Uploaded byeschonher
PPT, PDF282 views

2014 GreatIdeas Presentation ES 3_9_14

The document summarizes a presentation by Jacqualine Price Osafo and Erik Schonher on membership marketing strategies. It discusses acquiring new members through awareness, recruitment, and engagement tactics. It also covers renewing and retaining existing members through effective communication, onboarding processes, and multiple renewal contact attempts. Data from the Membership Marketing Benchmarking Report is presented comparing membership trends and effective practices across different association types.

Embed presentation

Download to read offline
The Membership Marketing Benchmarking Report and Practical Membership Marketing Presenters Jacqualine Price Osafo, CAE Erik Schonher, MBA, CeM 2014 ASAE GreatIdeas! Presentation
Who are the two standing up front? Jacqualine Price Osafo, CAE • 20+ Years Experience • American Society for Gastrointestinal Endoscopy – Director of Members Services & Customer Care – Leadership and Strategic Planning – Staff liaison for Membership and Diversity Committees – Participant of MGI Membership Marketing Benchmarking Report Erik Schonher, MBA, CeM • 30+ Years Experience – Corporate & Association • Marketing General – Vice President – Account Mgmt • Strategic/Tactical Planning – Research Department • Qualitative & Quantitative • 35 Studies/yr • Membership Marketing Benchmarking Report – List Management/Brokerage
Jackie asks… How did we get here today?
Today we want to… Walk away with new membership recruitment and retention ideas that could easily be implemented in their recruitment and retention plan today using MGI’s Membership Marketing Benchmarking Report.
Expect to participate… The GreatIdeas 2014…
My approach… 1. I participate in the research 2. Compare my association with industry results and investigate detail. 3. Review plan & results to develop tactical. 4. Implement & analyze results 5. Budget adjustment
2013 Membership Marketing Benchmarking Report • Nearly 700 Participating Associations • Up Front Disclaimer  What not Why  Correlation not Causation  Every Association is Unique • Fifth Year
CHANGE IN NEW MEMBER ACQUISITION OVER PAST YEAR — COMPRESSED 2013 (n = 690) 2012 (n = 687) 2011 (n = 638) 2010 (n = 405) 2009 (n = 325) Percentage Increased Overall 63% 60% 57% 42% 49% Percentage Unchanged Overall 17% 17% 21% 20% 22% Percentage Declined Overall 16% 15% 16% 26% 21% Percentage Unsure 4% 10% 8% 12% 10% CHANGE IN RENEWAL RATE OVER PAST YEAR — COMPRESSED 2013 (n = 691) 2012 (n = 683) 2011 (n = 638) 2010 (n = 403) 2009 (n = 326) Percentage Increased Overall 35% 36% 32% 21% 22% Percentage Unchanged Overall 30% 33% 37% 27% 39% Percentage Declined Overall 31% 22% 24% 44% 31% Percentage Unsure 4% 10% 7% 8% 9%
The Membership Lifecycle – Member Acquisition • Awareness • Recruitment – Member Renewal • Engagement • Renewal • Reinstatement
Acquisition Awareness • The process of establishing your brand in the minds of prospective members and building your knowledge base of who they are and how to contact them Recruitment • The process of proactively inviting potential members to become a part of your organization • Strategy: 1. Value and Message – Why 2. Targeting Your Market -- Who 3. Promotional Tactics to Reach Your Market – How 4. Offer and Packaging – What 5. Testing , Tracking, and Analyzing – Where
Develop Acquisition Strategies • Determine goal for next 1-5 years • Evaluate current and past trends • Identify/eliminate barriers • Determine ROI How are you going to get there?
Awareness • Who/What do you want to be known as/for? • What are you great at doing? • When • Where can prospects find you? • Why should prospects engage with you?
HOW MEMBERS INITIALLY DISCOVER YOUR ASSOCIATION 2013 (n = 690) Word-of-mouth recommendation 86% Association website 80% Email 66% Promotion to/at your own conferences/conventions 55% Association-sponsored social networking websites (e.g., Facebook, LinkedIn) 54% Local events/meetings 52% Association-sponsored events 48% Cross-sell to non-members who buy your products or attend your conferences 47% Direct mail 44% Search engines (organic) 42% Where can prospects find (out about) you?
METHODS FOR CREATING AND MAINTAINING ASSOCIATION AWARENESS 2013 (n =691) 2012 (n = 683) 2011 (n = 638) 2010 (n = 405) 2009 (n = 599) Association website 86% 92% 87% 88% 85% Email 81% 94% 71% 67% 61% Word-of-mouth recommendations 79% 83% 90% 91% 77% Association-sponsored social networking sites (e.g., Facebook, LinkedIn) 74% 71% 51% 56% 35% Promotion to/at your own conferences/ conventions 69% 79% 65% 66% 65% Association-sponsored events 59% 68% 57% 56% 37% Advertising in your own publications 56% 72% 48% 56% 51% Direct mail 56% 69% 62% 66% 76% Local events/meetings 53% 60% 53% N/A N/A Exhibiting at other conferences 49% 61% 50% 51% 53%
It’s a Process 15 • Be flexible – If you can’t make them a member, make them a customer – Don’t be afraid to give things away – At least date for awhile • Best “Offers” – Dues Discount – Conference Discount – Free Trials – Premiums – “Use what works”
Recruitment Tactics Are you thinking like a prospect? • Solicit non-member purchasers • Leadership recruitment campaign • Targeted messaging • Webinars for prospects • Offer a “sample membership” • Promote preferred benefits
REASONS MEMBERS JOIN 2013 (n = 693) 2012 (n = 684) 2011 (n = 641) 2010 (n = 400) 2009 (n = 303) Networking with others in the field 24% 22% 25% 24% 22% Access to specialized and/or current information 13% 12% 14% 13% 23% Advocacy 8% 12% 10% 11% N/A Learning best practices in their profession 8% 7% 7% 9% 8% Continuing education 7% 8% 7% 11% 5% Conferences/trade shows 6% 4% 5% N/A N/A Accreditation or certification 4% 5% 4% 4% 2%
TOP THREE MOST EFFECTIVE AND LEAST EFFECTIVE MARKETING CHANNELS BY ASSOCIATION TYPE Individual Membership Associations 2013 2012 Most Effective Word-of-mouth recommendations 60% 51% Email 35% 39% Association website 34% ** Least Effective Exhibiting at other conferences 27% 31% Direct mail 23% 20% Advertising in outside publications 22% 23% Organizational/Trade Associations 2013 2012 Most Effective Word-of-mouth recommendations 60% 56% Personal sales calls 32% 37% Association website 30% ** Least Effective Direct mail 26% 34% Advertising in outside publications 23% 28% Exhibiting at other conferences 20% 22%
Renewal Engagement • The process of moving members from observers into users. • Strategy 1. Conversion of New Members 2. Usage and Interaction 3. Value through Relevance 4. Score Engagement Renewal & Reinstate • The process of confirming the value and requesting the continuance of the relationship. • Strategy 1. Renewal Frequency and Timing 2. Data Driven Personalization 3. Payment Options 4. Never Give Up on Lapsed Members 5. Messaging Should Recognize their Status 6. Conduct Lapsed Member Research
REASONS FOR NOT RENEWING MEMBERSHIP 2013 (n = 691) 2012 (n = 687) 2011 (n = 639) 2010 (n = 400) 2009 (n = 333) Budget cuts/economic hardship of company 18% 17% N/A N/A N/A Lack of engagement with the organization 15% 14% N/A N/A N/A Could not justify membership costs with any significant ROI 11% 11% N/A N/A N/A Employer won’t pay or stopped paying dues 10% 12% 15% 25% 22% Lack of value 10% 11% 24% 36% 20% Left the field, industry, or profession 7% 8% 12% N/A N/A Too expensive 5% 5% 14% 11% 22% Blue: Top reasons for not renewing membership per year Top three reasons for not renewing membership. Red: Continued decline as a reason for non-renewal Blue: Top reasons for not renewing membership per year When does renewal begin?
Renewal Plan • Evaluate previous efforts • Retention rates? • Does “one size fit all?” – Or do niche markets require different timing or number of efforts? – Is the process nimble?
Why do people join us? • Networking with others • Access to specific information • Advocacy • Education • Conferences/meetings
AREAS OF ENGAGEMENT n Increased Stayed the same Decreased Attendance at your annual conference/trade show 599 48% 34% 18% Volunteerism with your organization 587 34% 57% 9% Participation in your public social network 567 76% 23% 2% Number of visits to members-only section of website 528 58% 39% 3% Attendance at your professional development meetings 511 48% 40% 12% Attendance of webinars 420 61% 31% 7% Participation in your private social network 406 66% 28% 6% Non-dues product purchases (other than previously checked) 401 36% 51% 13% Non-dues service purchases (other than previously checked) 342 34% 58% 8% Donations to your association’s foundation or PAC 334 38% 48% 14% Book or directory purchases 282 25% 55% 20% Number of members who acquire or maintain a certification with your organization 276 54% 37% 9% Number of membership upgrades 276 41% 49% 9% Participation in your Young Professional program 221 65% 29% 6% Number of members who purchase or maintain insurance through your organization 197 26% 62% 11% Participation in your mentoring program 188 43% 48% 9%
COMMUNICATION METHODS USED TO ONBOARD NEW MEMBERS   2013 (n = 693) 2012 (n = 685) 2011 (n = 643) 2010 (n = 402) 2009 (n = 337) Email welcome 79% 72% 71% 72% 62% Mailed welcome kit 60% 64% 67% 68% 83% Membership card or certificate 51% 51% 51% 59% 58% Volunteer or staff welcome phone call 31% 29% 30% 32% 26% New member introductory email series 28% 25% 25% 27% 14%
Engaging New Members • E-Welcome letter • Membership certificate • Personal note from leadership • Invitation to network with leaders • Checking in months 3, 6, 9 and 12
OVERALL MEMBERSHIP RENEWAL RATE 2013* (n = 607) 2012 (n = 685) 2011 (n = 643) 2010 (n = 403) 2009 (n =337) Under 50% 3% 3% 3% 3% 2% 50% to 59% 2% 4% 6% 4% 4% 60% to 69% 8% 7% 10% 11% 7% 70% to 79% 19% 22% 23% 21% 16% 80% to 89% 38% 38% 34% 40% 37% 90% or higher 30% 22% 23% 18% 29% Not sure** n/a 3% 2% 3% 4% MEMBERSHIP RENEWAL RATES Less than 80% renewal 80% renewal or higher Individual member Trade/ Organizational Both Mean 66% 88% 79% 87% 76% Median 70% 88% 81% 88% 80%
RENEWAL RATES BY NUMBER OF RENEWAL CONTACTS INDIVIDUAL MEMBERSHIP ASSOCIATIONS (n=289) 1 to 6 contacts 7 or more contacts Less than 80% Renewal 43% 33% 80% or Higher Renewal 57% 67% NUMBER OF MEMBERSHIP RENEWAL CONTACTS 2013 (n = 691) 2012 (n = 686) 2011 (n = 642) 2010 (n = 404) 2009 (n = 337) None 1% 1% 2% 2% 1% 1 to 3 21% 20% 23% 22% 21% 4 to 6 38% 40% 44% 44% 46% 7 to 9 18% 23% 18% 20% 19% 10 to 12 9% 7% 7% 6% 7% 13 to 15 5% 3% 1% 2% 2% 16 to 18 2% 2% 1% 1% 1% More than 18 2% 2% 2% 2% 1% Not sure 3% 3% 1% 2% 3%
Renewal tactics • Inform members 2 months prior to renewal • Update postal/e-mail addresses • Renewal series uses multiple channels – Postal – e-mail – Telemarketing • Social media
Reinstatement Is it difficult to re-join? • Identify and eliminate barriers • Simplify the process • Treat them as if they have just “forgotten to renew… Do something
CONSIDERATIONS Additional
What are your association's TOP THREE membership goals?
TOP CHALLENGES TO GROWING MEMBERSHIP BY FIVE YEAR MEMBERSHIP GROWTH Challenge Five Year Membership Increased (n = 367) Five Year Membership Unchanged (n = 50) Five Year Membership Decreased (n = 254) Insufficient staff   Membership too diverse   Perception of the association   Insufficient budget  Difficulty attracting/maintaining young members   Changing demographics of industry 
What is your organization's annual operating budget?
MEAN AMOUNT SPENT ON MEMBERSHIP MARKETING PROGRAMS BY ORGANIZATION TYPE Individual Member Org./Trade Both Awareness and branding $88,307 $56,926 $88,306 Recruitment $80,816 $42,482 $53,570 Engagement/onboarding $41,182 $25,871 $27,829 Renewals $58,799 $24,392 $28,911 Reinstatement or win-back $26,986 $8,964 $9,121
Questions?
Thank you. Jacqualine Price Osafo Director of Membership Services 630.570.5603 jpriceosafo@asge.org Erik D. Schonher Vice President 703.706.0358 Erik@MarketingGeneral.com
Do’s and Don'ts Of Recruitment (c) Copyright 2013 Marketing General Inc. 38 • Do have a written plan – Including strategy and tactics – Make it practical and doable • Do have set goals – Know what you want/need to achieve in $$$ & number of members/customers • Do have your resources in place – Both in-house and outside vendor partners
Do’s and Don'ts Of Recruitment (c) Copyright 2013 Marketing General Inc. 39 • Do have a Testing Strategy – Everything is “testable” – But not every test is “meaningful” • Do be Media Neutral – Use what works – Be open to “channel surfing” • Do have a Plan B – Nothing works every time
Do’s and Don'ts Of Recruitment (c) Copyright 2013 Marketing General Inc. 40 • Do have a Brand Promise • Do have a Identifiable Value Proposition • Do Target Best Prospects first – Former Members – Current Customers – Current Inquirers – Buyers of “Like Things”
Proven Results
Effective Targeting of Prospects (c) Copyright 2013 Marketing General Inc. 42 • Is a process • Uses a range of media and offers • Is a full-time, year round program • No may just mean not now • Is the lifeblood of any growing membership program
Telemarketing Personal Sales Database Marketing Direct Mail Marketing E-Mail Marketing Social Media Search Engine Optimization (SEO) Google Re- Marketing Multi-Channel Marketing Channels
CHANGE IN MEMBERSHIP OVER PAST ONE YEAR   2013 (n = 691) 2012 (n = 689) 2011 (n = 642) 2010 (n = 405) 2009 (n = 331) Increased more than 50% 1% 1% 1% 1% -- Increased 26% to 50% 1% 3% 2% 2% 1% Increased 11% to 25% 7% 8% 9% 5% 7% Increased 6% to 10% 15% 13% 11% 7% 10% Increased 1% to 5% 28% 27% 26% 21% 27% Remained the same 16% 16% 16% 14% 16% Declined 1% to 5% 19% 19% 19% 26% 19% Declined 6% to 10% 8% 7% 11% 13% 9% Declined 11% to 25% 3% 2% 4% 8% 6% Declined 26% to 50% 1% 1% -- 1% 1% Declined more than 50% -- 1% -- -- -- Not sure 1% 3% 2% 3% 5%
