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American Bar Association Membership & Marketing Division

American Bar Association Membership & Marketing Division. Orientation for SOC Membership Chairs June 2008 Section Membership Development.

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American Bar Association Membership & Marketing Division

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  1. American Bar AssociationMembership & Marketing Division Orientation for SOC Membership Chairs June 2008 Section Membership Development

  2. ABA membership is tied to increased Section membership and Section membership is tied to increased ABA membership. The ratio between ABA and Section membership is 1:1. Membership & Marketing Division Section Development Team: Paula Cleave, Deputy Director Membership & Marketing • Krista Pratt, Assistant Director, Section Membership Development • Vacant, Section Membership Development Manager • Marketing Coordinator, Sarah Marcotte (shared position)

  3. What is the role of the Section Development Team within the Membership & Marketing Division? • Two fully dedicated and two shared staff focus on Section membership and developing successful growth strategies; • Execute recruitment and retention campaigns: joint campaigns give many Sections an opportunity to collectively reach a wider audience with more frequency (more than 1 million impressions in 2006-07); • Help Sections individually and collectively plan and identify initiatives with the greatest potential for growth (e.g., State and Local Government, Public Contract Law; • Advocate for Section membership - offer a Section perspective within the Division and offer a membership perspective to Sections; • Meet with Section leadership (Section Membership Committees/Chairs and Section Councils) along with Section staff; and • Collect and share best practices and marketing expertise from internal and external sources to increasing staffs’ collective knowledge and marketing power.

  4. 2007-08 Section Membership Development Plan The 2007-08 Section Membership Development Plan objective is simple: To increase the percent of Lawyers in a Section We hope to achieve that by: • Targeting younger, uninvolved, non-section members-- the most at-risk group for attrition. • Testing a variety of market channels, including telemarketing, email, advertisements, and direct mail; • Testing Section recruitment and retention offers, e.g., free vs. $40 discount; and • Increasing collaboration with and between Sections, including sharing best practices, more regular communication regarding Membership initiatives, and consulting individual Section on membership tactical and strategic plans.

  5. 2007-08 MMD Section Membership Development Plan Timing of the Plan • Q1 11 recruitment campaigns (94.4k contacts); 3 retention initiatives (299k) • Q2 16 recruitment (130K) and 4 retention (60k) campaigns • Q3 16 recruitment campaigns (272k) • Q4 15 recruitment campaigns (269k)

  6. SECTION RECRUITMENT:AOC Recommendation Recruitment WHAT: AOC Recommendation Recruitment WHO: Lawyers with AOCs, but No Section Memberships WHEN: Weekly Email and Quarterly Mail • Use member-reported information – areas of concentration (AOCs) and Martindale-Hubble areas of practice (AOPs) – to recommend one to six specific Section memberships • Offers are personalized with selected areas of interest and the coordinating sections • Emails are sent weekly to members who newly select AOCs • Letters are mailed quarterly to members with new AOCs, and in the spring to all members with an AOC • Letters are segmented by offer, e.g. Group Program participants, $40 discount eligible • Member impressions: approximately 10,000 by the weekly email in FY2008 • Member impressions: approximately 146,000 by the quarterly mailing in FY2008 • Average join rate = 2%

  7. SECTION RECRUITMENT:Telemarketing WHAT: Section Recruitment Telemarketing WHO: Young Lawyers WHEN: Winter 2008 • Test the response and expense of telemarketing versus traditional direct mail campaign • Reach young lawyers (dues classes 1 and 3) and test offer of $40 discount versus free Section offer • Use member-reported information – areas of concentration (AOCs) and Martindale-Hubble areas of practice (AOPs) – to recommend one to six specific Section memberships • Member impressions/contact rate: approximately 2,300 from 6,ooo member file • $40 discount offer = 11.2% response rate • Free Section offer = 45.7% response rate

  8. SECTION RECRUITMENT:No AOC, No Section Recruitment WHAT: No AOC, No Section (NANS) Recruitment WHO: Lawyers with No AOCs and No Section Memberships WHEN: Bi-Annual Mail • Message details the general benefits of Section membership • Reaches members who haven’t provided information about their legal interests (no AOCs) • This group has the lowest interaction level with the ABA and is therefore the most likely to drop and the most difficult to sway • Mailed bi-annually • Segmented by offer, e.g. Group Program participants, $40 discount eligible • Member impressions: approximately 85,000 in FY2008 • Average join rate = less than 1%

