Member Retention Programs Debbie Fillinich

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  • Introduce staff facilitators and briefly tell them what we do. Refer them to ALPHABET REVIEW & GIVE EXAMPLE OF ALPHABET MATCH
  • Years of service – newest and oldest Recognize volunteers
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • Years of service – newest and oldest Recognize volunteers
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • Cycle of most renewals in October, but not all. Invitations to those that are inactive. Newsletters. Calls to the deadbeats. Surveys. Rosters. Active members will remain members. Communicate with them regularly
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • [LAST 2 QUESTIONS TO BE ON EASELS] Why are you active in your division? What do you hope to get out of today’s session?
  • Member Retention Programs Debbie Fillinich

    1. 1. Member Retention Programs Debbie Fillinich American Chemical Society CESSE – July 2003
    2. 2. Member Retention Programs <ul><li>Please Introduce Yourself </li></ul><ul><ul><li>How many members? Staff? </li></ul></ul><ul><ul><li>Is your position customer service? Membership? </li></ul></ul><ul><ul><li>What is your interest in this topic? </li></ul></ul>
    3. 3. Member Retention Programs <ul><li>Debbie Fillinich </li></ul><ul><li>Manager, Membership Retention </li></ul><ul><li>American Chemical Society </li></ul>
    4. 4. <ul><li>American Chemical Society </li></ul><ul><li>Membership Activities Department </li></ul><ul><ul><li>Dee Valencia, Assistant Director </li></ul></ul><ul><ul><li>Hilary Baar, Manager </li></ul></ul><ul><ul><li>Debbie Fillinich, Manager </li></ul></ul>Member Retention Programs
    5. 5. Member Retention Programs <ul><li>Hilary Baar, Manager </li></ul><ul><ul><li>Membership recruitment </li></ul></ul><ul><ul><li>Merchandising </li></ul></ul><ul><ul><li>Web Presence </li></ul></ul>
    6. 6. Member Retention Programs <ul><li>Debbie Fillinich, Manager </li></ul><ul><ul><li>Affinity programs </li></ul></ul><ul><ul><li>Award-winning science features publication </li></ul></ul><ul><ul><li>Recognition Program </li></ul></ul><ul><ul><li>Renewals </li></ul></ul>
    7. 7. Member Retention Programs <ul><li>Membership Renewals </li></ul><ul><ul><li>National and local dues </li></ul></ul><ul><ul><li>Technical division dues </li></ul></ul><ul><ul><li>Journal and web edition subscriptions </li></ul></ul><ul><ul><li>Contributions </li></ul></ul>
    8. 8. <ul><li>The 3 “R’s” </li></ul><ul><ul><li>Retention </li></ul></ul><ul><ul><li>Recognition </li></ul></ul>Member Retention Programs
    9. 9. <ul><li>What to Expect </li></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Renewal Series </li></ul></ul><ul><ul><li>Information Sharing </li></ul></ul>Member Retention Programs
    10. 10. <ul><li>Information Sharing </li></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Renewal Series </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul><ul><ul><li>Personalization </li></ul></ul>Member Retention Programs
    11. 11. The Third “R” Recognition
    12. 12. <ul><li>What do you recognize? </li></ul>Member Retention Programs
    13. 13. <ul><li>Recognize to renew members </li></ul>Member Retention Programs
    14. 14. <ul><li>Recognize to renew members </li></ul><ul><ul><li>First step in our renewal effort </li></ul></ul><ul><ul><li>Focus on at-risk groups </li></ul></ul>Member Retention Programs
    15. 15. <ul><li>Recognize to renew members </li></ul><ul><li>Measure your results </li></ul><ul><ul><li>Run qualified tests </li></ul></ul><ul><ul><li>Did it improve the renewal rate???? </li></ul></ul>Member Retention Programs
