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Membership & Marketing Overview Council Presidents’ Seminar April 10,2014

Membership & Marketing Overview Council Presidents’ Seminar April 10,2014 Kathy Partain, CAE Director, Membership & Marketing. Chapters & National: Working Together. Collaboration is essential.

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Membership & Marketing Overview Council Presidents’ Seminar April 10,2014

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  1. Membership & Marketing Overview Council Presidents’ Seminar April 10,2014 Kathy Partain, CAE Director, Membership & Marketing

  2. Chapters & National: Working Together • Collaboration is essential. • Peer-to-peer interaction is the best and most effective method for recruitment and retention.

  3. A Close Look at MOAA Membership • Membership stands at 383,000+ members. • Greatest Generation leaving • Need next generationsto sustain • Retention good…but too many lapse • Recruiting now more than ever • Just entered the 2nd year of the new membership model

  4. Membership Model Membership level determines what products or services a member receives • Moving away from providing products and services to everyone regardless of what member paid

  5. Common Foundation LIFE ? BASIC No Fee PREMIUM Advocacy Information Products & Services Chapters

  6. Pick The Model That Suits Your Stage/Style Basic Premium Life Spouse Benefits Mirror Member’s Category

  7. New Membership Model: What Will We Gain? • Increase in percentage of younger officers. • Larger pool of members that can later be converted to premium membership. • Differentiation in value propositions.

  8. Common Recruiting & Marketing Challenges • Aging demographics

  9. Demographic Snapshot-Ages

  10. Demographic Snapshot-Status

  11. Chapter Membership Demographics-

  12. Life Membership Growth 55% of paid membership

  13. Common Recruiting & Marketing Challenges • Aging demographics • Competition • Limited or denied access • Privacy/Can-spam Acts • List fatigue • New media • Postage increases

  14. Why MOAA? • Personalize MOAA membership to the individual. • Appeal to emotion. • More member stories and testimonials.

  15. Communications Planning

  16. Why Chapter Membership? • How does your chapter answer this question? • Allows member to stay connected locally • Camaraderie with a purpose • Allows officers to continue leading • Creates a support network for spouses

  17. National & Chapters: Working Together • Chapter Recruiting program • Ongoing efforts to promote chapters to national members

  18. National Support of Chapter Recruiting 2013 • Ads for local re-purposing • Chapter assignments and vouchers for new national members • Print and online join forms

  19. USAA Sponsorship • Must promote USAA • Must be linked to chapter membership growth • Must have a connection to community service/goodwill

  20. Exhibits • National Conferences • State National Guard Associations Conferences • Awards • Gold Bar Council and Chapter support is vital.

  21. Text Alerts Coming soon…Members can subscribe to alerts by texting one or more of the following keywords to MOAA1 (66221). Benefits Legis Career Member CaregiveVAClaims

  22. In Summary • Membership has its challenges • We’re a strong team when we work together • Your leadership is appreciated

  23. Questions?

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