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The Future:

The Future:. Membership investment models. 1. about us. Dowell Stute and Associate’s Mission: Driving business associations to be relevant, profitable, and innovative. 2. our services. We provide business associations services in the following areas: Full Association Management

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The Future:

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  1. The Future: Membership investment models 1

  2. about us Dowell Stute and Associate’s Mission: Driving business associations to be relevant, profitable, and innovative. 2

  3. our services • We provide business associations • services in the following areas: • Full Association Management • Organizational Leadership • Back-Office • Events • Membership • Research and Development • Marketing/Communications • Public Affairs 3

  4. Membership Trends A more demandingcustomer Members aren’t joining – they’re buying! TIME POVERTY EXPECTATION OF ROI 4

  5. Why Chambers lose members • They are not involved, engaged, or connected – members perceive value when they are actively involved and engaged • They don’t know what the chamberoffers • What they don’t understand, they don’t use – the assumption is that members can and will access information if they are interested, when in reality, most of them won’t take the time to do so • Their expectations aren’t met 5

  6. (un) fair-share model • The traditional dues structure is usually based on the number of employees – these scaled amounts match to a dues amount, which sometimes varies with the industry. PROBLEMS • Benefits are the same regardless of investment • If members can’t pay that amount, they’re out. • Does not differentiate members • A la carte purchasing requires multiple asks • Punishes businesses for growing, incentivizes lying • Difficult to explain what members are paying for or show ROI 6

  7. Membershipprinciples What do members want? • To feel welcome and a part of the organization • Their contribution and business is appreciated at any level • Customization (they get it everywhere else) • To get benefits without having to show up • Bottom-line benefits, ROI • Quality, not quantity 7

  8. So, what are the alternatives? • Tiered dues models • “Freemium” Memberships • Electronic Only Memberships • Multitier Memberships • A La Carte/ Fee for Service Memberships 8

  9. Tiered Dues • Membership tiers are packages of benefits at various prices which entice larger investments in dues organizations. • Based on choice, benefits increase with investment • Segments and differentiates membership • Simplified annual planning and purchasing • Easy to see what members receive for dues • Requires more face time with members, technology BigIdea Tiered dues are the most natural next step for chambers seeking a change, and has proven results. 9

  10. Tiered Dues

  11. Tiered Dues

  12. Freemium/Open Memberships • Membership does not require the payment of dues • Can be tied to tiered dues as most limited benefit level, often for individuals only • Pros: Leads to substantial membership growth (more people exposed to chamber) • Cons: People perceive there’s no value because there’s no cost to join BigIdea People love free stuff, and a free level of membership can be an excellent gateway to chamber activity 10

  13. Freemium/Open Memberships

  14. Freemium/Open Memberships

  15. Electronic Only Memberships • Membership restricted to web-based resources and programming • Often offered to individuals, as well as companies • Pros: New streams of revenue are added with incurring expenses (e.g., printing) • Cons: Memberships provide limited access so they generate less revenue BigIdea Everyone is online, and people a low cost option allows them to be involved and see what their missing from full members. 11

  16. Electronic Only Memberships

  17. Multitier Memberships • Menu of membership options based on interests, professional designation, budget • Pros: Members like being able to choose which options best suit their needs • Cons: Requires the ability to manage multiple benefits for multiple audiences BigIdea This is the ultimate niche marketing, and people feel catered to. 12

  18. Multitier Memberships

  19. Multitier Memberships

  20. A La Carte / Pay for Service Memberships • Members only buy the services or programs that fulfill their interests and needs (modest base membership + add-ons, or add-ons only) • Pros: Members analyze how they want to use their membership, which leads to higher engagement • Cons: Members may not value the add-ons or use them , tracking benefits becomes more difficult BigIdea Giving people exactly what they want echoes the way members are buying nearly everything else. 13

  21. A La Carte Memberships

  22. Dues for Special Memberships • Lifetime Membership: opportunity for members to never have to pay for dues again • Career Transition Membership: allow professionals to maintain memberships during a time of transition (retirement, job loss, or transitioning from college to career • Student Membership: offer a community where students go for resources or support • Trial Membership: Opt-in (initial promotion for specified amount of time), Forced Free (free membership for a period of time), No Obligation Trial (agree to be invoiced and could cancel beforehand) • Multi-Year: Members receive a % discount for signing up and paying for multiple years in advance 8

  23. Changing Membership Changes Everyting No matter your strategy, the steps you must take : create RESEARCH strategy Promote & Implement Study your membership, conduct focus groups and surveys, don’t assume you know what members want and need. Take time to do it right. Altering membership will effect all areas of your organization. Don’t create a new system in a vacuum – be sure to test it before implementation. Take the time to explain your new system to prospective members and existing ones. 9

  24. get in touch Contact us (+651) 221-0850 Larry@dowellstute.com www.dowellstute.com 29

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