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Membership Summit Chantal Rotondo Teresa Sullivan Jason Gudenius • November 16, 2012

Membership Summit Chantal Rotondo Teresa Sullivan Jason Gudenius • November 16, 2012. Agenda. 10:25 am – 10:35 am Introductions & Housekeeping How to ask Questions Membership Lifecycle 10:35 am – 11:20 pm Myth-Busting Tips Awareness Engagement Reinstatement 11:20 – 11:25 am

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Membership Summit Chantal Rotondo Teresa Sullivan Jason Gudenius • November 16, 2012

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  1. Membership SummitChantal Rotondo Teresa Sullivan Jason Gudenius • November 16, 2012

  2. Agenda 10:25 am – 10:35 am • Introductions & Housekeeping • How to ask Questions • Membership Lifecycle 10:35 am – 11:20 pm • Myth-Busting TipsAwarenessEngagement Reinstatement 11:20 – 11:25 am • Surveying 11:25– 11:30 • Scenarios

  3. MGI Membership Lifecycle™ • The five key membership life stages: • Awareness • Recruitment • Engagement • Renewal • Reinstatement

  4. Trends from the 2012 Membership Research Video

  5. Discussion • How State Councils can assist Chapters in building awareness • What can the State Councils do to support awareness building at the State level?

  6. 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

  7. Member Engagement Source: 2010 Chapter Survey

  8. Engagement • Engagement Possibilities • Welcome email – sent out within 48 hours of joining • Welcome call from volunteer • What are the issues you are concerned about (add notes to dB) • Invitation to next meeting • Email – how to use our website

  9. A Sample Engagement Plan

  10. Discussion • Are there other avenues that the State Councils can use to support Chapters in this task? • Brainstorm on how the State Councils engage the Chapters • Build a template to help the Chapters streamline the process

  11. Reinstatement Between Renewal and Lapsed Status • Remind the member of their transactions • Special offer if reinstate by ___ date • Methodical – time driven Exercise: what else can you do to entice a former member to come back? Video

  12. Discussion FACT: Expires are your best prospects • How long after a member expires do you continue to let them receive benefits? • Find out why they let their membership lapse

  13. Best Practice Tips in Developing Surveys Pre-design • Focus on information gathering that is actionable. • Remember that feedback should be an ongoing process. Continuous feedback allows you to monitor feedback trends over time.

  14. Survey Design • Keep it short! • Avoid open-ended questions whenever possible • Ask only relevant questions • No leading questions • Don't require too much from respondents • Avoid overloading table and multiple choice questions • Remember to include "Not Applicable" • Get personal -- within limits • Use Odd numbered scales

  15. Implementation • Test your survey • Use your survey software to collect suggestions on the survey itself • Design feedback surveys ahead of time and trigger them automatically. • Give respondents some type of benefit • Act on negative feedback

  16. Mistakes to Avoid • Having little or no understanding of the target audience • Providing multiple choice lists that are too restrictive • Requiring answers to all questions • Asking too many open-ended questions • Using ranking questions incorrectly (or overusing them) • Asking unnecessary survey questions • Asking too many questions • Asking two survey questions in one • Making questions too general • Putting too little time and effort into writing the survey

  17. Annual Marketing Plan Calendar Highly recommended to keep acquisition aggressive. Advance planning is critically important to growth.

  18. 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.

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

  20. FREE Marketing Resources • SHRM Chapter & State Council Resources are on the VLRC • 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 • MarketingSherpa www.marketingsherpa.com – free newsletter • membershipmarketing.blogspot.com • Email Institute www.emailinstitute.com – free newsletter • Smartbrief on Social Media www.smartbrief.com – free newsletter • Email Marketing: www.myemma.com/blog • Groups on LinkedIn: MarketingSherpa, Member Engagement, Social Media Marketing, Member ROI for Associations & Societies

  21. QUESTIONS?? • Chantal Rotondo • chantal.rotondo@shrm.org • Jason Gudenius • jgudenius@marketinggeneral.com

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