Associations often tout discounted products and services as a primary membership benefit, but how effective are discounts in retaining or engaging members? There is indeed a better way to create lasting value for members—by rewarding them! Based on the neuroscience behind member loyalty, learn how rewards programs can help better deliver your association’s messages, increase engagement, and strengthen member loyalty.

1. Why Is This Important?

2. Answer These Questions:
 What does the idea of loyalty mean to your association;
your members?
 How do rewards tie into your thinking on association
membership?
 What are behaviors in member support and community do
you want to have in your association: casual users?/
proactive advocates?

3. The Science Behind Loyalty
Rewards One Principle
Gratification
Role in Decision Making

4. Loyal Members
are the
Lifeblood
of any Association

5. Rewards & Recognition
Start With End in Mind?
What Behavior Do You Seek?
Rewards are not one size fits all!
The moment people in an organization are
recognized, they will act to get recognition.
The moment they realize that the organization
rewards for the right behavior, they will
accept it. Peter Drucker - WSJ

6. Source: http://www.maritzmotivation.com/maritzmotivationsolutionsblog/sales_incentives/sales-
incentive-program/

7. Rewards
Should Be:
• Fun & Guilt Free
• Meaningful
• Easy to Achieve
• Long Term Memory Value
 Positive, Immediate and Certain
 Change requires a motivator - what gets
rewarded gets done
 Award needs to have meaning and be
beyond the living basics
 Reinforcement to motivate future behavior

8. Communicate Value By sharing:
> Offers
> Updates
> Balances
> Program/Brand Info
Through Methods:
V Email
V Articles
V Direct Mail
V Flier Placement
V Web banner ads
V F2F
V Social Media

9. Reward
Communications
Get Read
This Provides More Opportunities

10. Types of Reward
Programs
• Honor & Recognition
• Service Years
• Points
• Tiered Points
• Upfront Fee
• Coalition
• Gamification

11. Reward Program
Implementation
• Build Loyal Member Profile Based
on Member Behaviors
• Ask Appropriate Questions
• Understand Costs
• Understand Technology
• Choose One Program or Mix it Up
• Communicate Value
• Communicate Value
• Communicate Value

13. Questions?

14. Contact Us
Bonnie Fedchock, CAE
Executive Director
National Association for Catering
& Events
bfedchock@nace.net
www.nace.net
Giulietta Versiglia
Champion of Marketing &
Products
Affinity Center International
giulietta.versiglia@affinitycenter.com
www.affinitycenter.com
David Carrithers
President & Managing Director
Affinity Center International
david.carrithers@affinitycenter.com
www.affinitycenter.com