Member retention costs are soaring for most associations and building member loyalty within each generation is a key goal of any association; but do you really understand how loyalty works? This session takes a fascinating look into the science of loyalty and what it means for associations struggling to add and retain members. Using the latest neuroscience research, you’ll understand how the brain processes information, which will help you develop programs for and communicate to four generations of members in ways that better ensure loyalty.

1. The Science Behind Member Loyalty
Dean D’Ambrosi, Vice President Member Relations, National Association for Printing Leadership
David C. Carrithers, Founder, President and Managing Director, Affinity Center International
Giulietta Versiglia, Champion of Marketing & Products, Affinity Center International

2. Member Engagement, Retention and Recruitment Challenges

3. Member Engagement, Retention and Recruitment
Challenges
It’s Becoming
More Difficult
to Keep
Members

4. Member Engagement, Retention and Recruitment
Challenges
Membership
Issues Top
Concern for
Association
Executives

5. Member Engagement, Retention and Recruitment Challenges

6. Member Engagement, Retention and Recruitment
Challenges
• Renewals no longer automatic
• More resources needed
• Constant demand for new
engagement efforts
• Must demonstrate and prove value
of membership

7. BABY BOOM GENERATION X GENERATION Y/MILLENIALS
1946–1964 1964–1980 1980–2000 What does this mean for
associations?
Bill
BUSINESS ICON Jeff Bezos Mark Zuckerberg
Gates
• Develop multi-
Fall of the Berlin generational
DEFINING Vietnam War September 11, 2001 membership models
Wall
MOMENTS Watergate Rise of social media
O.J. Simpson Trial
• Understand how to
BREAKTHROUGH Fax Personal market to each
Smartphone
TECHNOLOGY Machine Computer generation
Hardworking and • Diversify products
Crave work-life Prefer flexible work
WORKPLACE goal oriented, and services for
balance, skeptical of structures, having direct
TRAITS comfortable in every generation
authority input in projects
hierarchies membership
CONTACT Hit me up on
Call me Email me
METHOD Facebook
IT’S 9 P.M. …home with the …out with friends but
…in the office
I’M… family checking email

8. What is Loyalty?

9. Associations and Loyalty
Successful
• Active members more loyal
Associations and more likely to renew
=
Member • Member engagement comes
Loyalty in a variety of forms
 • Members are people
Member • Loyalty is a human
Engagement condition and brain
 mechanism based on four
principles

10. Neuroscience and Loyalty
• Provides a better
understanding of ourselves
and others
• Form stronger connections
• Create deeper relationships
• Ensure member loyalty

11. Neuroscience and Loyalty
• Successful engagement and Social
Interaction = positive emotions
• Positive emotions are memorable
• Positive memories reinforce value
• Value is rewarding
• Effective associations are personally
meaningful

12. Loyalty Programs
• Affinity v. loyalty programs
• Definition: structured marketing
efforts that reward buying
behavior
• Consumers LOVE them – how can
associations use them?
• Assist with increasing member
engagement

13. Membership Outlook

14. Questions?
Dean D’Ambrosi David Carrithers
Vice President Member Relations Founder, President and Managing
National Association for Printing Director
Leadership Affinity Center International
ddambrosi@napl.org david.carrithers@affinitycenter.com
Giulietta Versiglia
Champion of Marketing and Products
Affinity Center International
giulietta.versiglia@affinitycenter.com