The document provides an overview of developing and managing a successful membership marketing program. It discusses developing a membership strategy and defining membership marketing. It outlines the four strategic areas for success: economics, market, product, and promotion. For each area, it provides examples and recommendations. The overall document provides guidance on analyzing member data, defining value propositions, segmenting markets, expanding product lines, testing promotional strategies, and managing the membership lifecycle from awareness to renewal.
Membership marketing – acquiring, engaging, upgrading, and renewing members – is the cornerstone for associations and relationship driven organizations. Whether you are an association professional or a relationship marketer, join the discussion on the Membership Marketing Blog and share your ideas and counsel.
Rob Jones, managing director of Peloton Partners, shares emerging pricing trends in the industry based on data from 70 advised firms across Australia, and strategies for advice practices to extract latent value out of their business.
Membership marketing – acquiring, engaging, upgrading, and renewing members – is the cornerstone for associations and relationship driven organizations. Whether you are an association professional or a relationship marketer, join the discussion on the Membership Marketing Blog and share your ideas and counsel.
Rob Jones, managing director of Peloton Partners, shares emerging pricing trends in the industry based on data from 70 advised firms across Australia, and strategies for advice practices to extract latent value out of their business.
Membership Benchmarking Report: How do You Compare?Tony Rossell
How does your association’s membership marketing practices and performance compare to other associations?
Marketing General, Inc. has just publicly released the final report of a Membership Marketing Benchmarking Survey on the tactics and strategies associations use to recruit members, engage new members, renew existing members, and reinstate former members.
The Membership Marketing Benchmarking Report included over 500 participating association executives.
Among the report\'s key findings are that nearly half of the associations surveyed continue membership growth; direct mail is the most effective channel for recruiting new members; offering a first-year dues discount is the most effective membership recruitment incentive; a highly personal approach to new member on-boarding helps retain new members; and continuing renewal contacts and services improves renewal rates.
The goal of membership marketing is to iniate and build a long term relationship with a member. This presentation highlights the five major phases in the membership lifecycle: Awareness, Recruitment, Engagement, InIterdependence, and Renewal.
Improve Membership Marketing Results One Test at a TimeTony Rossell
Perhaps the number one mistake in membership marketing is not conducting marketing tests in each promotion. By not testing, organizations sub-optimize the effectiveness of their marketing. This presentation highlights the power of adding marketing tests in membership promotions and highlights high leverage testing opportunities.
The 2012 Membership Marketing Benchmarking Report surveyed more than 691 association executives to better understand the strategies and tactics they use to recruit, engage, and retain members. The report is the most exhaustive and comprehensive study in the series.
Again this year, a key feature of the report was to cross-tabulate specific marketing practices with reported membership outcomes to determine which practices support better results.
The Benchmarking Report evaluates the relative success of a variety of marketing practices and presents dozens of key findings to give association executives insight and direction to develop more effective membership marketing programs.
Emerging Hybrid Membership Models for AssociationsTony Rossell
Hybrid membership models take a long term marketing concept called product line extension and apply it to an association’s membership product. Many associations are moving away from a traditional “one size fits all” membership and instead offering a portfolio of membership options that allow a prospect to select a package that best meets their content needs and budget. Hybrid membership models range from a tiered membership structure, to group membership, to an option for selecting either individual or organizationally based membership package. Properly deployed, these new models can help an association increase member engagement, numbers, and revenue.
Three keys to on target membership marketing ready, aim, and fireTony Rossell
Sometimes we can be overwhelmed with the many challenges and opportunities when it comes to membership marketing. My goal today is to try and simplify the steps needed in building a well targeted and effective membership marketing program for your association.
2014 Membership Marketing Benchmarking Presentation by Tony RossellTony Rossell
It is my pleasure to announce the release of the 2014 Membership Marketing Benchmarking Report.
This marks the sixth year that Marketing General Incorporated (MGI) has surveyed associations to better understand what is going on in the membership market and what is working best to recruit members, engage new members, renew existing members, and reinstate former members. It also marks the highest level of association participation with 865 separate associations sharing their data.
The 2014 Report includes new questions related to social media usage, email frequency and open rates, and who pays membership dues (individuals or companies).
A free download of the full report is available from the Marketing General Incorporated website.
Growing Your Association through Innovative Membership ModelsTony Rossell
Developing new membership models take a long term marketing concept called product line extension and apply it to an association’s membership product. Many associations are moving away from a traditional “one size fits all” membership and instead offering a portfolio of membership options that allow a prospect to select a package that best meets their content needs and budget. New membership models range from a tiered membership structure, to group membership, to an option for selecting either individual or organizationally based membership package. Properly deployed, these new models can help an association increase member engagement, numbers, and revenue.
Is it crazy to talk about membership growth in the midst of a recession? Not according to Tony Rossell, Senior Vice President of Marketing General, Inc. As he outlined in his February, Associations Now article, The Upside of Down, “right now is perhaps the best time in recent memory to acquire new members. And organizations that are taking advantage of this are seeing remarkable returns”. But how are associations going about achieving the results that Tony talked about in the article? View his presentation to find out.
The Membership Lifecycle by Tony RossellTony Rossell
Three decades of partnering with associations and other membership organizations has given Marketing General Incorporated unique insights into the workings of successful membership growth management.
The people of MGI have drawn on their experience to develop a comprehensive membership marketing model we call the MGI Membership Lifecycle.