  9. SECTION RECRUITMENT:Thank You Cards WHAT: “Thank You” Greeting Cards WHO: Lawyers with Fully Paid ABA Dues and No Section Memberships WHEN: Periodic Mail • Thanks members for their support of and participation with the ABA • Offer to young members promotes the $40 discount on Section membership • Offer to experienced members in spring promotes 15 months of Section membership for price of 12 • Young members with paid ABA dues receive the offer after each bill • Experienced members with paid ABA dues receive the offer once in the spring • Member impressions: approximately 45,000 young members in FY2008 • Member impressions: approximately 40,000 experienced members in FY2008 • Average join rate among young members = 3% to 4% • Average join rate among experienced members = TBD

  10. WHAT: Congratulations Greeting Cards WHO: New Bar Admittees WHEN: Bi-Monthly WHAT: Free Section Postcards WHO: New ABA Members WHEN: Monthly Congratulates new bar admittee members on passing the bar Offers a free Section membership to complement the free year of ABA membership Mailed every other month Member Impressions: approx. 46,000 new bar admittees in FY2008 Average response rate = 10.2% Requests new members to provide legal interest information so the ABA can better help with their career Offers a free Section membership in return for selecting an area of interest Mailed each month to members in the ABA for at least three months who have not selected an AOC nor joined a Section Member Impressions: approx. 63,000 new ABA lawyer members in FY2008 Average response rate = 0.7% SECTION RECRUITMENT:Free Section Offers

  11. Section Membership Recruitment Activity • FY2008 year-to-date, Sections have added 52,506 memberships. Of the total: • 23,134 memberships are from Law Student Transfers (44%) • 10,048 memberships were new to the ABA and Section (19%) • 19,324 memberships are from existing ABA members (37% ) • Section churn: • New members represent 19% of the September baseline membership • Dropped members were 18% of the September baseline

  12. Section-only Membership Adds by Source Code

  13. SECTION RETENTION:Drop for Non-Payment Prevention WHAT: Drop for Non-Payment Prevention WHO: Lawyer Members with Outstanding Section Dues WHEN: Periodic Mail • Stickers on fall and winter Section periodical covers with “don’t miss this benefit” message to members with outstanding Section dues • Postcards following bills reminding eligible members with outstanding dues of the $40 discount on Section membership • Letter from Executive Director in January with general Section benefits and a reminder to pay message to members with outstanding Section dues • Member impressions: approximately 450,000 in FY2008 • Average retention rate among members reached = TBD

  14. SECTION RETENTION:Law Student Transfer Communication WHAT: Law Student Transfer Communication WHO: Law Student Transfer Members with Section Memberships WHEN: Bi-Monthly Mail • Reaches law student transfers members with Section memberships – current law student members belong to an average of five Sections each and first lawyer invoice could be a $250 shock • Message acknowledges ABA and Section membership as a law student and displays lawyer pricing for Sections • Message congratulates member on passing the bar and requests the member to revise Section memberships to meet needs as lawyer member • Mailing reaches members before receipt of first lawyer dues invoice • Member impressions: approximately 20,000 in FY2008 • Average response rate = TBD

  15. SECTION CONSULTATION:Section Communications WHAT: Communication with Section Staff WHO: Section Directors and Membership Staff WHEN: Ongoing • Monthly report includes membership numbers with add and drop activity by Section, membership campaigns completed and upcoming, invoices scheduled, and highlights. • Distribute/communicate information regarding Section and/or Membership initiatives, campaign collateral and results • Annual Section Membership Information Binder (SMIB) contains year-end reports, historical trends, samples, etc. • Assist individual Sections with tactical and strategic membership plans, including execution • Produce recruitment/retention “sample” membership plans • Executed membership campaigns for small Sections who don’t have dedicated membership resources (e.g., State and Local Government Law, Public Contract Law) • Primary contact for any and all membership questions

  16. Conclusion Section Membership projected to grow modestly during 2007-08.

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