Online Behavior Product Searches Information  Searches Website visits Social Media  Searches Educational  Searches Product  purchases Special Offers FREE Whitepaper FREE Trial  Membership E-Newsletter Sign Up for Alerts Webinar Online Media Paid Search Co-Registration Ad Networks Online PR  Releases Article  Submissions Blogs / Forum  Posts Social Media Ads Sponsored Links Cultivated Leads Through Ongoing Interaction Awareness Strategy Strategic Process Landing Pages Form Submit
Design a  collection of   published  articles into  cohesive free  content. PPC & Content Network Ads Thank you  page with  more options. Awareness Strategy
The Fulfillment Email contains a  link to download the free  content and contains a  membership offer. If the prospect has not joined from  any of the previous components, a  series of emails are sent. Each email  focuses on a different benefit of  membership. Awareness Strategy
1 2Targeted Ad Placement. Data Capture on Microsite. 3 Cultivation e-mail campaign  with enrollment offers. Awareness Lead Generation
•Title/Qualifications •Job Function •Skills •Groups Awareness Lead Generation
How do you reach the estimated  3.1 million registered nurses in  the US?   Awareness Lead Capture
Recruitment Tracking and Analysis
Recruitment Strategy
CFP Referral  Campaign  Launched in  October Recruitment Channels
Introductory  Membership for Dental  Students Recruitment Channels
Package Type Response Rate Green Card 1.12% Invitation .83% 35% Boost Identifying a control Recruitment Testing
List Segment $75 Voucher Subscription Response Boost Young Physicians 3.46% 2.57% 35% Boost 35% Boost 111% Boost Improving the Control Recruitment Testing
Package Type Response Rate Green Package 1.35% Membership Card 1.85% 37% Boost Beating the control Recruitment Testing
MEAN NEW MEMBER RENEWAL RATE Less than 80% renewal 80% renewal or higher Individual Member Trade Both Mean 51% 76% 64% 78% 61% Median 50% 77% 70% 80% 65% Engagement Converting New Members
Very Little Difference Between Non-Engaged Members and Lapsed Members Members “who are not involved lie perilously close to  former members in the overarching assessment of the  value they derive from associations.  If former  members are thought to be dead, the uninvolved are  close to comatose”  (The Decision to Join, p 4). Engagement Usage and Interaction
Data Analytics for one association on  engagement. • Members who attended an association  meeting in the past year were 19%  more likely to renew than those who  did not attend a meeting.  • Members who attended four or more  meetings were 30% more likely to  renew than members who never  attended a meeting.  • Members who placed a product order  in the past year were 28% more likely  to renew than those who had not  placed an order.  • Members who upgraded their  membership in the past year to a  higher level of service were 12% more  likely to renew. Engagement Strategy
Engagement Communication Targeted Monthly e-Newsletters • Deliver timely updates • Reinforce membership value and vision • Customize content by segment • Promote increased interaction  • Certification • Publications • Events • Webinars • Track and respond
Engagement Communication Tracking and Responding I’m interested in certification information! Triggered Certification Email
Engagement Sample
Renewal Frequency RENEWAL RATES BY NUMBER OF RENEWAL CONTACTS INDIVIDUAL MEMBERSHIP ASSOCIATIONS (n=289) 1 to 6 contacts 7 or more contacts Less than 80% Renewal 43% 33% 80% or Higher Renewal 57% 67%
Renewal Personalization Multi-step, integrated channel, (mail, email, and telephone) issue driven, digitally printed, renewal program.
Results from One Test The on-time renewal rate for members NOT on the installment plan was 55.7%. However, the on time renewal rate for members participating in the installment plan was 82.0%. Renewal Payment Options
(c) Copyright 2013 Marketing General Inc. 67 Activity Audience Timing Responsible 90 day invoice mailed All members not renewed month nine/ten Member Care / Directmail.com 65 day invoice email reminder All members not renewed month ten Member Care Hallmark card Sample of members month ten New coordinator Knowledge Center promo (mail and email) All members with email and not used KC in last 12 mths & postcard for those w/o email month eleven Member Care Retention email (16 versions) All members with email Month eleven Member Care 45 day invoice mailed All members not renewed Month eleven Member Care / Directmail.com Knowledge Center All members with email and not used KC in last 12 mths Month twelve Member Care ‘Last Chance’ cover tip on Magazine All members not renewed Month twelve New coordinator Online membership end date reminder on our website All members that are going to lapse Month twelve until end of grace period IO Retention email (16 versions) All members with email Month twelve Member Care If not renewed, membership lapses Has 45 day web access – grace period End of month twelve Action Action Action Action Action Action Planned Pre-Expiration Retention/Renewal Activities
Current Regular Retention & Renewal Initiatives
(c) Copyright 2013 Marketing General Inc. 69 Activity Audience Timing Responsible Expiration email #1 All non-renewed members (4 versions: prof US, int’l, stu conversion, transitioning members) +5 days after expiration (just after cash closes) Member Care At-home invoice All non-renewed members with home address +15 days after expiration Member Care Expiration email #2 All non-renewed members +21 days after expiration Member Care Lapsed telemarketing call / survey (4 versions; US Cert; US Non-Cert; Non-US; Stu Conv) All non-renewed members with telemktg = Y and has phone # (Leave V.M. after final attempt) +45 – 80 days after expiration Member Care Online lapsed survey All non-renewed members with no phone, telemkt = N + 45 days after expiration Member Care Lapsed telemarketing follow-up Any unpaid invoice requests from first call +90 days after expiration Member Care Reinstatement mailing #1 All non-renewed members indicating ‘will join later’ +7 months after expiration Member Care Reinstatement mailing #2 All non-renewed members indicating ‘will join later’ +10 months after expiration New coordinator Lapsed member mailing (counts as new after 12 mths) All non-renewed members indicating ‘will join later’ +12 months after expiration Member Care Membership marketing team continues to market to non-renewed members for 12 months after memberships lapse. Planned Post-Expiration Renewal Activities Action Action Action Action Action Action Action Action 45 days - grace period ends 69 (c) Copyright 2012 Marketing General Inc.
• Reinstatement programs test the effectiveness of your renewal program • Many organizations are sitting on thousands of prospects just waiting to return • Employ research and analytics to determine what went wrong for your lapsing members – Under served market segments – Product and service gap analysis – Value proposition update Reinstatement Strategy
Reinstatement Strategy “We Miss You” Greeting Card with personalized message inside to lapsed members.
(c) Copyright 2013 Marketing General Inc. 72 • More splintering & blurring • Death of mass marketing & rise of mass customization • Convenience and ease is all important • Social Media is surging • Members/customers are more self- directed, and are doing more of the work
(c) Copyright 2013 Marketing General Inc. 73 • Members/Customers are IN-CHARGE • They are more critical, seek guarantees • But still need to be led, reminded, told their decisions are right • Too many choices • No need to join
(c) Copyright 2013 Marketing General Inc. 74 • 35% of assoc. report YOY renewal growth • Associations are challenged by growing member diversity • Engagement is becoming more important • Social Media is surging
REASONS MEMBERS JOIN 2013 (n = 693) 2012 (n = 684) 2011 (n = 641) 2010 (n = 400) 2009 (n = 303) Networking with others in the field 24% 22% 25% 24% 22% Access to specialized and/or current information 13% 12% 14% 13% 23% Advocacy 8% 12% 10% 11% N/A Learning best practices in their profession 8% 7% 7% 9% 8% Continuing education 7% 8% 7% 11% 5% Conferences/trade shows 6% 4% 5% N/A N/A Accreditation or certification 4% 5% 4% 4% 2% Discounts on products or meeting purchases 4% 5% 5% 6% 9% Association publications 4% 4% 3% 6% 3% Prestige of belonging to the association 4% 4% 5% N/A N/A Access to industry thought leaders 2% 2% 1% N/A N/A Advancing in their position 2% 2% 2% 2% 4% Members-only education 2% 2% N/A N/A N/A Access to career resources 1% 1% 1% 3% 1% Access to industry benchmark studies 1% 1% 1% 1% N/A Insurance (Affinity programs) 1% 1% 1% N/A N/A Not sure 1% 1% 1% 2% N/A Other 7% 6% 8% 9% 10%
TOP 10 - HOW MEMBERS INITIALLY DISCOVER YOUR ASSOCIATION 2013 (n = 690) Word-of-mouth recommendation 86% Association website 80% Email 66% Promotion to/at your own conferences/conventions 55% Association-sponsored social networking websites (e.g., Facebook, LinkedIn) 54% Local events/meetings 52% Association-sponsored events 48% Cross-sell to non-members who buy your products or attend your conferences 47% Direct mail 44% Search engines (organic) 42% Exhibiting at other conferences 41% Advertising in your own publications 36% Chapters 36% Public relations 30% Advertising in outside publications 25% Personal sales calls 23% Job board 21% Accreditation promotion 15% Search engines (paid or pay-per-click) 12% Telemarketing 9% Paid banners on other websites 9% QR codes 8% Mobile apps 7% Radio or TV 4% Texting 1% Do not know 1% Other 9%
METHODS FOR CREATING AND MAINTAINING ASSOCIATION AWARENESS 2013 (n =691) 2012 (n = 683) 2011 (n = 638) 2010 (n = 405) 2009 (n = 599) Association website 86% 92% 87% 88% 85% Email 81% 94% 71% 67% 61% Word-of-mouth recommendations 79% 83% 90% 91% 77% Association-sponsored social networking sites (e.g., Facebook, LinkedIn) 74% 71% 51% 56% 35% Promotion to/at your own conferences/ conventions 69% 79% 65% 66% 65% Association-sponsored events 59% 68% 57% 56% 37% Advertising in your own publications 56% 72% 48% 56% 51% Direct mail 56% 69% 62% 66% 76% Local events/meetings 53% 60% 53% N/A N/A Exhibiting at other conferences 49% 61% 50% 51% 53% Cross-sell to non-members who buy your products or attend your conferences 48% 61% 56% 59% 52% Public relations 48% 61% 40% 39% 29% Search engines (organic) 40% 48% 45% 47% 34% Chapters 40% 42% 38% 46% 39% Advertising in outside publications 32% 47% 31% 31% 28% Job board 30% 39% 24% 23% 23% Personal sales calls 24% 32% 25% 22% 24% Accreditation promotion 20% 24% 18% 20% 14% Mobile apps 15% 20% N/A N/A N/A Search engines (paid or pay-per-click) 14% 20% 14% 20% 8% QR codes 13% 30% N/A N/A N/A Telemarketing 12% 22% 16% 18% 18% Paid banners on other websites 12% 21% 12% 13% 12% Radio or TV 8% 15% 7% 5% 7% Texting 2% 6% N/A N/A N/A Other 3% 3% 4% 3% 3% Do not know 1% 1% 0% 0% 1%
Most effective channels for RECRUITMENT are: – Word of mouth – Email • Personal Sales calls for Trade Associations – Association Web Site – Direct Mail
Definition: The process of moving members from observers into users of the products and services made available by your organization and strengthening their emotional, psychological or physical investment. Strategy: 1. Conversion of New Members 2. Usage and Interaction 3. Value through Relevance 4. Score Engagement Engagement Strategy
Definition: The process of confirming the value that has been delivered to the member over the past year and requesting the continuance of the relationship. Strategy: 1. Renewal Frequency and Timing 2. Data Driven Personalization 3. Payment Options Renewal Strategy
COMMUNICATION METHODS USED TO ONBOARD NEW MEMBERS 2013 (n = 693) 2012 (n = 685) 2011 (n = 643) 2010 (n = 402) 2009 (n = 337) Email welcome 79% 72% 71% 72% 62% Mailed welcome kit 60% 64% 67% 68% 83% Membership card or certificate 51% 51% 51% 59% 58% Volunteer or staff welcome phone call 31% 29% 30% 32% 26% New member introductory email series 28% 25% 25% 27% 14% Special discounts on purchases 23% 24% 23% 23% 17% Invite to chapter meeting 23% 22% 18% 25% 23% In-person new-member reception or orientation 21% 25% 23% 20% 19% New member newsletter (print or electronic) 16% 16% 15% 20% 11% New member survey 15% 16% 17% 18% 20% New member gift (e.g., gift card, calendar, notepad) 12% 12% 11% -- -- New member webinars 10% 9% N/A N/A N/A Custom new member renewal series 9% 10% 10% 11% 7% Telemarketing welcome phone call 9% 10% 12% 10% 4% Early or “at-birth” renewal 4% 4% 5% 4% 2% No special communication 3% 3% 2% 2% 2% Other 5% 3% 5% 5% 8%
Definition: The process of defining the where the breakdown occurred in the membership relationship and restoring former participants to a paid status. A “winback” or reinstatement strategy helps to reconnect former members. Strategy: 1. Never Give Up on Lapsed Members 2. Messaging Should Recognize their Status 3. Conduct Lapsed Member Research Reinstatement Strategy
SOCIAL MEDIA OUTLETS OFFICIALLY USED BY ASSOCIATIONS 2013 (n =690) 2012 (n = 685) 2011 (n = 641) 2010 (n = 405) Facebook 85% 86% 91% 75% Twitter 76% 79% 71% 66% LinkedIn (Public Access) 54% 56% 53% 59% YouTube 52% 53% 45% 35% Association Blog 35% 30% 27% 30% LinkedIn (Members Only) 34% 30% 28% N/A Association Listserv 24% 22% 24% 31% Flickr 17% 15% 15% N/A Private Association Social Network 16% 19% 18% 17% Google+ 11% 11% N/A N/A Pinterest 10% N/A N/A N/A Wikis 5% 8% 9% 13% Ning/Groupsite 2% 4% 4% 6% MySpace 1% 1% 1% 4% None 4% 3% 6% 8% Other 5% 4% 4% 6%
MARKETING CHANNELS USED FOR MEMBERSHIP RENEWALS 2013 (n = 690) 2012 (N = 685) 2011 (N = 644) 2010 (N = 405) 2009 (N = 333) Email marketing 90% 88% 88% 88% 83% Direct mail 79% 81% 82% 85% 91% Staff phone calls 53% 53% 52% 49% 56% Peer member contacts 26% 23% 20% 24% 31% Telemarketing 20% 21% 24% 23% 27% Board phone calls 17% 17% 18% 15% 28% Magazine cover wraps 15% 17% 15% N/A N/A Chapter phone calls 15% 13% 14% 14% 15% Social media contacts 12% 15% 13% N/A N/A Employer contacts 8% 6% 8% 7% 4% Fax 7% 9% 10% 11% 17% QR codes 3% N/A N/A N/A N/A PURL 2% 3% N/A N/A N/A Texting 1% 2% N/A N/A N/A Renewal app for mobile devices 1% 1% N/A N/A N/A Other 6% 3% 3% 3% 4%