The Lifecycle helps organizations appreciate how an integrated membership marketing methodology can increase success in finding and keeping members.
The MGI Membership Lifecycle segments the membership experience into five consecutive steps:
Awareness … when prospects first discover you.
Awareness is developed through targeted messaging and multichannel brand recognition strategies. Go-to-market research and tactical analysis frame awareness campaigns that build recognition and generate new relationships through information exchange and lead generation.
Recruitment … when prospects choose to try you.
Recruitment utilizes many marketing disciplines that are consistently tested to discover the best performing strategies. This merges market segmentation, creative development, and value driven offers to maximize returns in the most cost-effective ways.
Engagement … when new members feel they belong with you.
Engagement is key to high retention rates and sustained membership growth. Successful engagement programs convert new members into active users of benefits and encourage involvement to build member loyalty. Engagement programs are a crucial lead-in to Renewal.
Renewal … when lapsing members decide whether to keep you.
Renewal is a confirmation of the value members feel they have received from their organization. It is a vote of confidence … or no confidence. Renewals are a critically necessary foundation for organizational growth that demand close attention to process and member communications.
Reinstatement … when former members agree to return to you.
Reinstatement programs offer opportunities for lapsed members to reconsider the decision to join when presented with fresh messaging and perhaps new offers. Reinstatements are a regular component of membership growth programs that every organization should have in place to bring the Membership Lifecycle full circle.
The MGI Membership Lifecycle is a framework to design and implement customized solutions that maximize recruitment, engagement, and retention to optimize membership growth.
Am Cham Worldwide Executive Directors Conferenceguestf2d62c2
Membership marketing – acquiring, engaging, upgrading, and renewing members – is the cornerstone for associations and relationship driven organizations. This presentation outlines the four key strategies needed for success in membership marketing.
The Moery Company helps solve revenue growth problems for our partner associations, whether it’s membership, product, sponsorship, or exhibitor programs. We employ a holistic approach toward identifying the underlying factors contributing to an organization’s revenue stall or design new approaches to help take revenue to the next level. Our careful and methodical approach enables our team to resolve our client’s overall challenge.
Associations Like Business - Moery Co ExamplesJP Moery
JP Moery provides examples of its business review:
How do we compare to Competitors?
Are my Dues too Low?
Who are My Best Members?
How can we Revamp Sponsorships?
Traditionally, associations have been designed to serve either organizational trade members or the individual professionals who work in such organizations. But increasingly, associations are realizing that there is a third option: intentionally designing business models to serve both the individual and the organization. (Presentation at CalSAE Seasonal Spectacular December 2014. Portions of the presentation repurposed from ASAE14, co-presented with Tony Rossell, Marketing General, Inc. and Krista Barnes.)
Capital Investment Case Waterways Corporation is a private.docxhacksoni
Capital Investment Case
Waterways Corporation is a private company providing irrigation and drainage products
and services for residential, commercial, and public sector projects, including farms,
parks, and sports fields. It has a plant located in a small city north of Toronto that
manufactures the products it markets to retail outlets across Canada. It also maintains a
division that provides installation and warranty servicing in the Greater Toronto Area.
The mission of Waterways is to manufacture quality parts that can be used for effective
water management, be it drainage or irrigation. The company hopes to satisfy its
customers with its products, provide rapid and responsible service, and serve the
community and the employees who represent it in each community.
Waterways puts much emphasis on cash flow when it plans for capital investments. The
company chose its discount rate of 8% based on the rate of return it must pay its
owners and creditors. Using that rate, Waterways then uses different methods to
determine the best decisions for making capital outlays.
In 2020 Waterways is considering buying five new backhoes to replace the backhoes it
now has at its installation and training division. The new backhoes are faster, cost less
to run, provide for more accurate trench digging, have comfort features for the
operators, and have associated one-year maintenance agreements. The old backhoes
are working well, but they do require considerable maintenance. The operators are very
familiar with the old backhoes and would need to learn some new skills to use the new
equipment.
The following information is available to use in deciding whether to purchase the new
backhoes.
Old Backhoes New Backhoes
Purchase cost when new $90,000 $200,000
Salvage value now $42,000 None
Investment in major overhaul needed in next year $55,000 None
Salvage value in 8 years None $ 50,000
Remaining life 8 years 8 years
Net cash flow generated each year $25,250 $ 41,000
Instructions
a. Using the following methods, evaluate whether to purchase the new equipment or
overhaul the old equipment. (Hint: For the old machine, the initial investment is the cost
of the overhaul. For the new machine, subtract the salvage value of the old machine to
determine the initial cost of the investment.) Ignore income taxes in your analysis.
1. Use the net present value method for buying new or keeping the old.
2. Use the payback method for each choice. (Hint: For the old machine, evaluate the
payback of an overhaul.)
3. Compare the profitability index for each choice.
4. Compare the internal rate of return for each choice to the required 8% discount rate.
b. Are there any intangible benefits or negatives that would influence this decision?
c. What decision would you make and why?
Capital Investment CaseInstructions
quality
Quality management
principles
http://www.iso.org
This document introduces seven quality .
Check out why associations hire The Moery Company! Since its founding in 2010, The Moery Company has become one of the most respected and successful consulting firms in the non-profit industry. Well-established within the Washington, DC, association market, we help solve revenue growth problems for our partner associations, whether it’s membership, product, sponsorship, or exhibitor programs.
