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Retention in a Tough Economy ACCE DIALogue January 22, 2009 Presented by: Tim Giuliani, Director of Corporate Outreach & D...
Agenda <ul><li>How top chambers view retention </li></ul><ul><li>Segmenting members like a Fortune 500 company </li></ul><...
Leadership <ul><li>The membership staff at a chamber has power and therefore, there is an opportunity to lead! </li></ul><...
Member Experience <ul><li>View your  Membership Experience  through the eyes of your members </li></ul><ul><ul><li>Do most...
Lifetime value of a member <ul><li>View members through a new lens: </li></ul><ul><li>Dues   Other   Time   Total Value </...
Retention Rates <ul><li>Poll Question: </li></ul><ul><li>What was your retention rate last year? </li></ul><ul><li>Above 9...
Retention Rates Source: ACCE Annual Operations Survey, 2007-08
Retention Rates- First year members Source: ACCE Annual Operations Survey, 2007-08
Segmenting members <ul><li>Wikipedia definition: </li></ul><ul><li>A  market segment  is a subgroup of people or organizat...
Segmenting members <ul><li>Segment 1: Business Builder -Networking, individual benefit, ambassadors </li></ul><ul><li>Segm...
Segmenting members <ul><li>What now? </li></ul><ul><li>View through the  members point of view! </li></ul><ul><li>Identify...
<ul><li>Questions / Answers </li></ul>
Creating and Communicating Value <ul><li>If your chamber closed today, what would happen tomorrow? </li></ul><ul><li>Chamb...
Recommendations for 2009 and beyond <ul><li>Retention is the job of the entire staff, not just 1 person </li></ul><ul><li>...
Tough questions to you- <ul><li>Is your Membership Experience awesome? </li></ul><ul><li>How many opportunities do you hav...
Tough questions to you- <ul><li>Is every staff member focused on delivering superior customer service? </li></ul><ul><li>A...
<ul><li>Questions / Answers </li></ul><ul><li>[email_address] </li></ul>
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Retention in a tough economy, acce jan. 2009 dia logue

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This presentation outlines proven strategies to maintain a high retention rate for chambers of commerce. The strategies involve high level corporate decisions, down to tactics to be performed on the front lines.

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Retention in a tough economy, acce jan. 2009 dia logue

  1. 1. Retention in a Tough Economy ACCE DIALogue January 22, 2009 Presented by: Tim Giuliani, Director of Corporate Outreach & Development Florida Chamber of Commerce
  2. 2. Agenda <ul><li>How top chambers view retention </li></ul><ul><li>Segmenting members like a Fortune 500 company </li></ul><ul><li>Back to basics </li></ul><ul><li>Recommendations to improve retention this year </li></ul><ul><li>Tough questions for you to start your retention journey </li></ul><ul><li>Questions and answers </li></ul>
  3. 3. Leadership <ul><li>The membership staff at a chamber has power and therefore, there is an opportunity to lead! </li></ul><ul><li>Be a leader! </li></ul>
  4. 4. Member Experience <ul><li>View your Membership Experience through the eyes of your members </li></ul><ul><ul><li>Do most members only receive emails and an invoice? </li></ul></ul><ul><ul><li>Do only some attend events and the rest get a monthly newsletter? </li></ul></ul><ul><ul><li>What happens when someone joins? </li></ul></ul>
  5. 5. Lifetime value of a member <ul><li>View members through a new lens: </li></ul><ul><li>Dues Other Time Total Value </li></ul><ul><li>$350 + $300 x 10yrs = $6,500 </li></ul><ul><li>1 referral can double that amount! </li></ul>
  6. 6. Retention Rates <ul><li>Poll Question: </li></ul><ul><li>What was your retention rate last year? </li></ul><ul><li>Above 90% </li></ul><ul><li>80 – 89% </li></ul><ul><li>Below 80% </li></ul><ul><li>No clue </li></ul>
  7. 7. Retention Rates Source: ACCE Annual Operations Survey, 2007-08
  8. 8. Retention Rates- First year members Source: ACCE Annual Operations Survey, 2007-08
  9. 9. Segmenting members <ul><li>Wikipedia definition: </li></ul><ul><li>A  market segment  is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs. </li></ul><ul><li>Segment companies with similar </li></ul><ul><ul><li>Motivations to invest </li></ul></ul><ul><ul><li>Interest in benefits </li></ul></ul>
  10. 10. Segmenting members <ul><li>Segment 1: Business Builder -Networking, individual benefit, ambassadors </li></ul><ul><li>Segment 2: Business Investor -Seek ROI on specific benefit or program </li></ul><ul><li>Segment 3: Community Builder -Choose chamber as “vehicle for action” </li></ul><ul><li>Segment 4: Community Investor -Passively improve community </li></ul>
  11. 11. Segmenting members <ul><li>What now? </li></ul><ul><li>View through the members point of view! </li></ul><ul><li>Identify segments through survey’s, new sales, interviews, etc. </li></ul><ul><li>Target segments with specific programs, events </li></ul><ul><li>Focus renewal calls on their preferences </li></ul>
  12. 12. <ul><li>Questions / Answers </li></ul>
  13. 13. Creating and Communicating Value <ul><li>If your chamber closed today, what would happen tomorrow? </li></ul><ul><li>Chambers created to unite the business community for advocacy and build the community </li></ul><ul><li>Does your programs, events and communications match this need? </li></ul><ul><li>Do you build community through advocacy? </li></ul>
  14. 14. Recommendations for 2009 and beyond <ul><li>Retention is the job of the entire staff, not just 1 person </li></ul><ul><li>Set consistent, accurate expectations during the sale </li></ul><ul><li>Have new members complete “Plan of Involvement” and use during renewal time </li></ul><ul><li>Build relationships deep within companies </li></ul><ul><li>Review financial policies to be transparent </li></ul>
  15. 15. Tough questions to you- <ul><li>Is your Membership Experience awesome? </li></ul><ul><li>How many opportunities do you have for your members to get involved and lead? </li></ul><ul><li>Are you creating a community for your members to get engaged in? </li></ul><ul><li>Have “gimmicks” kept you afloat and now you need to re-focus your chamber on membership? </li></ul>
  16. 16. Tough questions to you- <ul><li>Is every staff member focused on delivering superior customer service? </li></ul><ul><li>Are all expenses necessary to deliver your Membership Experience ? </li></ul><ul><li>Can you say that members are the purpose of our work? </li></ul><ul><li>Are your products and services aligned with your mission? </li></ul>
  17. 17. <ul><li>Questions / Answers </li></ul><ul><li>[email_address] </li></ul>

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