More Related Content

PDF
Emerging Hybrid Membership Models
byGreg Melia, CAE
 
PPTX
2014 Membership Marketing Benchmarking Presentation by Tony Rossell
byTony Rossell
 
PDF
The Business of Membership Marketing - Benchmarking Report (MGI) - Erik Schonher
byAssociation Executives of North Carolina
 
PPTX
Emerging Hybrid Membership Models for Associations
byTony Rossell
 
PPTX
Emerging Hybrid Membership Models
byTony Rossell
 
PPTX
Adopting Education Strategy to Jump-Start Member Engagement
byEvent Garde LLC
 
PPTX
2012 Membership Marketing Benchmarking Report
byTony Rossell
 
PPT
December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engage...
byTuvel Communications
 
Emerging Hybrid Membership Models
byGreg Melia, CAE
 
2014 Membership Marketing Benchmarking Presentation by Tony Rossell
byTony Rossell
 
The Business of Membership Marketing - Benchmarking Report (MGI) - Erik Schonher
byAssociation Executives of North Carolina
 
Emerging Hybrid Membership Models for Associations
byTony Rossell
 
Emerging Hybrid Membership Models
byTony Rossell
 
Adopting Education Strategy to Jump-Start Member Engagement
byEvent Garde LLC
 
2012 Membership Marketing Benchmarking Report
byTony Rossell
 
December 2012: Member Prospecting – Fishing in the Right Ponds (Member Engage...
byTuvel Communications
 

What's hot

PPTX
Why and How Mentoring Works
byAnn Rolfe
 
PDF
MAXIMIZE LEARNING IMPACT WITH THE RIGHT LMS
byHuman Capital Media
 
PDF
The Learning and Development Landscape - Michael Rochelle ALIGN 13
byBizLibrary
 
PDF
Carisa SABPP 17 Nov 2014
bySABPP
 
PPTX
Non-Cash Rewards: Accelerate & Reinforce OBM Strategies
byMaritz Motivation Solutions
 
PPT
Why Join TSEA?
byDaveBrull
 
PPTX
1 2-3-go live-h_rcomwebinar
byMaritz Motivation Solutions
 
PPTX
CILIP Conference - Future Skill Requirements for Legal LIS Professionals - Si...
byCILIP
 
PPTX
The positive pay off from investing in staff skills and training
byChartered Institute for the Management of Sport and Physical Activity
 
Why and How Mentoring Works
byAnn Rolfe
 
MAXIMIZE LEARNING IMPACT WITH THE RIGHT LMS
byHuman Capital Media
 
The Learning and Development Landscape - Michael Rochelle ALIGN 13
byBizLibrary
 
Carisa SABPP 17 Nov 2014
bySABPP
 
Non-Cash Rewards: Accelerate & Reinforce OBM Strategies
byMaritz Motivation Solutions
 
Why Join TSEA?
byDaveBrull
 
1 2-3-go live-h_rcomwebinar
byMaritz Motivation Solutions
 
CILIP Conference - Future Skill Requirements for Legal LIS Professionals - Si...
byCILIP
 
The positive pay off from investing in staff skills and training
byChartered Institute for the Management of Sport and Physical Activity
 

Viewers also liked

PPTX
Ancient Egyptian History Encore Part 1, Class 1, 2009 10
byJoe Boisvert Adjunct Professor of History, Gulf Coast State College Encore Program, Director of Compassionate Care, Amherst First Baptist Church, NH, Stephen Minister, Instructor Noah's Ark, Panama City, Florida
 
PPT
Key Data Sources for Public Health - Local Perspective - Irina Holland
bySouth West Observatory
 
PPT
Gcse Folder Presentation (C Cox V1)[1]
byChris Taylor
 
PPT
Bdp presentation
bySouth West Observatory
 
PPTX
Where The Hell Is Matt
bylaurenlaura
 
PPTX
Close up on film 1.11
byChristine Wells
 
PPT
Proposal
byleonpard
 
PPTX
Hooduku - Cloud and Big data practice
byhooduku
 
PPTX
Centenary of Anzac
byKatie Hannan
 
PPT
Outbound Licensing Strategies: Is Open Source the Right Model for Your Company?
byJennifer O'Neill
 
PPT
Schilderluchtboulevard 415 Sims 3
byguest187821
 
PPT
Marketingpresentation
bySara Brown
 
PPT
Effective Computing In Today’s World
byTechnecessities
 
PDF
Digital Living Room- Innovation in the Age of Sameness
byRandy Giusto
 
PPT
BNI Two Valleys
byyvonnegorman
 
PPS
El Perich
bycharlyjc20
 
PPT
Step 30
bystevenpwells
 
PPT
Topic 3
bywesleybatcheller
 
PPT
Blank 9.23
bykmckim
 
PPT
Ap3
byH L
 
Ancient Egyptian History Encore Part 1, Class 1, 2009 10
byJoe Boisvert Adjunct Professor of History, Gulf Coast State College Encore Program, Director of Compassionate Care, Amherst First Baptist Church, NH, Stephen Minister, Instructor Noah's Ark, Panama City, Florida
 
Key Data Sources for Public Health - Local Perspective - Irina Holland
bySouth West Observatory
 
Gcse Folder Presentation (C Cox V1)[1]
byChris Taylor
 
Bdp presentation
bySouth West Observatory
 
Where The Hell Is Matt
bylaurenlaura
 
Close up on film 1.11
byChristine Wells
 
Proposal
byleonpard
 
Hooduku - Cloud and Big data practice
byhooduku
 
Centenary of Anzac
byKatie Hannan
 
Outbound Licensing Strategies: Is Open Source the Right Model for Your Company?
byJennifer O'Neill
 
Schilderluchtboulevard 415 Sims 3
byguest187821
 
Marketingpresentation
bySara Brown
 
Effective Computing In Today’s World
byTechnecessities
 
Digital Living Room- Innovation in the Age of Sameness
byRandy Giusto
 
BNI Two Valleys
byyvonnegorman
 
El Perich
bycharlyjc20
 
Step 30
bystevenpwells
 
Topic 3
bywesleybatcheller
 
Blank 9.23
bykmckim
 
Ap3
byH L
 

Similar to 2014 GreatIdeas Presentation ES 3_9_14

PPT
Member Engagement and Growth
byGreg Melia, CAE
 
PPTX
Membership Engagement: Ideas that Work!
byeschonher
 
PDF
Mgi 2013-membership-marketing-benchmarking-report
byAssociation Executives of North Carolina
 
PPT
Lifecycle presentation (2) 1
byeschonher
 
PPTX
2013 Membership Marketing Benchmarking Report: Putting Membership Marketing P...
byeschonher
 
PPT
Membership Benchmarking Report: How do You Compare?
byTony Rossell
 
PPT
Membership marketing seminar april 16 2010
byScott Oser Associates, Inc.
 
