You don’t have to have all the answers, but need to know how to go about getting them done
  18. It’s critical to get out from behind the desk and experience membership and local volunteer/staff life. To see your members’ daily lives, how they work and behave. To see how members experience your association. (When do they read your magazine? How easy or hard is it to renew? What events do they attend? ) And to experience membership in other organizations, too . Starts with you getting out there, seeing what membership wants, understand what local is doing, as a CRP need to figure out how national can complement what the member wants. Determine Willingness to pay (WTP) is the total amount people would pay to obtain something they want or avoid something undesirable, based on their perception of value and their financial ability. http://associationsnow.com/2014/04/membership-memo-pay-what-you-will-for-benefits/ For example, ask a member or prospect, “Which is more important to you: (1) educational webinars or (2) local networking events?” Then, follow up to ask, “Would you be willing to pay $X for the option you chose?” Asking about specific price points will typically be more revealing than asking the open-ended “How much would you pay?” Associations often hear “I can’t afford it” from non-, lapsed, or even current members. Such a response usually means “I am not willing to pay” based on the combination of price and perceived value. And those are both factors you can work to change. Pilot- work out the adoption kinks with only a few chapters until you get the process set Pitfalls – adding more members and more layers adds a new level of complexity – think through all of the questions joining membership might present
  19. As always, you can find on demand webinars on our Knowledge Bank – check it out! We’re heavily investing in providing education to chapter-based associations since we’ve learned that there is a huge void of information and educational material for component relations professionals (CRPs). That is where our primary focus is right now.
  20. 15 minutes Questions: What topics do you want more of? What other tools do you want to hear about? Where are you going/what are you searching to get info? What medium would you like tools to be delivered to you? (email, blog, social, online community/forum, etc) What types of tools? (worksheets, fil in the blank, examples, copy and paste) Where do you want to find the tools? (website, email, social, etc) Task Rabbit Idea - Need to find something to help with a project or present a case? We can help! Hire us for free.