The New World of (Member) Engagement: Great Ideas that Work!eschonher
Member engagement is the foundation to the success of all associations and smart association executives know this. But how do you achieve it? This presentation contains tactical ideas, including effective new member onboarding campaign and the use of data modeling to create personas to better target at risk members, from four well known and respected membership authorities.
Membership Benchmarking Report: How do You Compare?Tony Rossell
How does your association’s membership marketing practices and performance compare to other associations?
Marketing General, Inc. has just publicly released the final report of a Membership Marketing Benchmarking Survey on the tactics and strategies associations use to recruit members, engage new members, renew existing members, and reinstate former members.
The Membership Marketing Benchmarking Report included over 500 participating association executives.
Among the report\'s key findings are that nearly half of the associations surveyed continue membership growth; direct mail is the most effective channel for recruiting new members; offering a first-year dues discount is the most effective membership recruitment incentive; a highly personal approach to new member on-boarding helps retain new members; and continuing renewal contacts and services improves renewal rates.
The goal of membership marketing is to iniate and build a long term relationship with a member. This presentation highlights the five major phases in the membership lifecycle: Awareness, Recruitment, Engagement, InIterdependence, and Renewal.
Improve Membership Marketing Results One Test at a TimeTony Rossell
Perhaps the number one mistake in membership marketing is not conducting marketing tests in each promotion. By not testing, organizations sub-optimize the effectiveness of their marketing. This presentation highlights the power of adding marketing tests in membership promotions and highlights high leverage testing opportunities.
The 2012 Membership Marketing Benchmarking Report surveyed more than 691 association executives to better understand the strategies and tactics they use to recruit, engage, and retain members. The report is the most exhaustive and comprehensive study in the series.
Again this year, a key feature of the report was to cross-tabulate specific marketing practices with reported membership outcomes to determine which practices support better results.
The Benchmarking Report evaluates the relative success of a variety of marketing practices and presents dozens of key findings to give association executives insight and direction to develop more effective membership marketing programs.
Emerging Hybrid Membership Models for AssociationsTony Rossell
Hybrid membership models take a long term marketing concept called product line extension and apply it to an association’s membership product. Many associations are moving away from a traditional “one size fits all” membership and instead offering a portfolio of membership options that allow a prospect to select a package that best meets their content needs and budget. Hybrid membership models range from a tiered membership structure, to group membership, to an option for selecting either individual or organizationally based membership package. Properly deployed, these new models can help an association increase member engagement, numbers, and revenue.
Three keys to on target membership marketing ready, aim, and fireTony Rossell
Sometimes we can be overwhelmed with the many challenges and opportunities when it comes to membership marketing. My goal today is to try and simplify the steps needed in building a well targeted and effective membership marketing program for your association.
2014 Membership Marketing Benchmarking Presentation by Tony RossellTony Rossell
It is my pleasure to announce the release of the 2014 Membership Marketing Benchmarking Report.
This marks the sixth year that Marketing General Incorporated (MGI) has surveyed associations to better understand what is going on in the membership market and what is working best to recruit members, engage new members, renew existing members, and reinstate former members. It also marks the highest level of association participation with 865 separate associations sharing their data.
The 2014 Report includes new questions related to social media usage, email frequency and open rates, and who pays membership dues (individuals or companies).
A free download of the full report is available from the Marketing General Incorporated website.
Growing Your Association through Innovative Membership ModelsTony Rossell
Developing new membership models take a long term marketing concept called product line extension and apply it to an association’s membership product. Many associations are moving away from a traditional “one size fits all” membership and instead offering a portfolio of membership options that allow a prospect to select a package that best meets their content needs and budget. New membership models range from a tiered membership structure, to group membership, to an option for selecting either individual or organizationally based membership package. Properly deployed, these new models can help an association increase member engagement, numbers, and revenue.
Is it crazy to talk about membership growth in the midst of a recession? Not according to Tony Rossell, Senior Vice President of Marketing General, Inc. As he outlined in his February, Associations Now article, The Upside of Down, “right now is perhaps the best time in recent memory to acquire new members. And organizations that are taking advantage of this are seeing remarkable returns”. But how are associations going about achieving the results that Tony talked about in the article? View his presentation to find out.
The Membership Lifecycle by Tony RossellTony Rossell
Three decades of partnering with associations and other membership organizations has given Marketing General Incorporated unique insights into the workings of successful membership growth management.
The people of MGI have drawn on their experience to develop a comprehensive membership marketing model we call the MGI Membership Lifecycle.
The Lifecycle helps organizations appreciate how an integrated membership marketing methodology can increase success in finding and keeping members.
The MGI Membership Lifecycle segments the membership experience into five consecutive steps:
Awareness … when prospects first discover you.
Awareness is developed through targeted messaging and multichannel brand recognition strategies. Go-to-market research and tactical analysis frame awareness campaigns that build recognition and generate new relationships through information exchange and lead generation.
Recruitment … when prospects choose to try you.
Recruitment utilizes many marketing disciplines that are consistently tested to discover the best performing strategies. This merges market segmentation, creative development, and value driven offers to maximize returns in the most cost-effective ways.
Engagement … when new members feel they belong with you.
Engagement is key to high retention rates and sustained membership growth. Successful engagement programs convert new members into active users of benefits and encourage involvement to build member loyalty. Engagement programs are a crucial lead-in to Renewal.
Renewal … when lapsing members decide whether to keep you.
