Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Three keys to on target membership marketing ready, aim, and fire

Sometimes we can be overwhelmed with the many challenges and opportunities when it comes to membership marketing. My goal today is to try and simplify the steps needed in building a well targeted and effective membership marketing program for your association.

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

Three keys to on target membership marketing ready, aim, and fire

  1. 1. Tony Rossell Senior Vice President, Marketing General Incorporated Online Conference for Small Staff Associations February 17-19, 2015 On Target Membership Marketing: Ready, Aim, Fire
  2. 2. Three Steps to Target Your Membership Marketing •Ready •Aim •Fire
  3. 3. Are you “Ready?” “21 percent of associations surveyed do not know their member retention rate.” Advanced Solutions International (ASI) “Global Benchmark Report on Membership Performance.”
  4. 4. HOW DO YOU MEASURE YOUR MEMBERSHIP MARKETING? Are you “Ready?”
  5. 5. Getting “Ready”
  6. 6. • Total Membership by month and year over year. • New Members by month and year over year. • Membership Conversion (Renewal of First Year Members). • Year Two and Subsequent Year Renewals (Y2+) • Total Renewals by Month and Year Getting “Ready”
  7. 7. 2014 Membership Marketing Benchmarking Report • Nearly 900 Participating Associations • Sixth Year • Benchmarking provides a baseline or guide for • Additional tool to primary dashboard Getting “Ready”
  8. 8. “Aim” • Calculating your economic model • Setting achievable membership goals
  9. 9. Association executives might be more successful if they thought like farmers. Don’t budget for the seeds, budget for the harvest. Taking Aim on Your Economic Model
  10. 10. Renewal Rate measures the number of members kept over a given period of time -- usually during a fiscal or calendar year. To determine how many – Total Number of Members Today (minus 12 month new members) / Total Number of Members in Previous Year – Example: (105 -15)/100 = 90% Renewal Rate
  11. 11. Defines how long on average members stay with an association. –Reciprocal of Renewal Rate - .10 –Divide Reciprocal into = 1 /.10 –Example: 1/ .10 = 10 Membership Tenure
  12. 12. Defines the economic value produced by a typical member. – Assume $100 / Year Dues and $50 / Year in Non- Dues Revenue – ($100 + $50) * Average Tenure = LTV – ($100 + $50) * 5 = $750 Lifetime Value
  13. 13. Defines the equilibrium of total membership where members gained and members lost will be equal. –Annual New Member Input / Lapse Rate = Steady State Membership –Example: 1,000 / .20 = 5,000 –90% Renewal Rate = 10,000 (1,000 / .10) –60% Renewal Rate = 2,500 (1,000 / .40) –90% Renewal Rate and 200 New Members = 2,000 (200 / .10) Realistic Membership Goals
  14. 14. “Fire” • Executing your plan –Effective Recruitment Activities –Effective Retention Activities
  15. 15. “Fire”
  16. 16. Effective Recruitment Activities 1. Enhance the Value of Membership 2. Increase Volume of Recruitment Efforts 3. Add New Marketing Channels 4. Test New Lists, Offers, and Creative 5. Increase the Frequency of Touches to Top Prospects
  17. 17. Effective Retention Activities 1. Increased Member Usage 2. Identify “At Risk” Members 3. Increase the Frequency of Contact 4. Increase Renewal Contact Channels 5. Offer Members Payment Options
  18. 18. Contact Information Tony Rossell Senior Vice President, Marketing General Incorporated Phone: 703-706-0360 Email: Tony@MarketingGeneral.com Website: www.Maketing General.com

×