PPT
Am cham worldwide executive director's conference cairo
byTony Rossell
 
PPTX
5 Strategies for Successful Membership Growth
byJP Moery
 
PPTX
Planning your Membership Campaign: MASAE 2014
byJessica Keenan Smith
 
PPT
Am Cham Worldwide Executive Directors Conference
byguestf2d62c2
 
PPTX
2015 IMO report
byeschonher
 
PPTX
Retention Best Practices
byChris Vaughan
 
PPTX
2015Trade report
byeschonher
 
PPTX
Membership performance improvement seminar nyc 2012
byASI
 
PPTX
2017 Membership Marketing Benchmarking Report
byTony Rossell
 
PPTX
Membership performance improvement seminar nyc oct 2012
byASI
 
PPT
Growing Membership in a Recession
byTony Rossell
 
PDF
Mgi benchmarking report_2010
byAssociation Executives of North Carolina
 
PPT
Three keys to on target membership marketing ready, aim, and fire
byTony Rossell
 
Member Engagement and Growth
byGreg Melia, CAE
 
Membership Engagement: Ideas that Work!
byeschonher
 
Mgi 2013-membership-marketing-benchmarking-report
byAssociation Executives of North Carolina
 
Lifecycle presentation (2) 1
byeschonher
 
2013 Membership Marketing Benchmarking Report: Putting Membership Marketing P...
byeschonher
 
Membership Benchmarking Report: How do You Compare?
byTony Rossell
 
Membership marketing seminar april 16 2010
byScott Oser Associates, Inc.
 
Am cham worldwide executive director's conference cairo
byTony Rossell
 
5 Strategies for Successful Membership Growth
byJP Moery
 
Planning your Membership Campaign: MASAE 2014
byJessica Keenan Smith
 
Am Cham Worldwide Executive Directors Conference
byguestf2d62c2
 
2015 IMO report
byeschonher
 
Retention Best Practices
byChris Vaughan
 
2015Trade report
byeschonher
 
Membership performance improvement seminar nyc 2012
byASI
 
2017 Membership Marketing Benchmarking Report
byTony Rossell
 
Membership performance improvement seminar nyc oct 2012
byASI
 
Growing Membership in a Recession
byTony Rossell
 
Mgi benchmarking report_2010
byAssociation Executives of North Carolina
 
Three keys to on target membership marketing ready, aim, and fire
byTony Rossell
 

More from eschonher

PPTX
2016 Membership Marketing Benchmarking Report
byeschonher
 
PPT
Marketing and Communications Channel Mix
byeschonher
 
PPTX
The New World of (Member) Engagement: Great Ideas that Work!
byeschonher
 
PPTX
2015 MMBR Webinar FINAL
byeschonher
 
PPTX
Effective Strategies to Improve Engagement, Satisfaction and Retnetion
byeschonher
 
PPT
Lifecycle presentation - Erik Schonher, MGI
byeschonher
 
PPT
Marketing Membership In Good Times And Bad
byeschonher
 
PDF
7 Ideas To Fight Recession
byeschonher
 
PPTX
Regional members selling membership
byeschonher
 
PPTX
Regional members selling membership
byeschonher
 
2016 Membership Marketing Benchmarking Report
byeschonher
 
Marketing and Communications Channel Mix
byeschonher
 
The New World of (Member) Engagement: Great Ideas that Work!
byeschonher
 
2015 MMBR Webinar FINAL
byeschonher
 
Effective Strategies to Improve Engagement, Satisfaction and Retnetion
byeschonher
 
