Chapter Benchmarking Report: What the Data, Success Stories & Opinions Tell Us
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This document contains information from a presentation about benchmarking chapter performance. It includes data on how chapters operate, their activities, membership, and performance metrics. Some key findings are that most chapters track member count and events, two-thirds require affiliation agreements, and networking and education are top programs. Performance tracking has increased, with more chapters measuring retention, recruitment, and participation. The presentation discusses using data to demonstrate chapter value and alignment. It provides examples of chapters that have increased engagement through metrics like number of events and differentiated programming.
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Chapter Benchmarking Report: What the Data, Success Stories & Opinions Tell Us
- 1. Climbing to the Top: Chapter Data That Drives Innovation What is the role of chapters? Are chapters still relevant? How does our chapter program compare? Peter Houstle Co-Founder & CEO Mariner Management & Marketing
- 2. Benchmarking: A look at the past to predict the future design
- 4. What’s Important… Auto Manufacturer: SALES • Silver - 28.1% • White - 11.8% • Light Brown - 11.6% • Black - 11.2% • Med Dk Blue - 9.5% • Med Red - 7.6% • Med. Dark Gray - 6.2% • Med Dark Green - 5.3% • Gold - 3.4% • Dark Red - 2.6% Insurance Company: LOSS • Gender and Age • Marital Status • Where You Live • Credit Score • Profession • Safety Rating • Vehicle Size • Age of the Car
- 6. Let’s Chat Why do you benchmark?
- 7. Download the report at http://bit.ly/chapterbenchmark2019 2019 Chapter Benchmarking Report
- 8. What did we measure?… Mission? Organization (how they operate) 21 questions Activities (what they do) 1 question (a big one!) Membership (who they serve) 4 questions Performance (how well they do it) 9 questions . INPUTS OUTCOMES
- 9. Separately Incorp/Chartered 49% Independent Affiliates 23% Wholly Owned Subsidiaries 19% Relationship A few highlights…
- 10. Contingent Membership 66% Unified Dues 40% HQ Collects Dues 56% Relationship A few highlights… Membership & Dues
- 11. Networking & education top the list Relationship A few highlights… Membership & Dues Programs & Services
- 12. 89% require affiliation agreement or charter Relationship A few highlights… Membership & Dues Programs & Services Affiliation Agreements
- 13. Event Promotion Database Management Start-up Kit Dues Invoicing Relationship A few highlights… Membership & Dues Programs & Services Affiliation Agreements HQ Support
- 14. Formal Assessment Tool - 29% • Retention • Recruitment • Engagement Relationship A few highlights… Membership & Dues Programs & Services Affiliation Agreements HQ Support Performance Metrics
- 15. Poll Which of the following data points do you track at the chapter level? (Check all that apply) Member Count Number of Events Retention Event Registrations Recruitment Product Sales Volunteer Count Other Leadership Succession
- 16. 2016 vs 2019 | What we’re measuring 2019 2016 Change Retention 71% 41% 30% Recruitment 64% 40% 24% Participation 55% 27% 29% Satisfaction 39% 24% 15% Event evaluations 38% 25% 13%
- 17. 2016 vs 2019 | Affiliation requirements 2019 2016 Change Leadership positions filled 67% 45% 22% A specific number of members 61% 34% 27% Annual report of activities/achievements 52% 33% 19%
- 18. 2016 vs 2019 | Importance/Effectiveness 2019 2016 Importance Effectiveness Gap * Importance Effectiveness Gap * Member Engagement 4.5 2.8 -1.8 3.4 2.2 -1.2 Leadership Development 4.0 2.4 -1.6 2.9 1.8 -1.1 Member Recruitment 4.0 2.4 -1.6 2.9 1.9 -1.0 Professional Development 3.7 2.8 -0.9 2.9 1.8 -1.1
- 19. 2016 vs 2019 | Issues … 2018 2016 Change Quality Control 40% 29% 10% Alignment 32% 35% -3% Resource Allocation 17% 25% -8% Risk Management 8% 5% 3% Other 3% 5% -2%
- 20. 2016 vs 2019 | Performance & Value Formal Tracking Tool to Assess Chapter Performance? No 71% Yes 29% Calculate ROI? No 96% Yes 4%
- 21. Poll How do you collect data about your chapters? (Check all that apply) Annual Report from Chapters Integrated AMS (check each that applies): • Membership • Registration • Events • Other Programs • Volunteers/Leaders Chapter Website Review Staff Outreach to Chapters On-Going Chapter Communications
- 22. Where to from here… Alignment
- 23. Where to from here… Alignment Quality Control
- 24. Where to from here… Alignment Quality Control Compliance
- 25. Where to from here… Alignment Quality Control Compliance Data
- 26. Where to from here… Alignment Quality Control Compliance Data ROI
- 27. Let’s Chat Has your CEO/Board questioned the value of your chapters? If so, how did you answer?
