Growing Membership & Managing Data

Growing Membership & Managing Data 2020 CEC Leadership Institute

Presenters Bryan Reynolds Darenda Downing

Welcome and Overview What to expect during this session: How Divisions and Units are funded CEC membership structure Acquisition vs retention Practical tips for using data to enhance marketing

Membership Tiers

Subdivisions and Chapters Unit chapters and Division subdivisions are managed at the Unit or Division level. The process for starting or reinstating a chapter can be found on the CEC website at: https://www.cec.sped.org/About-Us/CEC-Leadership/Unit-and-Division-Leadership-Resources

Monthly Membership Lists Monthly membership lists are sent to officers of the Units and Divisions. The officers who receive these lists are: President, President elect, Vice President, Membership Chair, Executive Director, Executive secretary, CAN Coordinator The 4 lists which are sent are: Current members, Lapsed members, New/Rejoin members, and Renewals. The lists are sent for the month which has just closed.

Additional Custom Lists Lists can be requested from CEC. Suggestions: Lapsed members going back 3-5 years Contacts from your state Event or Convention attendees from your state Members or contacts by zip or surrounding states Members or contacts by Professional Roles Division members Product Purchasers

Reports and Retention Membership Reports are run during the first week of each month and posted in the library of the Unit Leadership or the Division Leadership Communities. Retention Rate measures the number of members kept over a given period of time — usually during a fiscal or calendar year. Total Number of Members Today (minus 12 months of new members) / Total Number of Members in Previous Year Example: (10,500 – 1,500)/10,000 = 90% Renewal Rate

Using Data for Marketing Top 4 marketing principles to remember: Principle #1– Keep what you’ve got then get more. Principle #2– Use a laser not a shotgun. Principle #3– Find what works and do more of that. Principle #4– Get sticky with it!

Using Data for Marketing But what do these principles have to do with data?

Using Data for Marketing Principle #1 – Keep what you’ve got then get more. Retaining members is cheaper than acquiring new ones. It costs 5x more to acquire new members than it does to retain existing members!

Using Data for Marketing Principle #2 – Use a laser not a shotgun. Focused marketing = better results for less money. • Use your reports to answer these questions: • Who? (member type, professional role) • When? (joined, attended, purchased) • Where? (city, district) • How long? (member, lapsed)

Using Data for Marketing Principle #3 – Find what works! Then do more of it. Tracking marketing efforts is essential to success. Use reports to track member actions: Attended an event Purchased a product Renewed/reinstated Last login

Using Data for Marketing Principle #4 – Get sticky with it! Engagement = Relationship + Action Start their membership off right by sending them a welcome email series. Send content that’s specific to each audience.

Using Data for Marketing Principle #4 – Get sticky with it! (continued) Focus on known challenges to provide more clarity into their situation. Send them a question via email or social media post and provide the answer as a link to your blog or website. MEMBER

Growing Membership & Managing Data