Lifecycle presentation - Erik Schonher, MGI
byeschonher
 
Marketing Membership In Good Times And Bad
byeschonher
 
7 Ideas To Fight Recession
byeschonher
 
Regional members selling membership
byeschonher
 
Regional members selling membership
byeschonher
 

2014 GreatIdeas Presentation ES 3_9_14

  • 1.
    The Membership Marketing BenchmarkingReport and Practical Membership Marketing Presenters Jacqualine Price Osafo, CAE Erik Schonher, MBA, CeM 2014 ASAE GreatIdeas! Presentation
  • 2.
    Who are thetwo standing up front? Jacqualine Price Osafo, CAE • 20+ Years Experience • American Society for Gastrointestinal Endoscopy – Director of Members Services & Customer Care – Leadership and Strategic Planning – Staff liaison for Membership and Diversity Committees – Participant of MGI Membership Marketing Benchmarking Report Erik Schonher, MBA, CeM • 30+ Years Experience – Corporate & Association • Marketing General – Vice President – Account Mgmt • Strategic/Tactical Planning – Research Department • Qualitative & Quantitative • 35 Studies/yr • Membership Marketing Benchmarking Report – List Management/Brokerage
  • 3.
    Jackie asks… How didwe get here today?
  • 4.
    Today we wantto… Walk away with new membership recruitment and retention ideas that could easily be implemented in their recruitment and retention plan today using MGI’s Membership Marketing Benchmarking Report.
  • 5.
    Expect to participate… TheGreatIdeas 2014…
  • 6.
    My approach… 1. Iparticipate in the research 2. Compare my association with industry results and investigate detail. 3. Review plan & results to develop tactical. 4. Implement & analyze results 5. Budget adjustment
  • 7.
    2013 Membership Marketing BenchmarkingReport • Nearly 700 Participating Associations • Up Front Disclaimer  What not Why  Correlation not Causation  Every Association is Unique • Fifth Year
  • 8.
    CHANGE IN NEWMEMBER ACQUISITION OVER PAST YEAR — COMPRESSED 2013 (n = 690) 2012 (n = 687) 2011 (n = 638) 2010 (n = 405) 2009 (n = 325) Percentage Increased Overall 63% 60% 57% 42% 49% Percentage Unchanged Overall 17% 17% 21% 20% 22% Percentage Declined Overall 16% 15% 16% 26% 21% Percentage Unsure 4% 10% 8% 12% 10% CHANGE IN RENEWAL RATE OVER PAST YEAR — COMPRESSED 2013 (n = 691) 2012 (n = 683) 2011 (n = 638) 2010 (n = 403) 2009 (n = 326) Percentage Increased Overall 35% 36% 32% 21% 22% Percentage Unchanged Overall 30% 33% 37% 27% 39% Percentage Declined Overall 31% 22% 24% 44% 31% Percentage Unsure 4% 10% 7% 8% 9%
  • 9.
    The Membership Lifecycle –Member Acquisition • Awareness • Recruitment – Member Renewal • Engagement • Renewal • Reinstatement
  • 10.
    Acquisition Awareness • The processof establishing your brand in the minds of prospective members and building your knowledge base of who they are and how to contact them Recruitment • The process of proactively inviting potential members to become a part of your organization • Strategy: 1. Value and Message – Why 2. Targeting Your Market -- Who 3. Promotional Tactics to Reach Your Market – How 4. Offer and Packaging – What 5. Testing , Tracking, and Analyzing – Where
  • 11.
    Develop Acquisition Strategies • Determinegoal for next 1-5 years • Evaluate current and past trends • Identify/eliminate barriers • Determine ROI How are you going to get there?
  • 12.
    Awareness • Who/What doyou want to be known as/for? • What are you great at doing? • When • Where can prospects find you? • Why should prospects engage with you?
  • 13.
    HOW MEMBERS INITIALLYDISCOVER YOUR ASSOCIATION 2013 (n = 690) Word-of-mouth recommendation 86% Association website 80% Email 66% Promotion to/at your own conferences/conventions 55% Association-sponsored social networking websites (e.g., Facebook, LinkedIn) 54% Local events/meetings 52% Association-sponsored events 48% Cross-sell to non-members who buy your products or attend your conferences 47% Direct mail 44% Search engines (organic) 42% Where can prospects find (out about) you?
  • 14.
    METHODS FOR CREATINGAND MAINTAINING ASSOCIATION AWARENESS 2013 (n =691) 2012 (n = 683) 2011 (n = 638) 2010 (n = 405) 2009 (n = 599) Association website 86% 92% 87% 88% 85% Email 81% 94% 71% 67% 61% Word-of-mouth recommendations 79% 83% 90% 91% 77% Association-sponsored social networking sites (e.g., Facebook, LinkedIn) 74% 71% 51% 56% 35% Promotion to/at your own conferences/ conventions 69% 79% 65% 66% 65% Association-sponsored events 59% 68% 57% 56% 37% Advertising in your own publications 56% 72% 48% 56% 51% Direct mail 56% 69% 62% 66% 76% Local events/meetings 53% 60% 53% N/A N/A Exhibiting at other conferences 49% 61% 50% 51% 53%
  • 15.
    It’s a Process 15 •Be flexible – If you can’t make them a member, make them a customer – Don’t be afraid to give things away – At least date for awhile • Best “Offers” – Dues Discount – Conference Discount – Free Trials – Premiums – “Use what works”
  • 16.
    Recruitment Tactics Are youthinking like a prospect? • Solicit non-member purchasers • Leadership recruitment campaign • Targeted messaging • Webinars for prospects • Offer a “sample membership” • Promote preferred benefits
  • 17.
    REASONS MEMBERS JOIN 2013 (n= 693) 2012 (n = 684) 2011 (n = 641) 2010 (n = 400) 2009 (n = 303) Networking with others in the field 24% 22% 25% 24% 22% Access to specialized and/or current information 13% 12% 14% 13% 23% Advocacy 8% 12% 10% 11% N/A Learning best practices in their profession 8% 7% 7% 9% 8% Continuing education 7% 8% 7% 11% 5% Conferences/trade shows 6% 4% 5% N/A N/A Accreditation or certification 4% 5% 4% 4% 2%
  • 18.
    TOP THREE MOSTEFFECTIVE AND LEAST EFFECTIVE MARKETING CHANNELS BY ASSOCIATION TYPE Individual Membership Associations 2013 2012 Most Effective Word-of-mouth recommendations 60% 51% Email 35% 39% Association website 34% ** Least Effective Exhibiting at other conferences 27% 31% Direct mail 23% 20% Advertising in outside publications 22% 23% Organizational/Trade Associations 2013 2012 Most Effective Word-of-mouth recommendations 60% 56% Personal sales calls 32% 37% Association website 30% ** Least Effective Direct mail 26% 34% Advertising in outside publications 23% 28% Exhibiting at other conferences 20% 22%
  • 19.
    Renewal Engagement • The processof moving members from observers into users. • Strategy 1. Conversion of New Members 2. Usage and Interaction 3. Value through Relevance 4. Score Engagement Renewal & Reinstate • The process of confirming the value and requesting the continuance of the relationship. • Strategy 1. Renewal Frequency and Timing 2. Data Driven Personalization 3. Payment Options 4. Never Give Up on Lapsed Members 5. Messaging Should Recognize their Status 6. Conduct Lapsed Member Research
  • 20.
    REASONS FOR NOTRENEWING MEMBERSHIP 2013 (n = 691) 2012 (n = 687) 2011 (n = 639) 2010 (n = 400) 2009 (n = 333) Budget cuts/economic hardship of company 18% 17% N/A N/A N/A Lack of engagement with the organization 15% 14% N/A N/A N/A Could not justify membership costs with any significant ROI 11% 11% N/A N/A N/A Employer won’t pay or stopped paying dues 10% 12% 15% 25% 22% Lack of value 10% 11% 24% 36% 20% Left the field, industry, or profession 7% 8% 12% N/A N/A Too expensive 5% 5% 14% 11% 22% Blue: Top reasons for not renewing membership per year Top three reasons for not renewing membership. Red: Continued decline as a reason for non-renewal Blue: Top reasons for not renewing membership per year When does renewal begin?
  • 21.
    Renewal Plan • Evaluateprevious efforts • Retention rates? • Does “one size fit all?” – Or do niche markets require different timing or number of efforts? – Is the process nimble?
  • 22.
    Why do peoplejoin us? • Networking with others • Access to specific information • Advocacy • Education • Conferences/meetings
  • 23.
    AREAS OF ENGAGEMENT nIncreased Stayed the same Decreased Attendance at your annual conference/trade show 599 48% 34% 18% Volunteerism with your organization 587 34% 57% 9% Participation in your public social network 567 76% 23% 2% Number of visits to members-only section of website 528 58% 39% 3% Attendance at your professional development meetings 511 48% 40% 12% Attendance of webinars 420 61% 31% 7% Participation in your private social network 406 66% 28% 6% Non-dues product purchases (other than previously checked) 401 36% 51% 13% Non-dues service purchases (other than previously checked) 342 34% 58% 8% Donations to your association’s foundation or PAC 334 38% 48% 14% Book or directory purchases 282 25% 55% 20% Number of members who acquire or maintain a certification with your organization 276 54% 37% 9% Number of membership upgrades 276 41% 49% 9% Participation in your Young Professional program 221 65% 29% 6% Number of members who purchase or maintain insurance through your organization 197 26% 62% 11% Participation in your mentoring program 188 43% 48% 9%
  • 24.
    COMMUNICATION METHODS USEDTO ONBOARD NEW MEMBERS   2013 (n = 693) 2012 (n = 685) 2011 (n = 643) 2010 (n = 402) 2009 (n = 337) Email welcome 79% 72% 71% 72% 62% Mailed welcome kit 60% 64% 67% 68% 83% Membership card or certificate 51% 51% 51% 59% 58% Volunteer or staff welcome phone call 31% 29% 30% 32% 26% New member introductory email series 28% 25% 25% 27% 14%
