The document discusses trends in the membership sector, including the rise of social media, changing attitudes towards authority, and expectations of participation (co-production). It also addresses how some organizations treat membership as a commodity and emphasize tangible benefits, blurring lines between commercial and charitable offerings. The rest of the document provides advice on generating leads, recommendations, value propositions, and retention for membership organizations.

1. Slow Food UK Getting more members

2. Sector trends - social media Technology now allows people to connect and communicate more easily Population 500 million+ Approx 1 in 13 of every one in the world =

3. Sector trends - social media People can... find one another show support for a cause organise collective action without need for organisational structure

4. Sector trends - social media But they still need and value real life experiences

5. Sector trends – co-production Attitudes to authority are changing, people have new expectations of participation. Consultation Crowd sourcing Online voting New meeting styles

6. Sector trends – co-production “ You really made it an open forum for discussion. Having an eye for inclusion really contributes to the atmosphere of what is technically a seminar - making it something more engaging and less boring!!”

7. Sector trends – co-production SO… provide variety of ways to engage and encourage debate People may: support groups for a shorter period expect a quick, personal response want to shape activities...

8. Sector trends – commodification Some organisations treat membership as a product and emphasise tangible benefits. Business is borrowing from social and charitable organisations Private sector 'membership'

9. Sector trends –commodification Dettol - Mission for Health

10. Sector trends – commodification People will: increasingly expect a professional service find it harder to distinguish commercial and charitable offerings SO… differentiate by activity of members and clear social benefit

11. Info from www.suefroggatt.com Membership cycle

12. Generating leads - research Events Mail shots Emails Telesales Referrals Advertising Social media PR Meetings...

13. Generating leads - research In light of… your work to promote local producers your expertise in artisan cheese production your influential role in the restaurant sector your work to develop healthy eating in schools come to... our event

14. Generating leads - research Find ways to collect names and emails... online, newspapers, business cards, event attendees or speakers

15. Generating leads - awareness 107% sales increase

16. Generating leads - awareness Hi Just replying to your message on twitter. Very excited about the possibilities of a Newcastle group and am willing to help in anyway I can.

17. Generating leads - recommendation We are more impressed with recommendations from people we already know

18. Generating leads - recommendation 80% of volunteers were asked by a friend (Citizens Handbook, Canada)

19. Generating leads - recommendation Reasons people don't speak up... Fear of rejection Looking like a salesman Soft and gentle approach... Invite a friend to take a look

20. Generating leads - recommendation Spread the word Share an opportunity Invite a friend Introduce them to… Help Slow Food engage others

21. Generating leads - exercise In groups - think of 5 ways you could encourage members to recommend friends or colleagues

22. Generating leads - exercise In groups - think of 5 ways you could encourage members to recommend friends or colleagues Ambassadors Bring a friend to an event Newsletter prompts Event follow up "Have you enjoyed today if so..." Do you know someone passionate about...? Find stories "X joined because of Y and this good thing happened" Would you let us know about them? Social media Targets

23. Value proposition – lapse reasons Lack of time to take part Lack of direct debit payment Direction of organisation Type of opportunity for members No activities near me Cost of membership

24. Value proposition - potential responses Solution – Revolving door Donation still helps cause Issue – selling membership solely based on event discount Lack of time to take part... COMMODIFICATION

25. Value proposition - potential responses Issue - lack of membership consultation or communication Direction of organisation / type of activities... Solution – Range of opportunities Member involvement CO-PRODUCTION

26. Value proposition - potential responses Cost of membership... Issue - concentrating on transactional offer people can get elsewhere Solution – Getting an opportunity Donation to a cause Less than £3 per month SOCIAL MEDIA & COMMODIFICATION

27. Value proposition - potential responses In groups - how would you deal with these scenarios... What do I get for my money? Why should I join when I can come to events anyway? I don't have time to attend events, what do I get from membership?

28. Membership retention – new members First year of membership has highest lapse rates Organisation or group is 'on trial'

29. Membership retention – new members Welcome email New member events "Greeters" New member survey - 2 months (SFUK)

30. Questions?

31. Thank you