The document discusses how associations can leverage their components (e.g. chapters) to grow membership. It recommends that associations clearly define components, understand their goals and data, and collaborate with them on recruitment and retention campaigns. An example case study showed that when one association collaborated with its chapters on campaigns, chapter membership grew 18% year-over-year and terminations without chapters increased only 3%, showing that chapters are a strong membership growth channel. The key is to start small, measure success, and refine strategies over time.

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MEMBERSHIP +
COMPONENTS + DATA =
SUCCESSFUL GROWTH
STRATEGY RESULTS
Trevor S. Mitchell, CAE
March 4, 2014

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CAE CREDIT
This session is approved to receive CAE credits.

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INTRODUCTION
Trevor Mitchell, CAE
Executive Director of Member
Programs & Services
ARMA International
Follow me on Twitter: @trevm22
#AUDC14

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LEARNING OBJECTIVES
After participating in this session, you will be able to:
 Understand how to leverage component for
membership efforts
 Importance of understanding targets and
communication channels
 See information in action

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WHITE PAPER HISTORY

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IMPORTANCE OF WHITE PAPER
• Relevance of Components in Organization Strategy
• Demonstrated how functional areas can work
together
• Marriage of marketing concepts and leveraging
components

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INTEGRATING COMPONENTS
INTO YOUR STRATEGY
What is the “basic criteria” for a component?
 Area of study
 Geographic
 Potential revenue
 Number of people/size
What is the goal of a component & how does it support the
association’s strategic plan?
How are you collecting data about your components?

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10 QUESTIONS TO ASK
1) Is the component clearly defined within the organization?
2) Does the component reach a primary or secondary marketing of
the association?
3) If the component is a primary market, how will it be funded and/or
supported?
4) If the component is a secondary market, how will it be funded
and/or supported?
5) Does the component extend and complement the mission and
value proposition of the association?

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10 QUESTIONS TO ASK –
(CONTINUED)
1) Can the benefits of the association be achieved more
effectively or inexpensively through a different component?
2) Can the component and the association work together in
harmony to achieve success?
3) Can multiple components be serviced simultaneously to
maximize results?
4) What are the component’s primary channels of communication
to members and prospects?
5) What metrics are to be used in “define success”?

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IMPLEMENTATION
Approach collaboration as an alliance
Gain consensus
Respect their motivation
Keep it simple
Use defined metrics and provide frequent
feedback

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HOW COMPONENTS FURTHER
STRATEGY
Retention
Recruitment
Engagement
Value

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CASE STUDY

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OVERVIEW
Wanted to collaborate with our components for
membership growth
Focused on the following:
 Leverage strengths of HQ and components
 Collaborative efforts
 Make this easy

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CAMPAIGNS
Recruitment
Spring Campaign
 Prospects
 Tracking in
netForum
 Defined roles
Resources to leverage
year round
Retention
Encourage
 Follow up messages
 Leverage peer-to-
peer connections
Streamline data for chapter
use

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YEAR TO YEAR COMPARISON
FY 11-12
79% of Current Members
with Chapter Membership
31% of those terminated
without a chapter
membership
64% join with a chapter
FY 12-13
77% of Current Members
with Chapter Membership
34% of those terminated
without a chapter
membership
82% join with chapter

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WHAT DID WE LEARN?
18% increase in joins with chapter membership year to
year
3% increase in terminations without chapter membership
Chapters are our strongest membership growth channel

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HOW TO START?
Start with the end in mind
 What are you trying to achieve?
 What do you want to know?
Start small and expand from there
Continue to review, modify, and retry

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SUMMARY
Leverage Data to Identify best growth channels
Keep it simple and focused
Define success, measure, and adjust

19. QUESTIONS?

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ADDITIONAL LEARNING
OPPORTUNITIES
For information about additional resources visit:
 White Paper - 10 Tips to Develop and Effectively
Use Components in Membership Marketing
 Component Relations Handbook – 2nd Edition
 2013 Membership Benchmarking Report

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CONTACT INFORMATION
Presenter Contact Information:
 Trevor S. Mitchell, CAE
 trevor.Mitchell@armaintl.org
 @trevm22
Thank you for your participation!