- 28. Where to from here… Alignment Quality Control Compliance Data ROI Value
- 29. Using Data Success Stories Hear from all-star chapter initiatives and how they’ve used data to support their chapter programs. TRAILBLAZERS
- 30. What We’re Measuring TRAILBLAZER Samantha Herman Senior Project Manager, Chapter Services Association for Talent Development (ATD)
- 31. How We’re Measuring TRAILBLAZER Kari Zick Manager, Component Relations Emergency Nurses Association (ENA)
- 32. ENA Membership Report by State Council • Provided to the State Councils on a monthly basis • Ability to see membership growth/decline from month to month • Membership variances from year prior Membership Report
- 34. Membership Report Access • Monitor leaders who access their individual chapter reports • Who • When • Lack of access • Outreach to chapters • Frequency of access • Determine membership growth • Review membership efforts and what they are doing (possible practice sharing opportunity) Membership Report
- 35. What Difference Does it Make? TRAILBLAZER John Bellotti Chapter Program Manager National Association of Tax Professionals (NATP)
- 36. Four Keys to Chapter Success • Four commonalities • The number of chapter events • Communication • Differentiation/unique events • Chapter reach #
- 37. Key #1 – Number of Chapter Events • Small Chapters (Under 500) • 3 events • 21% higher engagement • Medium Chapters (500-999) • 5-6 events on the upper side of the range • 16% higher engagement • Large Chapters (Over 1000) • 7 events • 12.38% higher engagement #
- 38. Key #2 – Communication • Communication is critical • Early and often • Share more than event advertisements • Appearance that you’re in-the-know • State updates • Federal updates • Business updates
- 39. Key #3 – Differentiation • The Secret Sauce • Extend reach through differentiation/unique events • Topics offered • 13% higher member engagement • 6% higher nonmember engagement • Locations/times • Delivery methods
- 40. Key #4 – Chapter Reach • Number of Events • Communications • Differentiation
- 41. What’s the value of chapters? To chapters: • 15% of chapter event registrations each year are from new members. • Over $125,000 of additional chapter registrations across all chapters we have data on • Keep current attendees and new members results in: • New chapter leaders and volunteers • Additional future participants
- 42. What’s the value of chapters? To the organization: • 1.5% - 2.25% Higher growth than national average • 67% of growth came from top chapters • 2% growth would add $89,000 in membership dollars • Additional new member spend estimated to be $122,000
- 43. Want to learn more? • Download the free ebook Evaluating the Health of Your Association’s Chapter Program from Mariner and Community Brands http://bit.ly/ChapterHealthebook • Download the free ROI Valuation Matrix and other resources at http://bit.ly/chapterroi Calculating your ROI
- 44. Let’s Chat What might you do tomorrow with the ideas we explored today?
- 45. Benchmarking: A look at the past to predict the future design
Editor's Notes
- Chat
- 29% of respondents scored their chapter system in the top two quintiles with respect to quality while the majority offered a middling score or less
- 29% of respondents scored their chapter system in the top two quintiles with respect to quality while the majority offered a middling score or less
- 29% of respondents scored their chapter system in the top two quintiles with respect to quality while the majority offered a middling score or less
- 29% of respondents scored their chapter system in the top two quintiles with respect to quality while the majority offered a middling score or less
- Chat
- Members rarely differentiate their association experience by “chapter” vs. “national.” Instead, they think of it as one membership experience. Bottom line, if we’re going to have chapters, we should do what we can to ensure they deliver a consistent, high quality experience to our members, wherever they are.
