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C/SNA Membership Webinar Series

C/SNA Membership Webinar Series. Membership Marketing & Retention Strategies. Your Presenters. Brezita Warrick Manager, C/SNA Membership Marketing Elisa Joseph Anders, DCMP Senior Account Director, Marketing General Incorporated Jill Kliethermes CEO, Midwest Multistate Division

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C/SNA Membership Webinar Series

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  1. C/SNA Membership Webinar Series Membership Marketing & Retention Strategies

  2. Your Presenters • Brezita Warrick • Manager, C/SNA Membership Marketing • Elisa Joseph Anders, DCMP • Senior Account Director, Marketing General Incorporated • Jill Kliethermes • CEO, Midwest Multistate Division • Susan Rimland • Director, Revenue Operations

  3. Today’s Webinar Tasks • Tips and Tricks Using Email and Phone • C/SNA Spotlight • Reporting Portal • C/SNA Collaboration and Q&A

  4. Webinar Series Recap The Membership Lifecycle and Onboarding • Awareness • Recruitment • Engagement • Renewal • Reinstatement

  5. Association Marketing Tips and Tricks Elisa Joseph Anders, DCMP Marketing General Incorporated

  6. Before we get into the nuts and bolts… A little more association membership marketing background More effective emails and phone calls

  7. Top Challenge Reaching the Right people with the Right messages at the Right time

  8. Why renew, rejoin, or attend…? What’s in it for me? (WIIFM?)

  9. Increasing the perceived value of membership and events Perceived Value Perceived Cost

  10. Why members don’t renew? Employer won’t pay or stopped paying dues (36%) Lack of engagement with the organization (31%) Forgot to renew (28%) Too expensive (26%) Left the field, industry, or profession (24%) Source: 2017 MGI Membership Marketing Benchmarking Survey, healthcare association responses

  11. Why prospects and members don’t attend events • No one asked me to attend • No one I know is going to the event • I’m confused • No perceived value/ costs too much/ not worth my time • I don’t need to attend • I didn’t see the invitation • I’m too busy • I’m already booked then

  12. What is working in association marketing? • Multi-Channel Programs

  13. What is working in association marketing? • Prospects reading • communications • are more likely to rejoin or attend.

  14. Figure out what works for your C/SNA • Email • Phone calls • Mail • Personal outreach

  15. Now let’s apply this… • Finding the right people • Reaching out to them with the right messaging

  16. Key Questions • Who’s your audience? • What should you tell them? • How can you engage them?

  17. What should you tell them? (WIIFM?) • Compelling, relevant messages. What’s in it for them. • I’m a member and it’s really valuable to me… Here’s why • I’m going to this event. You should go with me because…

  18. C/SNA Marketing: Multi-channel • Emails • Phone Calls • Direct Mail • Websites • Social Media • Online Marketing

  19. Email Tips & Tricks

  20. C/SNA Emails • Lists • Messaging • Branding guidelines, sample copy • Best time to send [e.g., Wednesday at 8 pm] • Multiple sends per event • “Seed” Lists • Personal…forward the emails to your associates

  21. C/SNA Emails • Subject lines • Attention-grabbing • <= 45 characters • Test • Compelling messaging - WIIFM • Call to action • Deadline (e.g. Early Bird) – sense of urgency • Important information “above the fold” • Social share buttons

  22. Email Open Rates Members 20-30%... up to 50%+ Prospects 8-15% • Associations’ event promotion emails to highly engaged prospects or members: open rates ~ 25%, click rates ~ 3%

  23. Phone Call Tips & Tricks

  24. C/SNA Phone Calls - Step #1 What do you want to achieve by calling? Increased Attendance? Renewed Memberships? More engaged members?

  25. Your Target Audience Whom should you call? Pull your list Lapsed members? Current members? Prospects?

  26. “The Ask” We miss you – rejoin! Come to our event! Welcome! Learn about how your membership can help you Thanks for attending! Want to join?

  27. Can You Offer a Special Incentive? If you join/rejoin/ register during this call, you get… Gift card Free CE Webinar T-shirt Tote bag Drawing for free conference registration Coffee Mug

  28. Key Elements of a Calling Script Identify yourself and say why you’re calling Make the offer – briefly describe the offer and reason for buying/attending Direct to website for online join/renewal/registration Take information – renewal, registration, updated contact information Record objections Set a call-back time if needed Leave a voicemail if needed

  29. Recruit Your Callers • Will your board members and volunteers make the calls? • Marketing Campaign • Fit in these calls if you can please

  30. Follow-Up Email Send as soon as possible after the call Include link to join/rejoin/register Include promotion code

  31. You’re Done With Your Calling Campaign …Now What? Evaluate your Results Your Next Campaign Lessons Learned Other C/SNAs

  32. Setting Up and Implementing Your Calling Campaign Identify audiences, offers, messaging, budget Determine who will make the calls Develop scripts Provide lists (append phone numbers if needed) Develop a way to capture sales, registration, etc. Decide on metrics, track results, set up reporting Launch a test If the test worked, roll it out

  33. C/SNA SpotlightJill KliethermesMidwest Multistate DivisionChief Executive OfficerKansas Nurses AssociationMissouri Nurses AssociationNebraska Nurses Association

  34. Midwest Multistate Division Melissa Florell State Director Jami Colson State Director Heidi Lucas State Director

  35. Midwest MSD – Membership Strategies C/SNA Exhibiting: Hospitals and Nursing Schools New Member Onboarding: Welcome Packet & Webinars Regional Events Increase Member Engagement – Website & Social Media Monthly Newsletter Grace Period Post Card Reminder Emailing Cancelled Members

  36. MW MSD Retention

  37. MW MSD Retention

  38. MW MSD Exhibiting Building Exposure Increased Efficiencies Relationship Building Membership Growth

  39. ANA Reporting Portal

  40. C/SNA Essentials Membership  >>  Membership Marketing >> Explore the National Membership Development Toolkit >> Under Folder Contents

  41. ANA Reporting Portal Step 1: Log in to C/SNA Essentials Step 2: Select the Membership Tab and select Member Billing and Tracking

  42. ANA Reporting Portal Step 3: Under Member Billing & Tracking Resources, select Membership Reporting Site

  43. ANA Reporting Portal Available reports • On-Demand Reports - Hourly • Cancelled Members • New Members Reports • Reinstates • Month-end Reports - Monthly • Month End Active Members • New Student Subscriber • Month End New Members

  44. Post webinar survey and recording will be emailed. Thank You for attending • Brezita Warrick • Manager, C/SNA Membership Marketing • Brezita.Warrick@ana.org • Natasha Bethea • Senior Specialist, C/SNA Membership Marketing • Natasha.Bethea@ana.org

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