February 14, 2008 4:00 – 5:00 p.m. E.T. Dial-in number: 1.800.605.5167 – Pass code - 341953

1. Chapter Idea Exchange Call: Recruitment & RetentionRobin Kite, Director, Chapter ServicesMike McGough, VP, Marketing & Membership Dave Meisner, Manager, Membership Dev. & Web Content February 14, 2008 4:00 – 5:00 p.m. E.T. Dial-in number: 1.800.605.5167 – Pass code - 341953

2. Membership Marketing • Who members are, what they want • Marketing basics, implementation • Direct mail • E-mail • Offers • Lists • Retention • Developing a chapter plan

3. Others — Academic, Retired, Students Service Provider Years of IR Experience Corporate 5 and Under = 39% 6-9 Years = 26.5% 10+ Years = 34% Counselor Background Corporate Finance: 49% Corp/Comm: 34% Mktg/Sales: 16% Corporate Years of IR Experience Counselor 5 and Under = 8.5% 6-9 Years = 16.9% 10+ Years = 74.5% Background Counselor Finance: 26% Corp/Comm: 57% Mktg/Sales: 17% Corporate = 74% of membership Counselors = 14% Service Provider = 9%

4. NIRI Member Tenure

5. NIRI Member Survey 2007 • Resources members value in NIRI: • News and information on the IR field • Networking with IR Officers • Standards of practice/regulatory guidelines • Education and professional development

6. Important Issues to Members (2007) • SEC actions and investigations • Regulation FD • Greater sophistication in finance and communication • Establishing, maintaining, valuing the IR function w/senior mgmt, boards, & the Street • Earnings guidance • Hedge Funds • Targeting/stock surveillance/shareholder ID • Change in 13F filing rules • Changes in market structure • Investor trust • Executive compensation

7. Background/Research • Review your chapter surveys, research, and background information • Why members join, what do they value: • Education? • Networking? • Prestige? • Current IR information? • Who they are: • Special areas of need • Industry-specific IR information • Area issues • Other needs

8. Membership Marketing Basics • Develop a unique selling proposition for your chapter and NIRI • The premier organization for IR professionals in (your city) • The best networking, education, IR information • Come up with your own personal story about how NIRI has enhanced your career • Personal viewpoints are compelling • What’s In It For Me (WIIFM) – remember to target the three “hot buttons” that contributes to a member’s investment of time • Professional development • Contributing to the greater good • Sense of belonging

9. Implementation • Use multiple channels of communication • E-mail, direct mail, phone, in-person • Avoid faxing to prospects, anti-fax laws • faxing to current members is fine • Personalize all messages with names • “Dear Jane Sample” or “Dear Ms. Sample” • Not “Dear Prospect” or “Dear Professional” etc. • Use one to one marketing, a personal invitation to join with sender’s name and contact information

10. Direct mail • Aim for the look and feel of professional business correspondence • Chapter letterhead and envelopes • No envelope teasers or messages • Avoid a “junk mail” look • Keep letter copy brief, one page (one side) • Personalized to target audience, such as CFO’s or Communications professionals • Use a P.S. at the end – people do read these, if nothing else • Consistent fonts and type size • Use limited bolding or underlining for emphasis

11. E-mail Recruitment • Tuesday is best, then Thursday and Wednesday • Avoid the weekend and late at night (spam filters are on high alert) • Messages: keep brief, reduce scrolling • Double check links, phone #’s for correctness • To get around spam filters, avoid: • All caps in words • Multiple exclamation points • Frequent use of the word “free”

12. Offers • Give the prospective member something extra • Free chapter meeting or event • Free lunch meeting certificate • Publications • Percent-off coupon for seminars • Use a deadline for the offer to create a sense of urgency • “reply by…”

13. Recruitment Lists • Lists from NIRI National • Hoovers database and other prospect lists: request from Dave Meisner at NIRI, dmeisner@niri.org • Chapter prospect database • If you don’t have one, develop a list • Lapsed member lists available from NIRI • Robin includes these in your monthly report packages each month • Google, Hoovers IR alerts or listings • Set up alerts to go to your e-mail based on key words • Scan Business publications (local and national) • Be sure to eliminate members from lists

14. Retention • Retention programs • Engage new members • Welcome phone call • Letter and e-mail with upcoming events • New member orientation meeting • Ask them to host an event, find a speaker, lead a meeting • Outreach to lapsing members • Lists available from NIRI • Phone calls or e-mail about upcoming events

15. Developing a Chapter Recruitment Plan • Organize a team • Include a variety of members • Distribute work load and responsibilities • Develop a plan • Written plan for recruitment and retention • Set goals • Outreach • Direct mail, e-mail, phone, in-person

16. Recruitment Ideas • Invite prospects to regular events, not just a non-member reception • Hot IR topic will be compelling • Create programs that interest senior management • Prospects can bring ideas back to “C-Suite” – CEO, CFO, or COO

17. Recruitment Ideas (cont’d) • Staff the registration table with board members, showcase your leaders • Match members with prospects from the same industry or exchange • Place meeting notices in local publications • Calendar of business meetings • Major daily and local business pubs • Make placements on-line • Match veteran members from visible companies with non-member prospects

18. Chapter successes • More Ideas – Additional tips can be found in the Chapter Officers’ Only Section at http://www.niri.org/mem_service_area/officers/index.cfm • Questions • Thoughts