Membership CLA Webinar Jason Gudenius, Scott D. Ferrin, SPHR And Phyllis Shurn-Hannah, SPHR August 1, 2013
Agenda WHAT WE’LL COVER TODAY Member-get-a-member campaign Member retention Effective members surveys New membership support material on the VLRC Membership Summit at Leadership Conference
SHRM Member-get-a-Member Campaign: • YOUR REWARDS — Receive a $20 Amazon.com gift card* for each of the first five new members recruited. ($100 maximum reward per referrer.) Even if you bring in just one new member, you get a $20 Amazon.com gift card. • HOW TO REFER — Share the benefits of SHRM and encourage your friends/colleagues to join SHRM online at membership.shrm.org • HOW WE TRACK — If your referrals apply for membership, they will need to answer “YES” when asked if they were referred to SHRM by a current member on their membership application confirmation page, and fill out the information requested. If they join, you get rewarded. It's that easy. • See more details at www.shrm.org/getamember
Member Retention Membership retention encompasses how you engage your members and how you execute your renewal programs to keep members over time. WHAT IS MEMBERSHIP RETENTION?
Member Engagement HOW MEMBERS INTERACT & GET INVOLVED Let’s hear from you… What are you currently doing to get your members involved/engaged with your organization?
MGI Membership Marketing Benchmarking What nearly 700 associations are doing Free survey MGI conducts every year. Nearly 700 associations are asked questions about their membership practices. We’ll be sharing some information today as support for our discussions.
Member Engagement Communication Methods Used to Onboard New Members
Member Engagement Key Insights on Onboarding Communication Associations with 80%+ renewal rates are significantly more inclined to use a staff welcome call. Associations reporting increases in membership over the past 5 years are significantly more likely to use new member webinars and in–person new member receptions, as compared to those reporting a decline in membership. Evidence is suggesting there is still value to people meeting face-to-face and/or talking to people. Traditional communication can still be effective.
Member Engagement WHAT DO YOU COMMUNICATE How do you engage your members (outside of onboarding new members)?
Renewals Let’s hear from you… What does your current renewal program consist of? Meaning how many times do you contact a member and how do you contact them? The mechanism for getting someone to stay and for collecting dues
Effective Member Surveys What questions to ask What questions are you currently asking your members?
Effective Member Surveys Sample Questions for understanding value We are interested in developing chapter programs that will appeal to you. Please indicate which of the following would be of sufficient interest that you would attend a chapter event on the topic? (select all that would be relevant) Strategic HR Compliance Managing FMLA Claims Wellness Programs Etc. Etc.
Effective Member Surveys Sample Questions for understanding value How important are the following chapter functions to you? Rank each from 1-5 with 1 being low importance and 5 being high importance. Networking with local professionals Ability to obtain CE credits Professional development Etc. Etc.
Effective Member Surveys Sample Questions for understanding value How satisfied are you with the our ability to deliver on the following functions? Rank each from 1-5 with 1 being low importance and 5 being high importance. Networking with local professionals Ability to obtain CE credits Professional development Etc. Etc.
Effective Member Surveys How often do you survey? How frequently do you survey your members?
Effective Member Surveys How often do you survey? Rule of thumb – survey your members for feedback on your value every 1-2 years. Use surveys to gather ideas when planning the upcoming years’ programs. Surveys are a tool for listening!
New VLRC Resources Sample renewal notice Sample acquisition effort Sample calling script SAMPLES FROM MGI http://www.shrm.org/Communities/VolunteerResources/Pages/MembershipCLA.aspx
Leadership Conference Planning 2013 SHRM Leadership Conference November 21-23, 2013 Gaylord National Hotel National Harbor Maryland Membership Summit Meetings Friday and Saturday
Leadership Conference Planning Past Membership Summit Meetings: Leadership Conference 2010 Annual Conference 2011 Leadership Conference 2011 Annual Conference 2012 Leadership Conference 2012 Find the information on the VLRC at: http://www.shrm.org/Communities/VolunteerResources/Pages/2010MembershipSummit.aspx
Leadership Conference Planning Past Membership Summit Topics: Leading Membership Activities Full Cycle Recruiting Attract, engage, retain Developing board engagement New markets for members Marketing basics Surveying and strategic planning
Leadership Conference Planning Let’s hear from you… What do you want to see at the 2013 Membership Summit at Leadership Conference? What are the outcomes you expect from your conference experience?
Membership CLA Calls Membership Webinar Dates: August 1 November 21-23 SHRM Leadership Conference December 11 Recorded webinars located: Volunteer Leader Resource Center(VLRC)
Questions? Jason Gudenius, CDM Account Director Jgudenius@marketinggeneral.com 703-706-0392 Web: www.MarketingGeneral.com Phyllis Shurn-Hannah, SPHR Northeast Field Services Director email@example.com 1-800-283-7476, Option 1, Ext. 6293 Scott D. Ferrin, SPHR Southwest Central Field Services Director Scott.firstname.lastname@example.org 1-800-283-7476, Option 1, Ext. 6453