    16. 16. <ul><li>Recognize to renew members </li></ul><ul><li>Measure your results </li></ul><ul><li>Build community </li></ul><ul><ul><li>Promote your benefits and services </li></ul></ul><ul><ul><li>Establish increasing value of membership </li></ul></ul><ul><ul><li>Personalize </li></ul></ul>Member Retention Programs
    17. 17. <ul><li>ACS membership anniversaries </li></ul>Member Retention Programs <ul><li>10 years </li></ul><ul><li>15 years </li></ul><ul><li>25 years </li></ul><ul><li>35 years </li></ul><ul><li>50 years! </li></ul><ul><li>1 year </li></ul><ul><li>2 years </li></ul><ul><li>3 years </li></ul><ul><li>4 years </li></ul><ul><li>5 years </li></ul>
    18. 18. <ul><li>Information Sharing – Recognition </li></ul><ul><ul><li>How does/can your recognition program retain members? </li></ul></ul>Member Retention Programs
    19. 19. <ul><li>Information Sharing – Recognition </li></ul><ul><ul><li>How is your recognition program personalized? </li></ul></ul><ul><ul><li>What role does your customer service – the front line – play in personalization? </li></ul></ul>Member Retention Programs
    20. 20. <ul><li>Information Sharing – Recognition </li></ul><ul><ul><li>Information sharing here and at home </li></ul></ul><ul><ul><li>What can I afford? </li></ul></ul><ul><ul><li>Choosing the right vendor </li></ul></ul>Member Retention Programs
    21. 21. <ul><li>Information Sharing – Recognition </li></ul><ul><ul><li>New ideas? </li></ul></ul><ul><ul><li>Questions? </li></ul></ul>Member Retention Programs
    22. 22. <ul><li>So Far . . . </li></ul><ul><li>The 3 “R’s” </li></ul><ul><ul><li>Recruitment </li></ul></ul><ul><ul><li>Retention </li></ul></ul><ul><ul><li>Recognition </li></ul></ul>Member Retention Programs
    23. 23. The Third “R” Recognition
    24. 24. <ul><li>Recognize to _________________ ? </li></ul>Member Retention Programs
    25. 25. <ul><li>Recognize to renew members </li></ul>Member Retention Programs
    26. 26. The Second “R” Retention
    27. 27. <ul><li>The ACS Control Package </li></ul><ul><ul><li>First effort direct mail </li></ul></ul><ul><ul><li>Second effort direct mail </li></ul></ul><ul><ul><li>Third effort direct mail </li></ul></ul><ul><ul><li>Fourth effort direct mail </li></ul></ul><ul><ul><li>Fifth effort telemarketing </li></ul></ul><ul><ul><li>Sixth effort direct mail </li></ul></ul>Member Retention Programs
    28. 28. <ul><li>The ACS Control Package </li></ul><ul><ul><li>First effort direct mail </li></ul></ul><ul><ul><ul><li>Timing in advance of the renewal date </li></ul></ul></ul><ul><ul><ul><li>Appreciation message </li></ul></ul></ul>Member Retention Programs
    29. 29. <ul><li>The ACS Control Package </li></ul><ul><ul><li>Second effort direct mail </li></ul></ul><ul><ul><ul><li>Also in advance of the renewal anniversary </li></ul></ul></ul><ul><ul><ul><li>Still thanks them, acknowledges the first notice </li></ul></ul></ul>Member Retention Programs
    30. 30. <ul><li>The ACS Control Package </li></ul><ul><ul><li>Third effort direct mail </li></ul></ul><ul><ul><ul><li>Immediately after the renewal anniversary date </li></ul></ul></ul><ul><ul><ul><li>Reminds them of benefits now lost </li></ul></ul></ul>Member Retention Programs
    31. 31. <ul><li>The ACS Control Package </li></ul><ul><ul><li>Fourth effort direct mail </li></ul></ul><ul><ul><ul><li>Not a business letter, but a memo format </li></ul></ul></ul><ul><ul><ul><li>Refers to delinquent account </li></ul></ul></ul>Member Retention Programs
    32. 32. <ul><li>The ACS Control Package </li></ul><ul><ul><li>Fifth effort telemarketing </li></ul></ul><ul><ul><ul><li>First objective is to renew membership </li></ul></ul></ul><ul><ul><ul><li>If they don’t renew, we ask them why </li></ul></ul></ul>Member Retention Programs