Renewal is a confirmation of the value members feel they have received from their organization. It is a vote of confidence … or no confidence. Renewals are a critically necessary foundation for organizational growth that demand close attention to process and member communications.
Reinstatement … when former members agree to return to you.
Reinstatement programs offer opportunities for lapsed members to reconsider the decision to join when presented with fresh messaging and perhaps new offers. Reinstatements are a regular component of membership growth programs that every organization should have in place to bring the Membership Lifecycle full circle.
The MGI Membership Lifecycle is a framework to design and implement customized solutions that maximize recruitment, engagement, and retention to optimize membership growth.
Am Cham Worldwide Executive Directors Conferenceguestf2d62c2
Membership marketing – acquiring, engaging, upgrading, and renewing members – is the cornerstone for associations and relationship driven organizations. This presentation outlines the four key strategies needed for success in membership marketing.
The Moery Company helps solve revenue growth problems for our partner associations, whether it’s membership, product, sponsorship, or exhibitor programs. We employ a holistic approach toward identifying the underlying factors contributing to an organization’s revenue stall or design new approaches to help take revenue to the next level. Our careful and methodical approach enables our team to resolve our client’s overall challenge.
Associations Like Business - Moery Co ExamplesJP Moery
JP Moery provides examples of its business review:
How do we compare to Competitors?
Are my Dues too Low?
Who are My Best Members?
How can we Revamp Sponsorships?
Traditionally, associations have been designed to serve either organizational trade members or the individual professionals who work in such organizations. But increasingly, associations are realizing that there is a third option: intentionally designing business models to serve both the individual and the organization. (Presentation at CalSAE Seasonal Spectacular December 2014. Portions of the presentation repurposed from ASAE14, co-presented with Tony Rossell, Marketing General, Inc. and Krista Barnes.)
Capital Investment Case Waterways Corporation is a private.docxhacksoni
Capital Investment Case
Waterways Corporation is a private company providing irrigation and drainage products
and services for residential, commercial, and public sector projects, including farms,
parks, and sports fields. It has a plant located in a small city north of Toronto that
manufactures the products it markets to retail outlets across Canada. It also maintains a
division that provides installation and warranty servicing in the Greater Toronto Area.
The mission of Waterways is to manufacture quality parts that can be used for effective
water management, be it drainage or irrigation. The company hopes to satisfy its
customers with its products, provide rapid and responsible service, and serve the
community and the employees who represent it in each community.
Waterways puts much emphasis on cash flow when it plans for capital investments. The
company chose its discount rate of 8% based on the rate of return it must pay its
owners and creditors. Using that rate, Waterways then uses different methods to
determine the best decisions for making capital outlays.
In 2020 Waterways is considering buying five new backhoes to replace the backhoes it
now has at its installation and training division. The new backhoes are faster, cost less
to run, provide for more accurate trench digging, have comfort features for the
operators, and have associated one-year maintenance agreements. The old backhoes
are working well, but they do require considerable maintenance. The operators are very
familiar with the old backhoes and would need to learn some new skills to use the new
equipment.
The following information is available to use in deciding whether to purchase the new
backhoes.
Old Backhoes New Backhoes
Purchase cost when new $90,000 $200,000
Salvage value now $42,000 None
Investment in major overhaul needed in next year $55,000 None
Salvage value in 8 years None $ 50,000
Remaining life 8 years 8 years
Net cash flow generated each year $25,250 $ 41,000
Instructions
a. Using the following methods, evaluate whether to purchase the new equipment or
overhaul the old equipment. (Hint: For the old machine, the initial investment is the cost
of the overhaul. For the new machine, subtract the salvage value of the old machine to
determine the initial cost of the investment.) Ignore income taxes in your analysis.
1. Use the net present value method for buying new or keeping the old.
2. Use the payback method for each choice. (Hint: For the old machine, evaluate the
payback of an overhaul.)
3. Compare the profitability index for each choice.
4. Compare the internal rate of return for each choice to the required 8% discount rate.
b. Are there any intangible benefits or negatives that would influence this decision?
c. What decision would you make and why?
Capital Investment CaseInstructions
quality
Quality management
principles
http://www.iso.org
This document introduces seven quality .
Check out why associations hire The Moery Company! Since its founding in 2010, The Moery Company has become one of the most respected and successful consulting firms in the non-profit industry. Well-established within the Washington, DC, association market, we help solve revenue growth problems for our partner associations, whether it’s membership, product, sponsorship, or exhibitor programs.
The New World of (Member) Engagement: Great Ideas that Work!eschonher
Member engagement is the foundation to the success of all associations and smart association executives know this. But how do you achieve it? This presentation contains tactical ideas, including effective new member onboarding campaign and the use of data modeling to create personas to better target at risk members, from four well known and respected membership authorities.
Purchasing cooperatives have become an essential tool for many businesses and organizations. Purchasing cooperatives help members improve their competitiveness, and leverage their combined purchasing volumes into savings and efficiencies. In this four-part educational series, co-op developers will learn the strategies and the development process for starting a purchasing cooperative.
Attendees will learn how to:
Recognize the benefits of purchasing cooperatives
Define the types of cooperative purchasing
Define key factors in the feasibility of purchasing
cooperatives
Understand major steps in starting a purchasing cooperative
Part III: Feasibility of a Purchasing Co-op
Economics of starting a purchasing co-op
The chicken & egg situation
Ten qualifying questions
Full loop analytics framework (English version)Sol Mesz
We know that a product is viable when User, Product and Business aspects are equally represented.