  • 25.
    Engaging New Members • E-Welcomeletter • Membership certificate • Personal note from leadership • Invitation to network with leaders • Checking in months 3, 6, 9 and 12
  • 26.
    OVERALL MEMBERSHIP RENEWALRATE 2013* (n = 607) 2012 (n = 685) 2011 (n = 643) 2010 (n = 403) 2009 (n =337) Under 50% 3% 3% 3% 3% 2% 50% to 59% 2% 4% 6% 4% 4% 60% to 69% 8% 7% 10% 11% 7% 70% to 79% 19% 22% 23% 21% 16% 80% to 89% 38% 38% 34% 40% 37% 90% or higher 30% 22% 23% 18% 29% Not sure** n/a 3% 2% 3% 4% MEMBERSHIP RENEWAL RATES Less than 80% renewal 80% renewal or higher Individual member Trade/ Organizational Both Mean 66% 88% 79% 87% 76% Median 70% 88% 81% 88% 80%
  • 27.
    RENEWAL RATES BYNUMBER OF RENEWAL CONTACTS INDIVIDUAL MEMBERSHIP ASSOCIATIONS (n=289) 1 to 6 contacts 7 or more contacts Less than 80% Renewal 43% 33% 80% or Higher Renewal 57% 67% NUMBER OF MEMBERSHIP RENEWAL CONTACTS 2013 (n = 691) 2012 (n = 686) 2011 (n = 642) 2010 (n = 404) 2009 (n = 337) None 1% 1% 2% 2% 1% 1 to 3 21% 20% 23% 22% 21% 4 to 6 38% 40% 44% 44% 46% 7 to 9 18% 23% 18% 20% 19% 10 to 12 9% 7% 7% 6% 7% 13 to 15 5% 3% 1% 2% 2% 16 to 18 2% 2% 1% 1% 1% More than 18 2% 2% 2% 2% 1% Not sure 3% 3% 1% 2% 3%
  • 29.
    Renewal tactics • Informmembers 2 months prior to renewal • Update postal/e-mail addresses • Renewal series uses multiple channels – Postal – e-mail – Telemarketing • Social media
  • 30.
    Reinstatement Is it difficultto re-join? • Identify and eliminate barriers • Simplify the process • Treat them as if they have just “forgotten to renew… Do something
  • 31.
  • 32.
    What are yourassociation's TOP THREE membership goals?
  • 33.
    TOP CHALLENGES TOGROWING MEMBERSHIP BY FIVE YEAR MEMBERSHIP GROWTH Challenge Five Year Membership Increased (n = 367) Five Year Membership Unchanged (n = 50) Five Year Membership Decreased (n = 254) Insufficient staff   Membership too diverse   Perception of the association   Insufficient budget  Difficulty attracting/maintaining young members   Changing demographics of industry 
  • 34.
    What is yourorganization's annual operating budget?
  • 35.
    MEAN AMOUNT SPENTON MEMBERSHIP MARKETING PROGRAMS BY ORGANIZATION TYPE Individual Member Org./Trade Both Awareness and branding $88,307 $56,926 $88,306 Recruitment $80,816 $42,482 $53,570 Engagement/onboarding $41,182 $25,871 $27,829 Renewals $58,799 $24,392 $28,911 Reinstatement or win-back $26,986 $8,964 $9,121
  • 36.
  • 37.
    Thank you. Jacqualine Price Osafo Directorof Membership Services 630.570.5603 jpriceosafo@asge.org Erik D. Schonher Vice President 703.706.0358 Erik@MarketingGeneral.com
  • 38.
    Do’s and Don'tsOf Recruitment (c) Copyright 2013 Marketing General Inc. 38 • Do have a written plan – Including strategy and tactics – Make it practical and doable • Do have set goals – Know what you want/need to achieve in $$$ & number of members/customers • Do have your resources in place – Both in-house and outside vendor partners
  • 39.
    Do’s and Don'tsOf Recruitment (c) Copyright 2013 Marketing General Inc. 39 • Do have a Testing Strategy – Everything is “testable” – But not every test is “meaningful” • Do be Media Neutral – Use what works – Be open to “channel surfing” • Do have a Plan B – Nothing works every time
  • 40.
    Do’s and Don'tsOf Recruitment (c) Copyright 2013 Marketing General Inc. 40 • Do have a Brand Promise • Do have a Identifiable Value Proposition • Do Target Best Prospects first – Former Members – Current Customers – Current Inquirers – Buyers of “Like Things”
  • 41.
  • 42.
    Effective Targeting of Prospects (c)Copyright 2013 Marketing General Inc. 42 • Is a process • Uses a range of media and offers • Is a full-time, year round program • No may just mean not now • Is the lifeblood of any growing membership program
  • 43.
  • 44.
    CHANGE IN MEMBERSHIPOVER PAST ONE YEAR   2013 (n = 691) 2012 (n = 689) 2011 (n = 642) 2010 (n = 405) 2009 (n = 331) Increased more than 50% 1% 1% 1% 1% -- Increased 26% to 50% 1% 3% 2% 2% 1% Increased 11% to 25% 7% 8% 9% 5% 7% Increased 6% to 10% 15% 13% 11% 7% 10% Increased 1% to 5% 28% 27% 26% 21% 27% Remained the same 16% 16% 16% 14% 16% Declined 1% to 5% 19% 19% 19% 26% 19% Declined 6% to 10% 8% 7% 11% 13% 9% Declined 11% to 25% 3% 2% 4% 8% 6% Declined 26% to 50% 1% 1% -- 1% 1% Declined more than 50% -- 1% -- -- -- Not sure 1% 3% 2% 3% 5%
  • 45.
    Online Behavior Product Searches Information  Searches Website visits Social Media  Searches Educational  Searches Product  purchases Special Offers FREE Whitepaper FREE Trial  Membership E-Newsletter Sign Up for Alerts Webinar OnlineMedia Paid Search Co-Registration Ad Networks Online PR  Releases Article  Submissions Blogs / Forum  Posts Social Media Ads Sponsored Links Cultivated Leads Through Ongoing Interaction Awareness Strategy Strategic Process Landing Pages Form Submit
  • 46.
    Design a  collection of   published  articles into  cohesive free  content. PPC & ContentNetwork Ads Thank you  page with  more options. Awareness Strategy
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
    Package Type ResponseRate Green Card 1.12% Invitation .83% 35% Boost Identifying a control Recruitment Testing
  • 56.
    List Segment $75Voucher Subscription Response Boost Young Physicians 3.46% 2.57% 35% Boost 35% Boost 111% Boost Improving the Control Recruitment Testing
  • 57.
    Package Type ResponseRate Green Package 1.35% Membership Card 1.85% 37% Boost Beating the control Recruitment Testing
  • 58.
    MEAN NEW MEMBERRENEWAL RATE Less than 80% renewal 80% renewal or higher Individual Member Trade Both Mean 51% 76% 64% 78% 61% Median 50% 77% 70% 80% 65% Engagement Converting New Members
  • 59.
    Very Little DifferenceBetween Non-Engaged Members and Lapsed Members Members “who are not involved lie perilously close to  former members in the overarching assessment of the  value they derive from associations.  If former  members are thought to be dead, the uninvolved are  close to comatose”  (The Decision to Join, p 4). Engagement Usage and Interaction
  • 60.
    Data Analytics for one association on  engagement. • Members who attended an association  meeting in the past year were 19%  more likely to renew than those who  did not attend a meeting.  • Members who attended four or more  meetings were 30% more likely to  renew than members who never  attended a meeting.  •Members who placed a product order  in the past year were 28% more likely  to renew than those who had not  placed an order.  • Members who upgraded their  membership in the past year to a  higher level of service were 12% more  likely to renew. Engagement Strategy
  • 61.
    Engagement Communication Targeted Monthlye-Newsletters • Deliver timely updates • Reinforce membership value and vision • Customize content by segment • Promote increased interaction  • Certification • Publications • Events • Webinars • Track and respond
  • 62.
    Engagement Communication Tracking andResponding I’m interested in certification information! Triggered Certification Email
  • 63.
  • 64.
    Renewal Frequency RENEWAL RATESBY NUMBER OF RENEWAL CONTACTS INDIVIDUAL MEMBERSHIP ASSOCIATIONS (n=289) 1 to 6 contacts 7 or more contacts Less than 80% Renewal 43% 33% 80% or Higher Renewal 57% 67%
  • 65.
    Renewal Personalization Multi-step, integrated channel, (mail,email, and telephone) issue driven, digitally printed, renewal program.
  • 66.
    Results from One Test Theon-time renewal rate for members NOT on the installment plan was 55.7%. However, the on time renewal rate for members participating in the installment plan was 82.0%. Renewal Payment Options
  • 67.
    (c) Copyright 2013Marketing General Inc. 67 Activity Audience Timing Responsible 90 day invoice mailed All members not renewed month nine/ten Member Care / Directmail.com 65 day invoice email reminder All members not renewed month ten Member Care Hallmark card Sample of members month ten New coordinator Knowledge Center promo (mail and email) All members with email and not used KC in last 12 mths & postcard for those w/o email month eleven Member Care Retention email (16 versions) All members with email Month eleven Member Care 45 day invoice mailed All members not renewed Month eleven Member Care / Directmail.com Knowledge Center All members with email and not used KC in last 12 mths Month twelve Member Care ‘Last Chance’ cover tip on Magazine All members not renewed Month twelve New coordinator Online membership end date reminder on our website All members that are going to lapse Month twelve until end of grace period IO Retention email (16 versions) All members with email Month twelve Member Care If not renewed, membership lapses Has 45 day web access – grace period End of month twelve Action Action Action Action Action Action Planned Pre-Expiration Retention/Renewal Activities
  • 68.
    Current Regular Retention& Renewal Initiatives
  • 69.