    33. 33. <ul><li>The ACS Control Package </li></ul><ul><ul><li>Sixth effort direct mail </li></ul></ul><ul><ul><ul><li>One last offer to renew them </li></ul></ul></ul><ul><ul><ul><li>Official notification of their membership lapse </li></ul></ul></ul>Member Retention Programs
    34. 34. <ul><li>The ACS Control Package </li></ul><ul><ul><li>The Control does not change </li></ul></ul>Member Retention Programs
    35. 35. <ul><li>The ACS Control Package </li></ul><ul><ul><li>The Control does not change without a test </li></ul></ul>Member Retention Programs
    36. 36. <ul><li>Test EVERYTHING </li></ul><ul><ul><li>Color </li></ul></ul><ul><ul><li>Envelopes </li></ul></ul><ul><ul><li>Teasers </li></ul></ul><ul><ul><li>Signatures </li></ul></ul>Member Retention Programs
    37. 37. <ul><li>Test against your control </li></ul><ul><ul><li>At the same time </li></ul></ul><ul><ul><li>In the same quantity </li></ul></ul><ul><ul><li>An nth select </li></ul></ul>Member Retention Programs
    38. 38. <ul><li>The ACS Control Package </li></ul><ul><ul><li>The purpose of the renewal series is renewals </li></ul></ul><ul><ul><li>Do not enclose promotional pieces and general information </li></ul></ul>Member Retention Programs
    39. 39. <ul><li>The ACS Control Package </li></ul><ul><ul><li>Acknowledgement Package </li></ul></ul><ul><ul><ul><li>Thank you </li></ul></ul></ul><ul><ul><ul><li>Membership card </li></ul></ul></ul><ul><ul><ul><li>Up-sell other programs and affinity program plans </li></ul></ul></ul><ul><ul><ul><li>Solicit contributions </li></ul></ul></ul><ul><ul><ul><li>Promotions and general information </li></ul></ul></ul><ul><ul><ul><li>Society/governance business </li></ul></ul></ul><ul><ul><ul><li>Surveys </li></ul></ul></ul><ul><ul><ul><li>Tax receipt </li></ul></ul></ul>Member Retention Programs
    40. 40. <ul><li>Methods of Payment </li></ul><ul><ul><li>Online renewals </li></ul></ul>Member Retention Programs
    41. 41. <ul><li>Information Sharing – Renewals </li></ul><ul><ul><li>What does your renewal series look like? </li></ul></ul><ul><ul><li>How do you use telemarketing and at what effort? </li></ul></ul><ul><ul><li>Is your telemarketing conducted in-house? </li></ul></ul>Member Retention Programs
    42. 42. <ul><li>Information Sharing – Renewals </li></ul><ul><ul><li>How is your renewal program personalized? </li></ul></ul><ul><ul><li>What role does your customer service – the front line – play in renewals? </li></ul></ul>Member Retention Programs
    43. 43. <ul><li>Information Sharing – Renewals </li></ul><ul><ul><li>Information sharing here and at home </li></ul></ul><ul><ul><li>What can I afford? </li></ul></ul><ul><ul><li>Choosing the right vendor </li></ul></ul>Member Retention Programs
    44. 44. <ul><li>So Far . . . </li></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Retention </li></ul></ul>Member Retention Programs
    45. 45. <ul><li>Recognize to renew members </li></ul>Member Retention Programs
    46. 46. <ul><li>The purpose of the renewal series is ______________ ? </li></ul>Member Retention Programs
    47. 47. <ul><li>The purpose of the renewal series is renewals </li></ul>Member Retention Programs
    48. 48. <ul><li>Test What? </li></ul>Member Retention Programs
    49. 49. <ul><li>Test EVERYTHING </li></ul>Member Retention Programs
    50. 50. Member Retention Programs <ul><li>Debbie Fillinich </li></ul><ul><li>American Chemical Society </li></ul><ul><li>Manager, Membership Retention </li></ul><ul><li>(202) 872-4369 </li></ul><ul><li>[email_address] </li></ul>

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