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GAINING/RETAINING MEMBERSHIP

GAINING/RETAINING MEMBERSHIP. Overview. Gaining Members Member Maintenance Efficiency Retaining Members. LIBA’s History. Hired a director early on, but didn’t have solid member base and director wasn’t strong with recruiting Had about 60 members through 2008 Hired me as contractor

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GAINING/RETAINING MEMBERSHIP

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  1. GAINING/RETAINING MEMBERSHIP

  2. Overview • Gaining Members • Member Maintenance Efficiency • Retaining Members

  3. LIBA’s History • Hired a director early on, but didn’t have solid member base and director wasn’t strong with recruiting • Had about 60 members through 2008 • Hired me as contractor • Sole duty was inviting businesses to join • Commission of $15/member ($100 membership) and $10/renewal

  4. Moving Forward • Memberships grew, needed administrator, became a “real” job • Had gained enough that membership grew naturally • After tied up with administrative duties, attempted to hire more with commission incentive • Not successful

  5. Membership Drive • Membership Committee Efforts • 1st Membership Drive (Fall 2011) • Made “prospect packets” • Incentive open to all members: • Each new member recruited got you a chance in a drawing for prizes (restaurant gift card, etc.) • Two phone banks (not popular) • Main Incentive: person with most new members received beach condo for a week (board donation) and $300 spending • 30 new members during drive • Winner recruited 12 new members • Fairly satisfied with results for our first attempt, but want to improve: • More promotions earlier • First contact is great, but takes a lot of follow up • How to energize rest of membership?

  6. Other Efforts • Membership Referral Bonus • Testing idea through June 2012 • Refer a member and get one year of membership free(limit one per member) • Started in January, 8 have taken advantage of so far • Additional hiring? Committee exploring ideas • Straight wage for time spent recruiting? • Higher commission? • More promotions, ie. direct mail • Tends to go to bottom of list for current staff when other things have deadlines

  7. Organic Growth • Each member brings additional visibility • PR/events tend to bring additional members • Considering focus on areas of town lacking members • Find a leader in that area • Host event, personal contact • Tipping point • Keep current members happy! • More on that in a moment

  8. Member Maintenance • Tried a “workaround” system – no dice • Wild Apricot has made all the difference • Up to 50 members are free • We pay $100 for up to 2,000 contacts • Give us a referral! Designed for membership organization • Or research competitors.

  9. Online Demo • Custom Member Levels • Online application • Autorenewing membership option • Automatic renewal notices, customized and set when you want them • Ours go out 30 days prior, 14 days prior, day of, 14 days after and 30 days after • Phone calls after notice 3, 4 and 5 • Fields are totally customizable • Members can be “bundled” – ie. 3 contacts for one membership, but they are all tied together, same expiration date, etc.

  10. Online Demo • Events • People can register (free or paid through WA, lots of options) • Tracks who came to events • Email Newsletter • Easy to use, always up to date with current members • Tracks opens, clicks, etc. • Finances • Automatic or manual invoices • Tracks payment methods (customizable)

  11. Online Demo • Website capabilities • Completely up to date membership directory • Can work with a current website through an iFrame • Or can use their website with your own URL • Member only capabilities/Log in to access: • special pages/documents/logos just for members • Forums • Blogs • Renew your membership

  12. Online Demo • Also allows for donations • Administrator Access – can grant to any member: • Full • Events only • Web only • Etc.

  13. Retaining Members • As we grew, harder to keep personal contact • Marketing committee takes on yearly “check in” calls (recorded in Wild Apricot) • Happy with membership? • Receiving communication? • Need more materials? • Any questions? • Invite to next event.

  14. Retaining Members • Board membership limited, but want all to be engaged that have the desire to be • Encourage participation in committees (which is also the way to board service) • Advocacy/Legislative • Development • Marketing/Events • Membership • Outreach/Speakers Bureau • Mixed results, but we keep improving

  15. Retaining Members • Considering Member Cooperative Grants • Have lots of “niches” within LIBA, but not fair to spend staff time on one versus another • If niches get together on their own and submit application, LIBA will grant $ towards efforts • Could be a certain industry or a neighborhood • Must be all members, and promote independent biz • Credit LIBA in materials

  16. Conclusion • Be proactive with membership recruitment • Follow up and follow up again! • Be responsive to your members, and actively solicit their input • Always thank your members for being part of your group – wouldn’t be here without them! • Questions?

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