    (c) Copyright 2013Marketing General Inc. 69 Activity Audience Timing Responsible Expiration email #1 All non-renewed members (4 versions: prof US, int’l, stu conversion, transitioning members) +5 days after expiration (just after cash closes) Member Care At-home invoice All non-renewed members with home address +15 days after expiration Member Care Expiration email #2 All non-renewed members +21 days after expiration Member Care Lapsed telemarketing call / survey (4 versions; US Cert; US Non-Cert; Non-US; Stu Conv) All non-renewed members with telemktg = Y and has phone # (Leave V.M. after final attempt) +45 – 80 days after expiration Member Care Online lapsed survey All non-renewed members with no phone, telemkt = N + 45 days after expiration Member Care Lapsed telemarketing follow-up Any unpaid invoice requests from first call +90 days after expiration Member Care Reinstatement mailing #1 All non-renewed members indicating ‘will join later’ +7 months after expiration Member Care Reinstatement mailing #2 All non-renewed members indicating ‘will join later’ +10 months after expiration New coordinator Lapsed member mailing (counts as new after 12 mths) All non-renewed members indicating ‘will join later’ +12 months after expiration Member Care Membership marketing team continues to market to non-renewed members for 12 months after memberships lapse. Planned Post-Expiration Renewal Activities Action Action Action Action Action Action Action Action 45 days - grace period ends 69 (c) Copyright 2012 Marketing General Inc.
  • 70.
    • Reinstatement programstest the effectiveness of your renewal program • Many organizations are sitting on thousands of prospects just waiting to return • Employ research and analytics to determine what went wrong for your lapsing members – Under served market segments – Product and service gap analysis – Value proposition update Reinstatement Strategy
  • 71.
    Reinstatement Strategy “We MissYou” Greeting Card with personalized message inside to lapsed members.
  • 72.
    (c) Copyright 2013Marketing General Inc. 72 • More splintering & blurring • Death of mass marketing & rise of mass customization • Convenience and ease is all important • Social Media is surging • Members/customers are more self- directed, and are doing more of the work
  • 73.
    (c) Copyright 2013Marketing General Inc. 73 • Members/Customers are IN-CHARGE • They are more critical, seek guarantees • But still need to be led, reminded, told their decisions are right • Too many choices • No need to join
  • 74.
    (c) Copyright 2013Marketing General Inc. 74 • 35% of assoc. report YOY renewal growth • Associations are challenged by growing member diversity • Engagement is becoming more important • Social Media is surging
  • 75.
    REASONS MEMBERS JOIN 2013 (n= 693) 2012 (n = 684) 2011 (n = 641) 2010 (n = 400) 2009 (n = 303) Networking with others in the field 24% 22% 25% 24% 22% Access to specialized and/or current information 13% 12% 14% 13% 23% Advocacy 8% 12% 10% 11% N/A Learning best practices in their profession 8% 7% 7% 9% 8% Continuing education 7% 8% 7% 11% 5% Conferences/trade shows 6% 4% 5% N/A N/A Accreditation or certification 4% 5% 4% 4% 2% Discounts on products or meeting purchases 4% 5% 5% 6% 9% Association publications 4% 4% 3% 6% 3% Prestige of belonging to the association 4% 4% 5% N/A N/A Access to industry thought leaders 2% 2% 1% N/A N/A Advancing in their position 2% 2% 2% 2% 4% Members-only education 2% 2% N/A N/A N/A Access to career resources 1% 1% 1% 3% 1% Access to industry benchmark studies 1% 1% 1% 1% N/A Insurance (Affinity programs) 1% 1% 1% N/A N/A Not sure 1% 1% 1% 2% N/A Other 7% 6% 8% 9% 10%
  • 76.
    TOP 10 -HOW MEMBERS INITIALLY DISCOVER YOUR ASSOCIATION 2013 (n = 690) Word-of-mouth recommendation 86% Association website 80% Email 66% Promotion to/at your own conferences/conventions 55% Association-sponsored social networking websites (e.g., Facebook, LinkedIn) 54% Local events/meetings 52% Association-sponsored events 48% Cross-sell to non-members who buy your products or attend your conferences 47% Direct mail 44% Search engines (organic) 42% Exhibiting at other conferences 41% Advertising in your own publications 36% Chapters 36% Public relations 30% Advertising in outside publications 25% Personal sales calls 23% Job board 21% Accreditation promotion 15% Search engines (paid or pay-per-click) 12% Telemarketing 9% Paid banners on other websites 9% QR codes 8% Mobile apps 7% Radio or TV 4% Texting 1% Do not know 1% Other 9%
  • 77.
    METHODS FOR CREATINGAND MAINTAINING ASSOCIATION AWARENESS 2013 (n =691) 2012 (n = 683) 2011 (n = 638) 2010 (n = 405) 2009 (n = 599) Association website 86% 92% 87% 88% 85% Email 81% 94% 71% 67% 61% Word-of-mouth recommendations 79% 83% 90% 91% 77% Association-sponsored social networking sites (e.g., Facebook, LinkedIn) 74% 71% 51% 56% 35% Promotion to/at your own conferences/ conventions 69% 79% 65% 66% 65% Association-sponsored events 59% 68% 57% 56% 37% Advertising in your own publications 56% 72% 48% 56% 51% Direct mail 56% 69% 62% 66% 76% Local events/meetings 53% 60% 53% N/A N/A Exhibiting at other conferences 49% 61% 50% 51% 53% Cross-sell to non-members who buy your products or attend your conferences 48% 61% 56% 59% 52% Public relations 48% 61% 40% 39% 29% Search engines (organic) 40% 48% 45% 47% 34% Chapters 40% 42% 38% 46% 39% Advertising in outside publications 32% 47% 31% 31% 28% Job board 30% 39% 24% 23% 23% Personal sales calls 24% 32% 25% 22% 24% Accreditation promotion 20% 24% 18% 20% 14% Mobile apps 15% 20% N/A N/A N/A Search engines (paid or pay-per-click) 14% 20% 14% 20% 8% QR codes 13% 30% N/A N/A N/A Telemarketing 12% 22% 16% 18% 18% Paid banners on other websites 12% 21% 12% 13% 12% Radio or TV 8% 15% 7% 5% 7% Texting 2% 6% N/A N/A N/A Other 3% 3% 4% 3% 3% Do not know 1% 1% 0% 0% 1%
  • 78.
    Most effective channelsfor RECRUITMENT are: – Word of mouth – Email • Personal Sales calls for Trade Associations – Association Web Site – Direct Mail
  • 79.
    Definition: The process ofmoving members from observers into users of the products and services made available by your organization and strengthening their emotional, psychological or physical investment. Strategy: 1. Conversion of New Members 2. Usage and Interaction 3. Value through Relevance 4. Score Engagement Engagement Strategy
  • 80.
    Definition: The process ofconfirming the value that has been delivered to the member over the past year and requesting the continuance of the relationship. Strategy: 1. Renewal Frequency and Timing 2. Data Driven Personalization 3. Payment Options Renewal Strategy
  • 81.
    COMMUNICATION METHODS USEDTO ONBOARD NEW MEMBERS 2013 (n = 693) 2012 (n = 685) 2011 (n = 643) 2010 (n = 402) 2009 (n = 337) Email welcome 79% 72% 71% 72% 62% Mailed welcome kit 60% 64% 67% 68% 83% Membership card or certificate 51% 51% 51% 59% 58% Volunteer or staff welcome phone call 31% 29% 30% 32% 26% New member introductory email series 28% 25% 25% 27% 14% Special discounts on purchases 23% 24% 23% 23% 17% Invite to chapter meeting 23% 22% 18% 25% 23% In-person new-member reception or orientation 21% 25% 23% 20% 19% New member newsletter (print or electronic) 16% 16% 15% 20% 11% New member survey 15% 16% 17% 18% 20% New member gift (e.g., gift card, calendar, notepad) 12% 12% 11% -- -- New member webinars 10% 9% N/A N/A N/A Custom new member renewal series 9% 10% 10% 11% 7% Telemarketing welcome phone call 9% 10% 12% 10% 4% Early or “at-birth” renewal 4% 4% 5% 4% 2% No special communication 3% 3% 2% 2% 2% Other 5% 3% 5% 5% 8%
  • 82.
    Definition: The process ofdefining the where the breakdown occurred in the membership relationship and restoring former participants to a paid status. A “winback” or reinstatement strategy helps to reconnect former members. Strategy: 1. Never Give Up on Lapsed Members 2. Messaging Should Recognize their Status 3. Conduct Lapsed Member Research Reinstatement Strategy
  • 83.
    SOCIAL MEDIA OUTLETSOFFICIALLY USED BY ASSOCIATIONS 2013 (n =690) 2012 (n = 685) 2011 (n = 641) 2010 (n = 405) Facebook 85% 86% 91% 75% Twitter 76% 79% 71% 66% LinkedIn (Public Access) 54% 56% 53% 59% YouTube 52% 53% 45% 35% Association Blog 35% 30% 27% 30% LinkedIn (Members Only) 34% 30% 28% N/A Association Listserv 24% 22% 24% 31% Flickr 17% 15% 15% N/A Private Association Social Network 16% 19% 18% 17% Google+ 11% 11% N/A N/A Pinterest 10% N/A N/A N/A Wikis 5% 8% 9% 13% Ning/Groupsite 2% 4% 4% 6% MySpace 1% 1% 1% 4% None 4% 3% 6% 8% Other 5% 4% 4% 6%
  • 84.
    MARKETING CHANNELS USEDFOR MEMBERSHIP RENEWALS 2013 (n = 690) 2012 (N = 685) 2011 (N = 644) 2010 (N = 405) 2009 (N = 333) Email marketing 90% 88% 88% 88% 83% Direct mail 79% 81% 82% 85% 91% Staff phone calls 53% 53% 52% 49% 56% Peer member contacts 26% 23% 20% 24% 31% Telemarketing 20% 21% 24% 23% 27% Board phone calls 17% 17% 18% 15% 28% Magazine cover wraps 15% 17% 15% N/A N/A Chapter phone calls 15% 13% 14% 14% 15% Social media contacts 12% 15% 13% N/A N/A Employer contacts 8% 6% 8% 7% 4% Fax 7% 9% 10% 11% 17% QR codes 3% N/A N/A N/A N/A PURL 2% 3% N/A N/A N/A Texting 1% 2% N/A N/A N/A Renewal app for mobile devices 1% 1% N/A N/A N/A Other 6% 3% 3% 3% 4%