- Samantha Herman Senior Project Manager, Chapter Services Association for Talent Development (ATD)
- Kari Zick Manager, Component Relations Emergency Nurses Association (ENA)
- John Bellotti III Chapter Program Manager National Association of Tax Professionals (NATP)
- When we looked at chapters that were successful in the chapter of the year program, we found some correlations in the Number of events run Communications chapters did Type of events run Chapter reach These were related to four factors of success.
- Key #1 – The number of chapter events per chapter size. When looking at the details I found some initial correlations, which shouldn’t come as a big surprise, which is that more events equals more engagement. Specificall, I found that: For Small chapters, over three events seems to equal success as those that did less than three events had a significant drop in engagement and growth. Medium – Over four events seems to equal success as the chapters that did 4 or fewer events didn’t do very well and there was a significant drop off in success across the board. Large – Over about seven events seems to equal success for large chapters, again with a significant drop after 7 events. It’s important to note though that success isn’t guaranteed simply based on the number of events, it’s just a potential indicator, because to be fair, the type of event and the differentiation factor counts too, as some in each of these categories did more events, but the event type also played a role, which we’ll cover in a little bit.
- Another really important factor, which may seem a little, obvious, is Communication. It’s pretty basic that if they didn’t communicate about their event often and early enough, their success was limited. They had to not only communicate about when they had an event, but for other reasons as well. If they communicated about more than just events, they tended to do better, which is something I’ll be digging for more data on this year.
- When we go out for date night with our spouse or significant other, why don’t we just go to McDonalds? We want something that’s not readily available anywhere else; something different, something special. We found our chapter education isn’t much different. Differentiation is the Secret Sauce. Federal tax education is becoming more of a commodity, so it’s a competitive marketplace that can be made up with expertise, reputation and volume, but there’s a gap in the market which our chapters can fill. There are specific topics we found that increase value at their events, increase attendance and make chapter events unique. In addition to locations that were different than nationals and the timing of their events, if chapters participated in specific topics, they had 13% higher member engagement and 6% higher nonmember engagement.
- The fourth key put it all together and encompasses all elements because they are interdependent on one another. I saw chapters that did a lot of events but were terrible at getting the word out and others that just mimicked national, which also led to very limited success. Those that did a certain number of events, communicated and differentiated themselves, saw success.
- So that brings us to the question, what is all this worth to chapters? For those chapters that have the right number of events, differentiate their offerings and communicate relevant information regularly to their membership, there’s about a 15% increase in event attendance. This resulted in over $128,000 in additional chapter registrations as compared to those that didn’t communicate, offered additional events or differentiated their offerings. They likely also gained new chapter leaders and volunteers to help with events and hopefully made a good impression on them so they’ll come back next year or to their next session.
- To the organization, depending on the years tracked so far, this means 1.5%-2.25% higher growth in successful chapters. In those that weren’t successful, the growth rate was lower than the national average. 23,000 * 2% = 460 * 195 = $89,000
- Chat
- https://matchboxvirtual.com/cex-virtual-2020/ What is this virtual event about? In 2019, Billhighway and Mariner Management & Marketing came together to host the 3rd annual CEX: Association Component Exchange for component relations professionals (CRPs). During that event, we asked…What is the role of chapters? Are chapters still relevant? What changes are associations making to chapters? What support and services should we be giving chapters? How do we evaluate our chapters? How do we effectively share information with all chapters? We’re hosting this CEX Virtual After Party to turn the crowdsourced answers into actionable insights. If you work with, manage or nurture chapters leaders or volunteers, then you need to join us for this FREE one-hour virtual event. We’ve assembled a panel of three CRP thought leaders with our dynamic host, Peggy Hoffman from Mariner Management. Join them as they chat about the successes, struggles, strategies, and innovations they’ve seen in chapters during 2019 and their vision for 2020. Help us continue the conversations started at CEX 2019! This session is worth 1 CAE credit.