2012 scte presentation_lsc_updated_2
- 1. Effective Ways to KeepYour Members Linda S. Chreno, CAE, IOM Association Connector Marketing General Incorporated lchreno@marketinggeneral.com @lindachreno
- 2. What I Promised: Onedefinition of Retention is the confirmation of the value that members feel they have received from the organization – a vote of confidence or no confidence. But the retention process does not begin 3 months before the membership expires – it begins BEFORE the individual is even a member. During this session, you will learn the 5 Steps of the Membership Lifecycle from awareness to recruitment to engagement to renewal (retention) to reinstatement and how each step is necessary and builds upon the others for the membership program to be successful. Linda S. Chreno, CAE, IOM @lindachreno
- 3. Thank You VOLUNTEERS VolunteerAppreciation Week April 23-27, 2012
- 4. I donate to your What have foundation. you done for I attend your Hello, I’m me lately? conferences. Jeremy. I buy your I read your books. magazine. I’m much more likely to VS. UNENGAGED ENGAGED become a member or MEMBERS renew my membership or MEMBERS be an SCTE evangalist.. I’m much less likely to become engaged. Follow you on I blog about twitter. the organization.
- 5. Membership Lifecycle • Awareness • Recruitment • Engagement • Renewal • Reinstatement
- 6. AWARENESS and RECRUITMENT •Awareness …when prospects first discover you. • Awareness—recognition of the SCTE organization by the segment or profession it serves. • Member Recruitment and Acquisition uses a variety of messaging formats and communications. – Advertising – Direct mail – Email – Web advertising
- 7. Recruitment … WhenProspects Choose to Try You Recruitment begins by understanding target prospects—who, what, where, when, and how they are reached. This is arguably the most important component in member prospecting. Messaging evolves from the Unique Selling Proposition and an organization’s indispensability—the one thing it does better than anybody else—with copy that is benefit, not feature oriented.
- 8. Four generations arerepresented in the workforce. NOTE: depending upon your source, the birth years might be slightly different and different names applied to the groups. As people live longer and work longer, generational communication considerations will become even more important. The Traditionalists (Silent Generation), those born 1922–45, prefer inclusive language such as ―we‖ and ―us.‖ Words are more important than body language. Avoid informal language and rely on face-to-face and written communication. For Baby Boomers, those born 1946–64, body language is much more important. You can be much more open and direct with this group, but be prepared for tough questions. Controlling, manipulative language is a turn-off, but presenting options and showing flexibility will be welcomed. Face-to-face and electronic communication will be most effective with this group.
- 9. More Generations The Generation―X‖ers, those born 1965 – early 80’s, want you to learn their language and use it. Informality is appreciated, and e-mail is the preferred channel. Communicate in short sentences that are very clear. Talk straight and present the facts. Asking for feedback will engender good feelings, as will sharing information immediately and often. For Millennials (Generation Y), those born 1980 –98, you should let language paint visual pictures. Action verbs, always important in writing, are even more important to this generation. They may be young, but they don’t want to be talked down to. You must show them respect if you expect it yourself. E-mail and voice-mail are preferred channels. As with Generation X, seek feedback. Humor is effective with this generation.
- 10. Engagement The Progression toMembership Success for SCTE Membership Growth Loyalty and Increased Revenue Engagement
- 11. Reach Out toYour Members http://player.vimeo.com/video/40414507
- 12. FIRST YEAR ENGAGEMENTPLAN Goals Sample Plan • Multi-Channel • Orientation email • Multi-Step • Mailed product • Evoke second voucher interaction • Benefits survey • Courtesy call
- 13. Some Calculations RESPONSE RATEmeasures the number of prospects who responded to a marketing effort RESPONSE RATE = Total number of responses/Total number of prospects contacted X 100. COST TO OBTAIN A MEMBER The cost to obtain a member is the total costs you spent on acquisition divided by the total members acquired. COST TO OBTAIN A MEMBER = Acquisition costs/members acquired
- 14. 2 More Calculations RENEWALRATE Renewal rate measures the number of members kept over a a given period of time – usually a fiscal or calendar year. RENEWAL RATE = (Total Number of Members TODAY minus the new members in the period of time) / Total Number of Members in Previous Year AVERAGE TENURE Defines how long on average members stay with an association AVERAGE TENURE = 1 / (reciprocal of renewal rate) RECIPROCAL OF RENEWAL RATE – 1 minus renewal rate (also known as lapse rate)
- 15. Retention (Renewal) In 2010,6% of people who did not renew their association membership said their reason for not continuing was ―I forgot.‖ First Year members renew from 45% - 60% – Didn’t see the value? – Didn’t take advantage of the benefits? Renewals are a function of the success of the engagement process Have you cultivated the member so that their decision to renew is a no- brainer?