But when we look at existing metrics frameworks we see that most focus on isolated parts of the triad.
The Full Loop Analytics framework, is a new metrics framework that provides a holistic view of the performance of a product by looking at its 3 key dimensions: user, product and business.
This way of looking at metrics takes organizations out of a fragmented vision and moves them into a holistic one. In other words, this framework takes organizations from output to outcome focused product metrics.
Strategies to Improve the Membership Life CycleCathi Hight
• How we recruit members that are most likely to renew?
• How do we improve 1st year retention?
• What are the best ways to increase engagement?
The Membership Life Cycle focuses on implementing best practices for acquisition, ensuring that members are well integrated into our communities, influencing engagement, and a successful renewal process. This is an ongoing cycle that we must manage and continuously improve on.
Explore the best strategies for acquiring, integrating, engaging and renewing members!
In this prescriptive breakout session learn what successful Solution Providers are doing to build their Cloud/Mobility business. This workshop is designed for Solution Provider new to cloud/mobility marketplace or have not yet seen success. Success in the new marketplace starts with a Practice Statement, entails new ideas on building marketing savvy and better sales execution. We will cover a variety of tools, tips and techniques partners are using to drive Cloud /Mobility success.
Topics:
• Why you need to create a Practice Statement
• Aligning your marketing message to fit your Cloud strategy
• Building your Cloud marketing program that is unique and is active
• Creating a sales mentality and compensation program that works
• Developing a Business Guidance sales mentality
http://www.ingrammicrocloud.com
Joining NPAworldwide - A split-fee recruiting network
For more than 50 years, NPAworldwide has been connecting independent global recruiting firms to facilitate split placements. NPAworldwide is the oldest recruiting network of its kind, with an international membership of recruiting firms located throughout Europe, Asia, Australia, Africa and the Americas.
Similar to Am cham worldwide executive director's conference cairo (20)
The One-Page Membership Recruitment PlanTony Rossell
An association’s membership recruitment often suffers because of the lack of a specific strategy to grow membership or because the plan is so complex that it hinders implementation. These challenges can be solved by developing a concise one-page membership recruitment plan that incorporates the critical elements for establishing a successful program. The one-page plan helps you be laser-focused, nimble, adaptable, and action-oriented. Learn the five drivers for a high-performance recruitment program: targeting, channels, offers, messaging, and economics. Then using a simple one-page template, learn how these elements can be combined to build an effective plan to direct the recruitment strategy for your team and your organization.
The Seven Deadly Sins of Membership MarketingTony Rossell
Often the secret to a thriving membership is not so much working harder. Instead, success can be driven by understanding and removing an impediment that holds back growth. By identifying the challenges and eliminating the roadblocks, membership programs can flourish. This session is designed to diagnose the seven deadly sins of membership marketing and provide insights to remove them and allow membership efforts to advance.
Diagnosing and solving membership marketing challenges Tony Rossell - mgiTony Rossell
As with anything in life, there are levers that save time, energy, and resources. This is also true in developing a membership marketing plan. This presentation provides insights to help you better understand what might be keeping your organization from realizing membership success and gives the solutions to help build a thriving membership program.
Emerging Association Membership ModelsTony Rossell
As they look to the future, many membership groups are looking for ways to either increase revenue of cut costs. To achieve this, they are introducing new membership models. Here are some of the successful models that associations are putting in place to replace the traditional one size fits all structure.
The 2017 Membership Marketing Benchmarking Report continues to highlight the growth and resilience for membership associations, as many more associations are reporting an increase in their membership (46%) compared to those citing a membership decline (25%). While associations are facing both external and internal challenges, successful associations are engaging members with new products and services that deliver what members want, when they want it.
Important topics covered in this edition of the report include:
· The five-year association membership growth trends.
· The biggest challenges reported in growing membership.
· The average and median renewal rates for associations.
· The top reasons for members joining.
· The top reasons for members not renewing.
· The communication methods to engage new members.
· The most popular social media used by associations.
· The number of email contacts per week and open rates.
· The frequency and amount of dues increases.
From Legacy Programs to Emerging Digital and Data Best PracticesTony Rossell
The methods that associations use to get, involve, and renew members is changing forever.
The digital revolution allows you to speak to your members, and the prospects that look just like them, 24/7 anywhere they live online with almost instantaneous feedback and tracking.
The data revolution allows you to speak specific messages to specific segments of your members and prospects driven by their activity, purchases, demographics, and firmographics.
Membership marketing benchmarking report tony rossellTony Rossell
The annual Membership Marketing Benchmarking Report is produced by Marketing General, Inc. (MGI).
MGI sprecializes in helping membership organizations recruit and retain members.
Visit www.MarketingGeneral.com for more information.
'Know the numbers' is the best advice that anyone can give you when it comes to membership marketing. Knowing the numbers can help answer key marketing questions like: 'What is the value of a member?', 'How much can I afford to spend to obtain a member?', and 'What is my membership retention rate?
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
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3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Digital Transformation and IT Strategy Toolkit and Templates
Am cham worldwide executive director's conference cairo
1. How to Develop and Manage a
Successful Membership Marketing
Program
AmCham Worldwide Executive Director’s Conference
Cairo, Egypt
Presented by
Tony Rossell
Senior Vice President
Marketing General, Inc.
