Presentation Title (24 point Arial; color = white)

1. Presentation Title (24 point Arial; color = white) SHRM MN Leadership Conference Membership Summit January 2013 Joyce LeMay, SPHR jlemay@bethel.edu Karen Gureghian, SPHR karen@hrbponline.com Note: Slides used with permission from SHRM originally shown at the National Leadership Membership summit November 2013

2. Agenda • Trends in Membership Research • Membership Lifecycle • Marketing Channels • Member Prospects • Marketing Plan Design • Value Proposition • Social media • Member Engagement • Member Renewal/Reinstatement • Additional Resources

3. Trends from the 2012 Membership Research

4. MGI Membership Lifecycle • the five key membership life stages: • Awareness • Recruitment • Engagement • Renewal • Reinstatement

5. An Overview of Marketing Channels Face-to-face Events Telephone E-Mail Marketing Channels Search Engine Marketing Radio Online Advertising Direct Mail Social Media

6. Prospect Sources • SHRM’s at-large members • • Your lapsed members • • Non-member attendees at your events • • Member-get-a-Member (reward current members for referrals) • • Visitors to your website • • Exhibit at state SHRM conferences or other HR/business • tradeshows • • Social media/online groups or contacts (LinkedIn, Facebook, • Twitter, etc) • • Rented Lists (book buyers, seminar attendees, etc) • • Local Universities • • Small Businesses or Associations

7. Other Membership Sources Students • Look for student chapters to partner with or university HR professors to engage and have HR majors participate in chapter events. • Good feeder pool into your chapter, and they know other students or recent graduates! • Good source for interns and volunteers Small Businesses or Groups • Reach out to local small businesses through chamber of commerce or similar networks to attract those involved with HR activities, even if not full-time • Work with other local associations to co-host a meeting (ASTD, etc) • Offer to present to the Chamber of Commerce about HR compliance topics applicable to small companies. • If this is a target, remember not to address all members as HR professionals and use terminology familiar to all

8. Marketing Plan Design • Define Market – Who do you want to talk to? Who is likely to listen? • Establish Value Proposition – What is your benefit to them? • Identify Offer – What enticement do you want to give? • Create Message & Call to Action • Develop a Budget – How much can you spend? • Determine the Media – How are you going to reach them? • Implement Campaign • Build a Process to Track Responses – How did we do??? • If you aren’t tracking, you aren’t learning

9. Define the Value Proposition • Definition • What is the vision? • What is the value? • What is the connection? • What Business is your chapter in?

10. Determine the Offer The deal you're presenting to the prospect • The offer can be: • “Buy one get one Free” • Introductory price of $9.95“ • The most important thing to an offer is that it be clearandconcise. • People really like free • An offer is best when it has a deadline. • Keep it simple: A confused mind always says "no” What SHRM Chapters are offering now • Discounted dues (i.e. - $25 off or free first year for SHRM members) • Free first meeting, lunch, etc • 15 months for the price of 12 • Drawing for large prize (iPad, etc.) • Promotional Items

11. Create Message and Call-to-Action • Grab their attention • Speak personally – from me to you • Describe benefits and show the value to the recipient • Askforthejoin – • tell the person what you want them to do • Create a sense of urgency • P.S. Recap the offer in a P.S. • “Respond by <date> and get <benefit>” • “Discount good through <date>” • “Offer good while supplies last” • “First 50 people get …..”

12. Using Social Media • Reach new influencers and acquire new members through online recommendations and word of mouth -- Facebook likes, etc. • Connect with members and non-members in your industry to • Establish your chapter as local HR thought leaders and • influencers. • Ask questions to encourage discussions and engagement. • Increase your chapter’s prestige and influence by answering others’ questions or participating in discussions. • Promote upcoming events and membership promotions to boost awareness, attendance and revenue • Give your chapter a personality through videos, sharing pictures, blog postings, etc • http://www.shrm.org/Communities/VolunteerResources/Documents/12MbrshpSummit_SocialMediaAudit.pdf

13. Social Media Usage How does your chapter use social media? 2012 Meeting Notifications 80.3% Discussion Groups 69.7% Conference Notifications 64.8% Professional Development Events 60.6% Share Content 49.3% Recruit Members 46.5% Board Meetings 13.4%

14. Ideas for Welcoming New Members • Ideas for welcoming new members • Welcome e-mail to new members • Mailed welcome letter or member kit • Membership card or certificate • Welcome phone call • With follow up information by email • Special discounts • Announcement of new members at next chapter meeting • New member webcast or online chat • Send link to recorded welcome video • from Chapter President

15. Engagement • They Joined!! Now what?? • Cultivate a one-to-one relationship • A planned, proactive, methodical process of engaging a new member • Remind them of how to access benefits • What is important to them? Ask them…then remember what they told you • Have new-member “radar” • A 2-way conversation • “Rookie year”

16. A Sample Renewal Series

17. Non Renewal Trends from the 2012 Membership Research Reason for Non-Renewal 2012 2011 • Perceived Lack of Value 11% 24% • Employer Won’t Pay Dues 12% 15% • Too Expensive 5% 14% • Couldn’t justify ROI 11% n/a • Forgot Renewal 4% 7% • Budget Cuts/Hardship of Company 17% n/a • Lack of Engagement 14% n/a

18. Reinstatement Expires are your best prospects • How long after a member expires do you continue to let them receive benefits? • In general, after the grace period the process is working to reinstate the former member • Find out why they let their membership lapse • Be sensitive that they were once a member when recruiting them back • Two-way communication in between renewal and reinstatement

19. Build a Multi-Year Plan Since volunteers turn over every year or two, continuity can only come from long-term planning. State Councils and Chapters can work together to maximize efforts and institutionalize best practices.

20. FREE Marketing Resources • Visit the Direct Marketing Association website for good marketing resources at www.the-dma.org • Privacy information can be found at www.the-dma.org/privacy • Sites with good marketing tips include • Marketing Profs, www.marketingprofs.com – free newsletter • MarketingSherpawww.marketingsherpa.com – free newsletter • membershipmarketing.blogspot.com • Email Institute www.emailinstitute.com – free newsletter • Smartbrief on Social Media www.smartbrief.com – free newsletter • Additional Information is on the VLRC – Membership section • http://www.shrm.org/Communities/VolunteerResources/Pages/MembershipCLA.aspx

21. Free Download!! Download a free copy of the full 2012 report at: www.MarketingGeneral.com

22. 2013 Membership Webinars • February 14th • May 9th • August 1st • December 11th All of these meetings will be Webinars • Allows for recording • Tracked in the VLRC • Viewable if you cannot make the call • Usable for training with chapters

23. Membership Breakout Groups Joyce LeMay • Arrowhead HRA • HRP-MN • Lakes Area HRA • Lake Country HRA • Northland HRA • Northstar SHRM • TCHRA • West Central MN SHRM Karen Gureghian • Central MN SHRM • Hiawatha Valley SHRM • Rochester HRA • South Central SHRM • Southern MN Area HRA • Southwest HRA • Winona SHRM

24. Break Out Group Discussions • Introductions • Share current membership successes • Share current membership concerns • Review goals for 2013 • Brainstorm on membership strategies • Share contact information and make plan for follow up