Science Of Loyalty
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The document discusses challenges with member engagement, retention, and recruitment facing associations. It notes renewals are no longer automatic and associations must demonstrate value. They must develop multi-generational membership models and understand how to market to different generations. Neuroscience principles of social interaction and positive emotions can create stronger member connections and loyalty. Loyalty programs can assist with increasing engagement if structured to reward member behavior. The document poses questions about applying these concepts to improve membership outlook.
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Science Of Loyalty
- 1. The Science Behind Member Loyalty Dean D’Ambrosi, Vice President Member Relations, National Association for Printing Leadership David C. Carrithers, Founder, President and Managing Director, Affinity Center International Giulietta Versiglia, Champion of Marketing & Products, Affinity Center International
- 2. Member Engagement, Retention and Recruitment Challenges
- 3. Member Engagement, Retention and Recruitment Challenges It’s Becoming More Difficult to Keep Members
- 4. Member Engagement, Retention and Recruitment Challenges Membership Issues Top Concern for Association Executives
- 5. Member Engagement, Retention and Recruitment Challenges
- 6. Member Engagement, Retention and Recruitment Challenges • Renewals no longer automatic • More resources needed • Constant demand for new engagement efforts • Must demonstrate and prove value of membership
- 7. BABY BOOM GENERATION X GENERATION Y/MILLENIALS 1946–1964 1964–1980 1980–2000 What does this mean for associations? Bill BUSINESS ICON Jeff Bezos Mark Zuckerberg Gates • Develop multi- Fall of the Berlin generational DEFINING Vietnam War September 11, 2001 membership models Wall MOMENTS Watergate Rise of social media O.J. Simpson Trial • Understand how to BREAKTHROUGH Fax Personal market to each Smartphone TECHNOLOGY Machine Computer generation Hardworking and • Diversify products Crave work-life Prefer flexible work WORKPLACE goal oriented, and services for balance, skeptical of structures, having direct TRAITS comfortable in every generation authority input in projects hierarchies membership CONTACT Hit me up on Call me Email me METHOD Facebook IT’S 9 P.M. …home with the …out with friends but …in the office I’M… family checking email
- 9. Associations and Loyalty Successful • Active members more loyal Associations and more likely to renew = Member • Member engagement comes Loyalty in a variety of forms • Members are people Member • Loyalty is a human Engagement condition and brain mechanism based on four principles
- 10. Neuroscience and Loyalty • Provides a better understanding of ourselves and others • Form stronger connections • Create deeper relationships • Ensure member loyalty
- 11. Neuroscience and Loyalty • Successful engagement and Social Interaction = positive emotions • Positive emotions are memorable • Positive memories reinforce value • Value is rewarding • Effective associations are personally meaningful
- 12. Loyalty Programs • Affinity v. loyalty programs • Definition: structured marketing efforts that reward buying behavior • Consumers LOVE them – how can associations use them? • Assist with increasing member engagement
- 14. Questions? Dean D’Ambrosi David Carrithers Vice President Member Relations Founder, President and Managing National Association for Printing Director Leadership Affinity Center International ddambrosi@napl.org david.carrithers@affinitycenter.com Giulietta Versiglia Champion of Marketing and Products Affinity Center International giulietta.versiglia@affinitycenter.com