Chapter Leadership Forum sessions July 15, 2018 for ASHE training on Membership Growth, Retention and Revenue

1. Chapter Leadership Forum
July 15, 2018 | Seattle, Washington

2. Welcome
& Introductions
Carolyn Price, CAE

3. Agenda
• Panel Discussion on Growth
• Association Marketing for Busy People
Track 1
Growth
• Panel Discussion on Retention
• Engagement Strategies for Retention
Track 2
Retention
• Panel Discussion on Revenue Success
• Simple Strategies to Bring in More Revenue
Track 3
Revenue

5. Success Stories
Lydia Rudy, Association Executive

6. Association
Marketing for
Busy People
@JulieNiehoff

7. What are you
currently doing
for marketing?

9. Start where you are.
Use what you have.
#YouCanDoThis
Slides available on
Slideshare.net & Social Media

10. What is marketing, really?

11. What is marketing, really?
Easy 3-Step Definition
1. Define an audience
2. Send something specifically for them
3. Elicit a physical and measurable response

12. Step 1. Defining An Audience

13. Audience
• A group of people with something in common
• Can be very simple or complex
• This is not a one-time thing, you will do it all the time

14. Step 2. Send something specifically for them

15. Have you ever felt valued when you get
a letter that starts “Dear Valued Customer”?

16. Step 3. Elicit a physical and measurable response

17. Some examples…
• A click
• A phone call
• Signing up for your event
• Buying a copy of your book
• Replying to your email
• Walking in to your office
• Setting an appointment
• Volunteering
• Donating something
• Bringing a friend along

18. It does not have to be complicated.

19. There is no failure
in marketing.

20. If you get nothing else from today, take this one thing.
“If you are not measuring…
you are not marketing.”
@JulieNiehoff

21. Time, Money & Energy
DISCUSSION
-- Where do you find your best customers?
-- What are your best tip for leads?
Biggest
Fans
Strangers
& Prospects
Where we tend to spend …

22. Time, Money & Energy
DISCUSSION
-- Where do you find your best customers?
-- What are your best tip for leads?
Strangers
& Prospects
Flip the funnel.
Biggest
Fans

23. Expand your sphere of influence.
It’s not about
who’s on your list.
It’s about who’s
on theirs.

24. Tools We Love
• YourMembership
• MemberClicks
• WildApricot
• Evernote
• Trello or Basecamp
• MailChimp, Constant Contact
• Slack
• Calendly
• SmartSheet
• Sideline

25. Let’s take a break.
UP NEXT: Member Retention Panel

27. Success Stories
Lydia Rudy, Association Executive

28. Engagement
Strategies for
Retention
@JulieNiehoff

29. Less is almost always more.

30. Does anyone in this room
Want a long email from
anyone else in this room?

31. What should I write about?

32. Curate more
than you create.

33. Now, Later or Never

34. The Single Most Important
part of your message might
surprise you…

35. #2 Subject or Headline
Use the
222 Principle

36. Do you know your NPS?

37. Time for a break.
UP NEXT: Generating Revenue

38. Revenue

39. Success Stories
Lydia Rudy, Association Executive

40. Simple Strategies
to Bring In
More Revenue
@JulieNiehoff

41. Most of your marketing will be
accessed on a mobile device.
• Single Column
• Larger Fonts

42. Reduce
Decisions
And follow the new
rule of thumb.

43. Timing your messages
for maximum impact.

44. Do not write this down.
• 10am – 4pm Tuesdays and Thursdays
• Then first thing Monday or last thing Friday
• Now go look at your inbox during those times.
Note – it is not a one size fits all situation.

45. Try to AVOID
• Sending when everyone else does
• Disrupting the work day if possible
Try to time your message by group,
for convenient, natural ability to react.

46. Do not be romanced
by a high open rate.

47. Tools We Love
• WordSwag
• Ripl
• Canva
• Snappa
• Survey Monkey
• Hootsuite
• UpContent
• IFTTT

48. Start where you are.
Use what you have.
#YouCanDoThis
Slides available on
Slideshare.net & Social Media

49. Closing Remarks
Carolyn Price, CAE