Editor's Notes

  • #8 So where else can you find membership vital signs. You can keep track of your own data, but it also helps to compare with other organizations. I recommend the Membership Marketing Benchmarking Report as a source and will use it here.
  • #10 The system view that I want to use today in discussing diagnosing and solving your membership marketing challenges is something I call the Membership Lifecycle. Let me describe this membership system.
  • #44 Take full advantage of the channels available to you.
  • #46 Cite report – association website, word of mouth and emails are how “members discover your association.”
  • #47 PPC & Content Network Ads. Google gives you the ability to display your ads based on geography and time of day
  • #49 We can tell from her status that Whitney Grones is interested in flying.
  • #50 LinkedIn allows you to deliver advertising only to people with certain qualifications or titles, people with specific job functions, and/or people specifying a particular skill set. This makes the advertising spending very efficient, and fast movers can also take advantage of the current low prices on the platform. LinkedIn Groups draw users back for longer sessions, and this can be a great way to reach targeted individuals while they are considering business issues and topics in the group setting.
  • #51 How do you reach the estimated 3.1 million nurses in the US? PPC & Content Network Ads. Google gives you the ability to display your ads based on geography and time of day
  • #53 I am sometimes surprised that organizations do not have a recruitment plan – or it is so complicated they never executive it. Here is a tool to put a plan together in very rapid and useful fashion. Example, you can probably put former members in at the top of your market segment pyramid and can use a full portfolio of channels to reach them.
  • #56 Many organizations sub-optimize results by not testing and tracking by up to 1,000%.
  • #58 One client has gone from 39,000 to 270,000 members. The highest leverage tactic they have used to achieve this growth is a robust testing program. They test everything.
  • #59 • The average first year member renewal rate for individual membership organizations this past year was 64% and the average first year renewal rate for trade or organizational memberships was 78%. How does your organization compare?
  • #62 Relevant communications are key. Don’t overwhelm members with volume of communications that do not apply to their interests.
  • #64 Tip-on to remind members of benefits.
  • #65 INDIVIDUAL MEMBERSHIP ORGANIZATION: Organizations that have between 7 and 15 contacts in their renewal series were more likely to see higher renewal rates.
  • #67 Research showed that the $225 price tag for dues was an impediment for members – who paid dues out of their own pocket -- to join.So we built a head to head acquisition test for this organization. The control offer with the $225 price went to 37,640 prospects and the same package offering the additional option of an automatic credit card payment of $18.75 a month went to 37,623 prospects. The control package generated 436 new members for a 1.16% response rate. However, the test package with the installment option produced 657 members for a 1.75% response rate. The next question was how will members who select the monthly installment renew compared to members who pay up front. Our latest data reports on members who renewed on time. The on time renewal rate for members NOT on the installment plan is 55.7%. However, the on time renewal rate for members participating in the installment plan is 82.0%. The non-installment member rate will probably rise to 70% when late renewal payments are included. But even when late payments are included, a potential twelve point lift in renewals is a major improvement.
  • #72 Associations who say that they “continue indefinitely to contact lapsed members” are more likely to have renewal rates over 80%, have seen membership increase in the past year, have seen membership increase over the past five years, and have renewal rates increase in the past year.
  • #80 Usage and Interaction – Member involvement and usage are the best levers for engagement. Value through Relevance – Providing lots of communications that are not targeted are relevant to a member can cause disengagement. Let behavior drive your communications strategy. Score Engagement – Define the measurable behaviors that indicate engagement (i.e. transactions, website usage, email behavior, volunteering).
  • #81 Renew Frequency and Timing – How often and when. Channels – Use all of the tools that are available to you for retention Budget – Most organizations under-spend on renewals. Payment – Offering automatic credit card or EFT renewal, turns renewals from an opt-in decision to an opt-out action. Offers – This is highly debated, but some organizations have great success with giving incentives for early renewals. Personalization – Adding personalized messages to renewal efforts like, “because of your membership, you saved $50.00 on your product purchases this year.” Or, “we had some success on the legislative issue you were most concerned about.” 
  • #83 Never Give Up on Lapsed Members – Lapsed members are almost always the most economical members reach out to for membership. Messaging Should Recognize their Status – For many groups, former members are very likely to rejoin an organization, but messaging should be different than what is communicated to “never members” Conduct Lapsed Member Research – When members leave they highlight a breakdown in the membership system. Conducting research to understand why members do not continue with an organization will impact all parts of the membership lifecycle