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Members!

Members!. Peggy Hoffman, president Mariner Management & Marketing. Goal: Robust Membership. Thriving Refreshing Growing. Retain Members. Attract New Members. #1 Way to Retain?. Member Involvement. Value ↑ as Involvement ↑. #1 Reason to drop: Low Value for Cost. * Decision to Join.

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Members!

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  1. Members! Peggy Hoffman, president Mariner Management & Marketing

  2. Goal: Robust Membership • Thriving • Refreshing • Growing

  3. Retain Members Attract New Members

  4. #1 Way to Retain? Member Involvement Value ↑ as Involvement ↑ #1 Reason to drop: Low Value for Cost * Decision to Join

  5. #1 Way to Get Members Involved? Member Invites a Member # 1 Reason to Volunteer: Asked! Referrals Generate Excitement 1 Points of Light 2 Euro RSCG Worldwide / Creating Customer Evangelists

  6. #1 Way to Recruit? Word of Mouth 60% Credited Colleague/Instructor People seek referrals from friends 1 Decision to Join 2 Creating Customer Evangelists

  7. #1 Word of Mouth Source? Members! Primary Influence: Colleague 1 Decision to Join

  8. Member Evangelist!

  9. Activating Member Evangelism… • How to find your member evangelists • How to cultivate member evangelists • How to tap member evangelists

  10. Member Ladder… Member Evangelist Engaged Member Participating Member New Member

  11. Activating Member Evangelism… Participating – comes to events, pitches in occasionally Engaged – contributes, takes on a volunteer role Evangelist – promotes your organization

  12. Activating Member Evangelism… New Member Participating Member • Warm welcome • Create connections • Personalize

  13. How can you increase participation?

  14. Activating Member Evangelism… Participating Member Engaged Member • Communicate, communicate – to them, with them, from them • Sharing with them – what knowledge can you give? • Help them connect – how can they connect in your association?

  15. How can you engage members?

  16. Activating Member Evangelism… Engaged Member Member Evangelist • Make easy to share, recommend • Respond quickly – to their needs & to those who they refer • Give tools like trials • Grease the buzz – find your hubs

  17. How can you support your Envangelists?

  18. Metrics to Measure: Participation Engagement Evangelist – Net Promoter Score

  19. % of Promoters - % of Detractors Net Promoter Score

  20. How likely is it that you would recommend membership in [association] to a friend or colleague?Promoters (Rating 9-10) 43.0% Passive (Rating 7-8) 31.3% Detractors (Rating 0-6) 25.8% Net Promoter Score 17.2% * Decision to Join

  21. A person’s decision to join is an individual membership organization is not a cost-benefit analysis. ASAE & The Center’s Decision to Join 16,000 respondents

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