lifecycle presentation (2) 1
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The Membership Lifecycle A Systems Approach to Membership Marketing
Presented by Erik Schonher, Vice President
APTA Membership Chair ConferenceMarch 27-28, 2010
Peter Senge
Peter Senge
In his book “The Fifth Discipline,” Peter Senge focused on a concept called 'systems thinking.'
Systems Thinking
'We tend to focus on snapshots of isolated parts of the system and wonder why our deepest problems never seem to get solved. System thinking is a conceptual framework…to make the full patterns clearer, and to help us see how to change them effectively.'
Systems Thinking
In short systems thinking is the process of understanding how things influence one another other within a whole.
Just like the Human Body
and
just like Physical Therapy.
So what does the ‘system of membership’ look like?
MGI Membership Lifecycle
Five key membership life stages:
•Awareness
•Recruitment
•Engagement
•Renewal
•Reinstatement
AwarenessThey can’t join if they don’t know about us.
1. Lead Generation1. Identification2. Qualification3. Strategy
2. Connecting 1. Letter/E-mail2. Visit3. Event
3. Nurturing1. Answering questions2. Asking questions3. Engaging
RecruitmentWhen a prospect chooses you.
1. Make it Easy
2. Provide an Immediate Reward
3. Confirm that their decision is the RIGHT ONE.
4. Make a promise and keep it
EngagementHelp the Member use APTA
The more a member uses APTA, the greater thelikelihood that they will renew.
Monthly Engagement Program – Goal to build loyalty in new members and encourage involvement
– Affirmation of Value -- Welcome and benefit highlights will present valuable APTA resources and services included in membership (not a sales pitch)
– Interaction – The program includes surveys to gain feedback and give members a voice.
– Communicate Vision – Briefings will communicate APTA actions on behalf of members
Proposed Engagement Schedule Month Audience Activity
0 New Membership Confirm Email
1 New Mailed Welcome Kit – New
2 New ID new service
3 New ID new product
4 New ID most commonly used product
5 New ID leadership
6 New Member Survey Email
8 New Renewal Advisory - Questions?
Renewal“I like this…I want to stay.”
Members vote with their wallets. When they renew they
are voting to stay.Just like when they joined…:
1. Make it Easy
2. Provide an Immediate Reward
3. Confirm that their decision is the RIGHT ONE.
4. Make a promise and keep it
New Renewal -Touch System
• Communicate with current members 60 days prior to expiration.
• Communicate with lapsed members 60 days after their expiration date.
• Communicate with new graduates (TRANs Category).• Conduct research through surveys, focus groups, or
interviews to identify member needs at least every 3 years.
ReinstatementRestoring a Relationship
Re-contact with former members and update them
on changes and invite them to return.
1. Make it Easy
2. Provide an Immediate Reward
3. Confirm that their decision is the RIGHT ONE.
4. Make a promise and keep it
Tracking Your Effectiveness
• Build a ‘Dashboard’ that helps you track your membership acquisition and renewal efforts. Key datapoints include:
• Acquisition– Total Market– Annual & Monthly Goal– Total Unique Contacts/Month– Total New Members
• Renewal– Total Members– Total Members up for Renewal– Total Members Renewed– Total Members Expired
Membership Dashboard