2. Developing a Membership Strategy
“There is nothing like a crisis to clarify
the mind. In suddenly volatile and
different times, you must have a
strategy”
Richard P. Rumelt, Strategy in a ‘structural break’, Mckinsey Quarterly, December
2008.
3. What is membership marketing?
• Membership Marketing is a subset
in the field of Relationship Marketing
• Membership is a customer model
being adopted by many other
industries and organizations.
• Membership Marketing is the
process of acquiring, engaging,
upgrading, and renewing members.
4. How to be a Strategic Membership
Marketer
The four strategic areas for success in
membership marketing:
– Economics – Why
– Market -- Who
– Product – What
– Promotion – How
Goal: Take away at least one key
opportunity for your AmCham from
each of these four strategies.
6. What is the basic marketing
measure?
Response Rate
• Response rate measures the number of prospects
who responded to a marketing effort.
– Total number of responses / Total number of
prospects contacted X 100.
– Example: (50/ 10,000) x 100 = .50%
7. How many members do we keep?
Renewal Rate
• Renewal Rate measures the number of members
kept over a given period of time -- usually during a
fiscal or calendar year.
• Total Number of Members Today (minus 12
months of new members) / Total Number of
Members in Previous Year
• Example: (10,500 – 1,500)/10,000 = 90% Renewal
Rate
8. How long do members stay?
Average Tenure
• Average Tenure measures how long on average a
member stays with an association.
• Reciprocal of Renewal Rate: 1 – Renewal Rate or,
1 - .90 = .10
• Example: Divide Reciprocal into 1, or, 1 /.10 = an
Average Tenure of 10 years
9. How much are members worth?
Lifetime Value (LTV)
• Assume US $1,000 / Year Dues and US $500 / Year in NonDues Revenue
· (Dues + Non-Dues Revenue) x Average Tenure = LTV
· Example: ($1,000 + $500) x 10 = $15,000 LTV
Maximum Acquisition Cost (MAC)
• Assume Incremental Servicing Costs = $200 and Cost of
Goods Sold = $250
· (Dues + Non-Dues Revenue) - (Incremental Servicing Costs +
Costs of Goods Sold) x Avg. Tenure = MAC
· Example: (($1,000 + $500) - ($200 + $250)) x 10 = $10,500
MAC
10. Where is membership headed?
Membership Steady State
• Annual New Member Input / Reciprocal of Renewal Rate (or
Lapse Rate) Shown as a Decimal = Total Membership Steady
State.
• For example, 500 New Member Input / .20 Lapse Rate = 2,500
Total Membership.
11. What’s the best strategy?
• Focus on acquisition by prioritizing the
membership-marketing budget to maintain
the current 75% renewal rate and add 800
new members each year.
• Focus on renewals by prioritizing the
membership-marketing budget to achieve an
85% renewal rate and maintain the current
level of 200 new members who join during
the year.
• Focus on a balanced approach by prioritizing
the membership-marketing budget to
achieve an 80% renewal rate and adding
500 new members each year.
12. Strategy Impacts Outcomes
• The first option with a 75% renewal rate and
800 new members per year will achieve a
total membership of ____ members over
time.
• The second option with an 85% renewal rate
and 200 new members per year will achieve
a total membership of ____ members over
time.
• The third option with an 80% renewal rate
with 500 new members per year will achieve
a total membership of _____ members over
time.
13. Case Study
The AmCham ABC last year had 10,000 members.
This year 1,500 new members were added to the
association. 600 of these new members were
attributed to two direct mail campaigns of 40,000
pieces each. Membership acquisition mailings cost
$750 per thousand pieces mailed. The
membership now stands at 10,500. Membership
dues are $500 a year. The average non-dues
revenue is $250 a year per member. Incremental
servicing costs average $100 per member. On
average, the cost of goods sold is 25 percent of the
sales price.
14. Exercise - Numbers
Please determine the following for
AmCham ABC:
– Acquisition Response Rate
– Association’s Renewal Rate
– Cost to obtain a member
– “Lifetime Value” of a Member
– “Maximum Acquisition Cost”
– “Steady State” Membership of ABC
Association
15. Exercise -- Strategy
• Based on the member economics,
what would you recommend as a
strategy going forward for this
organization? Some possible
recommendations are:
– Move monies from acquisition to retention.
– Increase member acquisition.
– Stay the course. Don’t change anything.
16. Market
• Serve a Market, Not a Product
(What do members use and value?)
–
–
–
–
Awareness
Usage
Importance
Loyalty (not satisfaction)
• Use behavior and characteristics to
segment your market
• Spend time, energy, and resources
on top prospects.
17. Product Awareness and Usage
Service
Position
Total
Board Member
Superintendent
Aware
83.0%
77.8%
90.8%
Used*
68.0%
67.3%
69.0%
Aware
74.2%
61.4%
93.4%
Used*
81.6%
72.1%
91.0%
Aware
70.5%
64.5%
79.5%
Used*
48.4%
47.3%
49.8%
Aware
55.6%
47.4%
67.8%
Used*
41.9%
38.6%
46.2%
Administrative Procedures
Project
Aware
48.4%
39.6%
61.5%
Used*
38.5%
34.0%
42.9%
E-tools for Boards and
Districts
Aware
42.4%
38.1%
48.7%
Used*
28.0%
32.1%
22.7%
Aware
37.7%
29.3%
50.2%
Used*
44.4%
38.3%
49.6%
Policy Manual Customization
Policy Reference Education
Subscription Service
(PRESS)
Policy Manual Update
School Board Policies Online
PRESS Plus
21. Look for Thriving People,
Companies, and Sectors
“Prosperity, success and happiness at
work encourage association membership,
because associations are where the
winners meet in many professions.”
