Science of Loyalty In Associations Chicagoland 2012


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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.

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Science of Loyalty In Associations Chicagoland 2012

  1. 1. The Science Behind Member LoyaltyDean D’Ambrosi, Vice President Member Relations, National Association for Printing LeadershipDavid C. Carrithers, Founder, President and Managing Director, Affinity Center InternationalGiulietta Versiglia, Champion of Marketing & Products, Affinity Center International
  2. 2. Member Engagement, Retention and Recruitment Challenges
  3. 3. Member Engagement, Retention and Recruitment ChallengesIt’s BecomingMore Difficultto KeepMembers
  4. 4. Member Engagement, Retention and Recruitment ChallengesMembershipIssues TopConcern forAssociationExecutives
  5. 5. Member Engagement, Retention and Recruitment Challenges
  6. 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. 7. BABY BOOM GENERATION X GENERATION Y/MILLENIALS 1946–1964 1964–1980 1980–2000 What does this mean for associations? BillBUSINESS 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 toBREAKTHROUGH 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. 8. What is Loyalty?
  9. 9. Associations and Loyalty Successful • Active members more loyalAssociations and more likely to renew = Member • Member engagement comes Loyalty in a variety of forms  • Members are people Member • Loyalty is a humanEngagement condition and brain  mechanism based on four principles
  10. 10. Neuroscience and Loyalty • Provides a better understanding of ourselves and others • Form stronger connections • Create deeper relationships • Ensure member loyalty
  11. 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. 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. 13. Membership Outlook
  14. 14. Questions?Dean D’Ambrosi David CarrithersVice President Member Relations Founder, President and ManagingNational Association for Printing DirectorLeadership Affinity Center Giulietta Versiglia Champion of Marketing and Products Affinity Center International