- 16. Lifetime Value Defines theeconomic value produced by a typical member. LIFETIME VALUE = (annual dues revenue per member + average annual non-dues revenue per member) times Average Tenure
- 17. Sample Renewal Process Renewal Communication Effort # Channel Date 1 Email 120 days before expire 2 Direct Mail 90 days before expire 3 Direct Mail 60 days before expire 4 Email 45 days before expire 5 Direct Mail 30 days before expire 6 Email Day before expire 7 Telephone Call Day of expire 8 Direct Mail 15 days after expire 9 Telephone Call 60 days after expire 10 Email Exit Survey 75 days after expire
- 18. Reinstatement ―Look not whereyou fell, but where you slipped‖- Chinese proverb Expires are your best prospects How long after a member expires do you continue to let them receive benefits? In general, after the grace period the process is working to reinstate the former member Find out why they let their membership lapse Be sensitive that they were once a member when recruiting them back Two-way communication in between renewal and reinstatement
- 19. 2011 MGI AnnualMembership Benchmarking Report Over 650 Participating Associations Share What Worked Best
- 20. Where Do YouFit?
- 21. Where do you currently getyour members?
- 22. SEO and Web-ContentManagement - an Ongoing Process Why do you need SEO: – Attract new members – Keep current members – Inform the public – Provide information/data to members public Two Resources: www.dailyseotip.com www.searchenginejournal.com
- 23. Keywords • Keywords areways that you are found by your members, customers, etc. • Best keywords must MATCH your unique value proposition with the words used by your members. • All staff should be up-to-date with keywords being used - include in conference copy, etc. • http://semrush.com • Competitors, Google keywords
- 24. Online Research –Social Media offers the ability to target: by industry by job titles by groups which allows for finite slicing and dicing of your target audience
- 25. Online Research –Social Media continued growth as a social media platform; documented effective advertising outlet
- 26. Search Engine Marketing 1 2 3 Online Behavior Lead Gen Offers Online Media 1. Understand online FREE Whitepaper Co-Registration behavior of association Offers an excerpt of the Online News & PR audience segments. latest industry research. Search Engine Ads 2. Utilize keyword and social monitoring tools to Ad Networks identify key topics and FREE Trial Membership Article Submissions content within target Offers a 30-Day FREE Trial Blogs & Forum Posts audience. Membership. Social Media Ads Sponsored Links 4 LANDING PAGE Recruitment Campaign SCTE 5 Web Site
- 27. Example – OnlineLead Generation Campaign 1 Targeted Ad Placement. 2 Data Capture on Microsite. 3 Cultivation e-mail campaign with additional content offers.
- 28. Lead Generation –First Page
- 29. Lead Generation –Second Page
- 30. Why Is ThisImportant?
- 31. What do you believe isthe ONE TOP reason members join SCTE?
- 32. Example: Lead GenerationCultivation Series 2 3 4 1 • Confirmation E-mail • Additional White Paper • Free Video/Webcast • Free Industry Report • Link to Download • Why Others Joined • Most Popular Benefits • Member Testimonial • Learn More Link • Click to Join Link • Click to Join Link • Click to Join Link Also be sure to market Conferences, Seminars and Books to your leads.
- 33.
- 34. What are themost effective social media outlets in reaching membership goals?
- 35. Which of thefollowing communication methods to you use to ENGAGE new members?
- 36. How are YourMembers Engaged?
- 37.
- 38. How many CONTACTSdo you make before the membership expires?
- 39. When do you start therenewal effort?
- 40.
- 41. What types of marketing effortsdo you use for your renewal efforts?
- 42. Do you offerrenewal options?
- 43. Why Don’t TheyRenew?