– 79% of association members “very happy in
job”
– 49% of association members “very happy in
job”
Arthur C. Brooks, PhD., Where the Winners Meet: Why Happier, More Successful
People Gravitate toward Associations, The William E. Smith Institute for Association
Research, January 2008, page 13.
22. Product
• Value Proposition
• Product Line Extension (Increasing
share of wallet)
– Product Packaging (Don’t sell a “black” Ford)
• Pricing
– Maximizing revenue through the inelastic dues demand of
membership
23. Product -- Value Proposition
“The message . . . Is that no company
can succeed today by trying to be all
things to all people. It must instead find
the unique value it alone can deliver to
a chosen market.”
Treacy and Wiersema, The Discipline of Market Leaders, page xiv
24. Product -- Value Proposition
Vision
Reward
Relationship
What separates you from all
other organizations?
ASAE’s Decision to Join -research of 16,944 members and
former members from 18
associations -- highlights these
components of value that a
member is looking to receive.
25. Product -- Defining Elements
•
Vision – When we cast a vision for members that
together we can do more than we can do alone, we
create a compelling answer to the question, “Why
belong to this organization?”
•
Reward – Members want tangible value to support
their continued membership with product that
makes a difference in their lives or career. This
answers the question, “What’s in it for me?”
•
Relationship – We are a communal people. We
want to be around people that we can help and that
can help us. Relationship can be with staff or other
members and face to face or electronic. It answers
the question, “Who can I connect to here?”
26. Sample Value Proposition
“SMPS is a community of marketing and business
development professionals working to secure
profitable business relationships for their A/E/C
companies. Through networking, business
intelligence, and research, SMPS members gain a
competitive advantage in positioning their firms
successfully in the marketplace. SMPS offers
members professional development, leadership
opportunities, and market-ing resources to
advance their careers. SMPS is the only
organization dedicated to creating business
opportunities in the A/E/C industry.”
27. Product -- Exercise
• Discussion of value proposition
• Drafting a value proposition for your
organization
• Sharing your value proposition
28. Product Line Extension
“Product line extension -- adding
depth to an existing product line by
introducing new products in the
same product category; product line
extensions give customers greater
choice and help to protect the firm
from a flanking attack by a
competitor."
The Marketing Dictionary
29. Product Line Extension
•
•
•
•
•
Express Membership -- $29: online only services
Basic Membership -- $49: online services plus
subscriptions to the monthly periodical and
newsletter
Comprehensive Membership -- $89: basic benefits
plus 5 association books shipped as they are
published
Premium Membership -- $219: all of the above plus
an additional newsletter, four additional books and
a $100 professional development voucher
Institutional Membership -- $899: a package that
includes one Premium membership and 10 Basic
memberships
30. Product -- Pricing Increases
• Association Dues Increase
Research
– Association memberships will support an
increase as high as 11% to 20%.
– Associations in the study raising dues by 11%
to 20% had the highest percentage of revenue
increase, no reported revenue decrease and
the lowest percentage of stagnant revenue.
Full Dues Increase Study can be found at
http://tinyurl.com/mmduesincrease
31. Product – Price Points
A New Zealand study found the
following:
• 87% of prices were defined as odd
prices
• 60% of prices ended in the digit 9
• 30% of prices ending in the digit 5
Judith Holdershaw, Philip Gendall and Ron Garland, The Widespread Use of Odd
Pricing in the Retail Sector, Marketing Bulletin, 1997.
32. Promotion
• Flawed Strategies
– “If you build it, they will come” – Field of
Dreams
– “If someone comes to you with a 'great'
product that just needs some
marketing, the game is probably
already over.” -- Seth Godin’s Blog
– Stop marketing in a bad economy.
33. Another View
“It is well documented that brands
that increase advertising during a
recession, when competitors are
cutting back, can improve market
share and return on investment at
lower cost than during good
economic times.”
John Quelch, Marketing Your Way Through a Recession, Harvard Business School,
March 3, 2008
34. Promotion
Three Foundations of Promotion
1. Hypothesizing – Start each promotion with
the question, “What cool stuff can we do?”
–
–
–
–
–
–
–
–
Can we combine?
Can we add?
Can we eliminate?
Can we make an connection?
Can we simplify?
Can we substitute?
Can we reverse?
Can we copy (adapting best practices)?
Bob Stone, Successful Direct Marketing Methods.
35. Promotion – How to Validate?
2. Testing – Reveals 1,000% Variance in
Response
–
–
–
–
–
–
Lists
Channel (mail, email, FAX, phone, face to face)
Offers (discounts, trials, premiums)
Messages (gain, fear, pain)
Payment Options (ACCR and installment billing)
Format Graphics
3. Tracking – Benchmarking success
36.
37. Promotion
“Successful companies are learning
companies. They collect feedback from the
marketplace, audit and evaluate results, and
take corrections designed to improve their
performance. Good marketing works by
constantly monitoring its position in relation
to its destination.”
Philip Kotler, Kotler on Marketing, page 34
40. Awareness
• Defined: The process of establishing your
brand in the minds of prospective
members.
• Members do not join an organization they
do not know, so “90% of success is just
showing up.”
