1. BEN HUM
C H A P T E R P R E S I D E N T
C H A I R M A N | N A A A P P R E S I D E N T S ’ C O U N C I L
N O R T H A M E R I C A N A S S O C I A T I O N O F A S I A N P R O F E S S I O N A L S
( T O R O N T O C H A P T E R )
A C A N A D I A N C H A P T E R O F T H E
N A T I O N A L A S S O C I A T I O N O F
A S I A N A M E R I C A N P R O F E S S I O N A L S
Evolving Membership Management
2. Top Challenges
1. Communication and Information
Contact information not up to date
Poor communication to members
Inadequate collateral material (online, digital and hardcopy)
2. Networking
Lack of interaction with other members
Not being proactive in seeking support to themselves and building their networks
3. Capacity Development
Administration and databases. Retaining members. Participation and adding value to our
members. Being able to fulfill association objectives
4. Engagement of members (i.e. at events, response to emails etc.)
Lack of enthusiasm from members
Understanding the culture
Taking full advantage of membership benefits
4. Fostering Success Factors
Have you performed a gap analysis of the membership process and
operations?
When was the last time a member survey was conducted for your
organization and are you asking the right questions?
Does each team leader embrace themselves as a membership
spokesperson?
Your members are your customers and
your membership experience is your loyalty program
5. Success Factors
Develop a member persona (s).
Identify your membership value proposition
Create stakeholder opportunities so members have reasons
to be engaged
Evolve from a member benefit framework to one of
member experiences
Thread membership into other organizational committees.
Membership should not operate as an isolated silo
7. Membership Metrics
Determining the Lifetime Value of Members
How Much to Budget for Retention and Recruitment?
What is the economic benefit to our Chapter if a member renews for 10 consecutive years?
What is the cost of recruiting a new member and how much are we willing to spend?
What’s the average length of membership in our association?
These are important questions when developing a budget and campaign for retaining and enrolling members. Use these formulas to
determine the Lifetime Value of a Member:
Retention Formula - How many members are you likely to retain each year?
# of Renewals
% Retention = ----------------------- X 100
# Eligible to Renew
For example, 920 of 1,000 members renew, the retention rate is 92%.
Loss Formula - The adverse of retention: How many members are likely to drop out this year?
# of Dropped Members
% Loss = ----------------------------- X 100
# Eligible to Renew
For example, 80 members drop out from an eligible renewal base of 1,000, the loss rate is 8%.
8. Membership Metrics
Turnover Rate - This is a key to the formula for determining lifetime value. The turnover rate is
time in which the entire membership will disappear at the "loss rate" and no new members.
100
Turnover Rate (years) = --------------
Loss Rate
Thus, with a 8% loss rate per year, it would take about 12.5 years to wipe out the membership base.
Cost of Serving Members - A high level simplified formula to determine the cost per member is to
divide the number of members by the total expenses.
# of Members
Average Cost = --------------------
Total Expenses
For example, if there were $350,000 in expenses per year, and a membership of 1,000 members,
the cost to service a member is $350 each. (It may be practical to remove some expense line items,
such as special events and scholarships, if they are part of independent programs.)
9. Membership Metrics
Cost of Enrolling Members
Few associations know how much money to budget for getting new members each year. What should you plan to
spend on printing, mailing, calls and staff time, for instance? The premise is that if you know the lifetime value of
a member, you are willing to focus additional energy and funds on membership development. There is a formula
for determining the cost of enrolling members.
Enrollment Cost = Lifetime Value minus (Avg. Cost Serving a Member x Turnover Rate)
Thus, in our example, the lifetime value of a member is $6,562.50. It should be subtracted from the cost of serving
a member over the 12.5 year period of membership ($350 x 12.5 = $4,200) to determine the "profit" for enrolling
the member.
In this case, enrolling a new member who is likely to remain in the association for 12.5 years, the profit is
$2,362.50. Naturally, the influences on quality of services impact duration of membership. With a strategy, a
Chapter may be able to reduce the costs of serving a member, or increase the non-dues income per member –
thus improving the profitability per member.
Knowing the lifetime value of a member allows the association to realistically determine how much should be
spent in a membership campaign to enroll new member.
Note: Apply this set of formulas for estimating budgets to use as a guide. For member driven associations, this
financial perspective adds a powerful strategy for a membership committee to create a budget for retention and
recruitment.
10. Creating WOW Member Experiences
(Examples of Programs at NAAAPTO)
NAAAP Member Showcase Table at events
NAAAP Success Moments (share your stories)
NAAAP Event Host Program, NAAAP Networking
Builder Tools, Post Event Photo Gallery
NAAAP Toronto Chapter Year in Review
Invite and encourage contribution to NAAAP
AList Magazine
Collaboration with 18 different community
partners for a broad range and diversity of events
Engaging and collaboration with corporate ERGs
NAAAP Members can joined 14 different
operational committees
11. Creating WOW Member Experiences
No charge or reduced fee access to NAAAP Toronto Signature (Networking & Workshop) Events,
Exclusive NAAAP Member rates to special events, sponsored events and NAAAP National and other
Chapter events in the United States and Canada,
Advance notification and invitations to upcoming events, programs and special offers,
Exclusive invitations and access to events and programs only for NAAAP Members,
Access leadership development Webinars, mentorship program and community partner events,
Access the NAAAP Online Career Centre exclusive to members,
A monthly eNewsletter subscription keeps you connected to current news and events in the community,
North American Wide Membership - Membership is recognized at all NAAAP Chapters throughout the
United States and Canada.
12. Creating WOW Member Experiences
Digital Membership Cards
Members Reward Points
System
CRM Management System
Member accounts with
activity history
13. Membership Operational Tools
1. Email Marketing
i. Mailerlite.com (Email Marketing)
* Easy to use web-based service. Good templates
ii. SendGrid.net (Email Marketing)
• 12,000 emails per month
• 2,000 subscribers
• Price: Free
* Good to use as an SMTP service for computer based email marketing software
iii. emailoctopus.com (Email Marketing)
• Unlimited emails per month
• 0 - 1,000 subscribers
• Price: Free
Unlimited emails per month
0 - 1,000 subscribers
Price: Free
Unlimited emails per month
1,001 - 5,000 subscribers
Price: $10.00 per month ($84/year if paid
annually)
14. Membership Operational Tools
Stock Photos/Videos
(Royalty Free) for branding and marketing
www.graphicstock.com
($99 US per year for unlimited downloads)
shop.stockphotosecrets.com
($99 US per year for 200 image downloads)
https://videos.pexels.com
(Free stock video footage)
https://www.videvo.net
(Free stock video footage)
https://www.videezy.com
(Free stock video footage)
www.videoblocks.com
($149 US per year for unlimited downloads)
Membership Management Systems
http://silkstart.com
http://www.wildapricot.com
http://www.membee.com/
https://www.esxinc.com
http://memberleap.com/
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