- 44. Bonus Information http://home.snafu.de/tilman/xen ulink.html Find broken links on your website – PC ONLY http://www.belarc.com/free_download .html www.websitegrader.com Useful & free information
- 45. Resources: Marketing Phrase Book By Gail Hamilton The Nonprofit Marketing Guide By Kivi Leroux Miller 8 Google Tools Jessica Meher 6 Ways to Measure Your Social Media Results Social Media Examiner
- 46. More Resources: • MGI Tipster, www.marketinggeneral.com – free newsletter • Marketing Profs, www.marketingprofs.com – free newsletter • MarketingSherpa www.marketingsherpa.com – free newsletter • membershipmarketing.blogspot.com • Email Institute www.emailinstitute.com – free newsletter • Smartbrief on Social Media www.smartbrief.com – free newsletter
- 47. 2011 MGI MembershipReport 2012 Report will Be available shortly.
- 48. Thank you forattending my session. Contact Information: Linda S. Chreno, CAE, IOM Association Connector MARKETING GENERAL INCORPORATED 1539 Hays Street San Leandro, CA 94577 510.352.8197 lchreno@marketinggeneral.com Follow me on Twitter @lindachreno
Editor's Notes
- #7 While prospect Awareness before an acquisition begins is not mandatory, recognition—assuming it is positive—can make the work of the acquisition effort much easier and more successful.Advertising in targeted publications and other media, but it is hard to trackDirect mail, known as the workhorse of direct marketing, and for good reasonEmail, a low cost narrow or broadcaster, often combined with other messagingWeb advertising, now reaching its prime as e-commerce continues to expand
- #8 Creative design is intended to drive interest and promote receptivity to the messaging. It is the most fickle ingredient in membership acquisition and relies particularly on testing to get it right.The membership offer seeks to strike the optimum balance between what prospects will give up and what they will receive in exchange in order to be a member. It’s often the final and most critical hurdle in prospects’ decision process.
- #10 Due to changing economic factors, many of the Baby Boomers are remaining in the workforce longer, and even some of the Traditionalists are as well. This is due, in part, to the need for health care benefits, income to supplement or replace anticipated retirement income, or to help with the care of aging parents or continuing support of children. Communication channels should not be limited based upon perceptions of the sender. Many Traditionalists and Baby Boomers have embraced technology as a means to stay in touch with their work and family worlds, while some Gen X’ers and Millenials feel that they want to protect their privacy and work-life balance and don’t engage via technology. The best way to determine how to communicate is to ask because you might be surprised.
- #11 Deliver true value and deliver it with passionLearn from your membership what is important and deliver it.ResearchBe specificBe as ‘personal’ as you can be when delivering the benefitPersonalizeNicheVolunteer Recognition ProgramsVirtual Conference OptionsCustomizable NewslettersReferral ProgramsMember Orientation VideoRSS FeedsWebinarsPaired Mentorship ProgramsBlogs and Resource Wikis Social Platforms
- #18 Send the renewal notices to every contact on the membership, and one addressed to “Accounting Department”Incentivize people to renew earlier in the process: Let them know they get the best deal up frontThe quicker you renew someone, the less total you spend on the later effortsMake the process easy! Too much work or confusion = nonrenewalStay away from any process that feels like a tax returnIncrease the tone of urgency as the member gets closer to expireSend an email and/or make phone calls on the day the member expiresForms that look like an invoice, personalized with engagement dataPersonal phone calls from staff , leadership or calling firmsSimple emails that remind members what they will miss if they do not renew. Keep email copy short.Mail that looks official…sometimes even boringHigh frequency, regular contact with expiree
- #20 Statistically value sampling
- #25 If your association is targeting more of the executives and head decision makers, LinkedIn is an excellent choice for lead generation campaigns.
- #27 MGI employs various online monitoring tools to study what is driving traffic to your website and also that of your competitors.MGI also employs several social monitoring tools that can research what is being said about your association and also what your target audience is talking about relative to your industry.Combined with your own internal research regarding trending topics, all of this information is compiled to develop lead generation offers and drive traffic to your website.
- #28 MGI employs various online monitoring tools to study what is driving traffic to your website and also that of your competitors.MGI also employs several social monitoring tools that can research what is being said about your association and also what your target audience is talking about relative to your industry.Combined with your own internal research regarding trending topics, all of this information is compiled to develop lead generation offers and drive traffic to your website.
- #39 Mail, email, phone calls