–
–
–
–
–
–
Search Engine Optimization (SEO)
Free Email Newsletter
Online PR Releases (i.e. PR Web)
Word of Mouth Marketing
Social Media (LinkedIn, Twitter)
Development and Participation in Blogs
• Goal – Build Mind Share (and Prospect
Database)
41.
42. Free Email Newsletter
A key step to
building a
database of
prospective
members and
making them
aware of your
organization and
activity is to offer a
free email
newsletter.
43. Recruitment
• Definition: The process of inviting
new members to join your
organization.
• Push vs. Pull Products -Membership is a “PUSH” product
44. 7 Top Recruitment Tips
1. Begin each and every campaign by thinking
creatively and asking “WHO MIGHT BE
INTERESTED IN JOINING?” Then search out lists
that contain these potential members.
2. Develop a special offer to answer your prospect’s
question: “WHY JOIN NOW?”
• Dues Discount
• No-Obligation
• Guarantees
• Installment Billing
1. Carefully develop a strong Unique Selling
Proposition (USP). The USP answers the
prospect’s question of “WHY THIS
MEMBERSHIP?”
45. Why People Buy
Pain
In trouble and want to get out of it.
A
Present
Present
Future
Future
Fear
Gain
See trouble coming
and want to avoid it.
B
Can visualize something great
and want to experience it.
C
46. Your USP for Membership
As employment and consumer spending slows, manufacturing
professionals are concerned. So how can you prepare for change, build
your skills and position yourself for career success? See details inside...
47. 7 Top Recruitment Tips
4. Build your promotion around a metaphor -something a prospect will recognize and know what
to do with. Try using an invitation, survey,
certificate, or temporary membership card format.
5. Write your promotion in terms of a conversation
between a salesperson and a prospective member.
Ask and answer the questions any prospective
member would ask (e.g., “IT SEEMS TOO
EXPENSIVE”, or "I’M NOT SURE IT WILL BE
USEFUL TO ME.")
6. If you are using direct mail, make the investment in
a computer-personalized format (i.e., lasering the
name and address on the letter and reply).
7. Before you send out your promotion, be sure to set
up a system to accurately track responses.
48. Engagement
• Definition: The process of moving
members from observers into users
of the resources made available by
your organization.
• The first year of membership is the
“Conversion Year”
• Members Who Interact Convert
49. Impact of 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.
50. Renewal
• 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.
– Renewals are the members chance to “vote” on the
value of what you have provided to them.
• The number one reason members
give for not renewing is: “I
FORGOT”
– Renewal keys: Frequency, Intensity, Duration
51. Renewal Frequency and Timing
Month
Activity
1
Renewal Acknowledgment e-mail
2
New Member “Special Offer”
3
4
New Member Survey
5
NCOA/fax/email/phone append
6
7
8
Pre-renewal “Early Bird” Email
9
Mail notice # 1 & Email
10
Mail notice # 2 & Email
11
Mail notice # 3 & Email
12
Expire email or fax renewal
13
Telemarketing
14
Mail notice # 4 & Email
52. Reinstatement
• Definition: The process of re-introducing
yourself to your former member.
• Reinstatement programs test the
effectiveness of your renewal program.
– "Look not where you fell, look where you slipped." - African
Proverb
• Many organizations are sitting on
hundreds of members just waiting to
return.
53. What Lapsed Members Say
Likelihood to Renew Membership in the Future
Among lapsed members
Very/Somewhat
Unlikely
25%
Neither Likely nor
Unlikely
16%
Very Likely
25%
Somewhat Likely
34%
54. Growth Strategy
“Growth endures not because of
fortuitous demand, a hot
product, or any single tactic.
Growth endures when
management follows a portfolio
of disciplines to ensure that a
broad set of growth
opportunities are identified and
captured as routinely as costs
are controlled and processes
are improved.”
Michael Treacy, Double-Digit Growth
55. Tony Rossell
Tony serves as the senior vice president of
Marketing General, Inc., an Alexandria, Virginiabased firm that specializes in membership
marketing solutions for associations. A frequent
write and speaker on marketing topics, Tony is a
contributing author to two books, Membership
Marketing (ASAE 2000) and Membership
Essentials (ASAE 2008). He writes the
Membership Marketing Blog. Contact Tony at 703706-0360 or Tony@marketinggeneral.com.
Editor's Notes
“After all, human beings are deeply social creatures. We desire to live, love and work with others whom we know and who know us. And so did our ancestors, whose membership to small groups helped protect them from the weather and from predators. Belonging to a group gave them- and gives us- a chance to thrive.”[1]
[1] Gerda Wever-Rabebl, The Anthropology of Belonging: The Need for Social Inclusion.
http://anthropology.suite101.com/article.cfm/the_anthropology_of_belonging#ixzz0DLfuCPRh&A
Option 1 – 3,200 members
Option 2 – 1,333 members
Option 3 – 2,500 members
Acquisition Response Rate -- .75%
Association’s Renewal Rate – 90%
Cost to obtain a member -- $40 on total or $100 from campaign
“Lifetime Value” of a Member -- $7,500
“Maximum Acquisition Cost” -- $5,875
“Steady State” Membership of ABC Association – 15,000
Here is an example how data can help segment your market. We matched the membership of companies using aircraft up against a large database with lots of details on aircraft types. We found 5 or 6 key predictors of types of aircraft that matched members.
[1] Society for Marketing Professional Service (SMPS), CLU Apr May Jun 2009