maximizing member engagement
DESCRIPTION
Everyone thinks associations are in the membership business. They couldn’t be farther from the truth. They are in the business of putting their purpose and mission into action items in such an exciting and effective way, everyone in their industry would want to be a member. This presentation will share with you the 6-keys to maximizing your value proposition, how to motivate your board to change, the metrics they need to look at to facilitate change and how to tap into the new generation.TRANSCRIPT
Maximizing Member Engagement
Proudly Sponsored By:
Tom MorrisonPresenter
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Tony KarrerHost
Maximizing Member Engagement
What to Expect Today
• It's All About You• 6-Keys to Member Engagement• Recap and Conclusion
Maximizing Member Engagement
How to Get Your Members to Scream Your
NAME and Beg for MORE!
Who is Tom Morrison?
• CEO - Chief Energy Officer• 17 Years Association Management• 3rd Non-Profit – 2nd Trade Association• Love 80’s Music and to Dance• Played Drums Since I Was 5• Wife DeAnna and 3-Grown Children• Best Known For Pulling Out Beer Pong
Game and Instantly Becoming the Coolest CEO in History
Maximizing Member Engagement
Poll Time!
Now that the election is over, how do you feel about the future of your industry/association?
• Great• Not Sure• Worried
Maximizing Member Engagement
Its All About You
Who Is the Electric OutletOf Your Association?
Maximizing Member Engagement
Leader or Manager
Managers are focused Leaders create shared
focused
Managers take credit Leaders take responsibility
Managers seek to be heros Leaders make heros of others
on the team
Managers exercise power Leaders develop power within over people over people
Maximizing Member Engagement
Leader or Manager
Managers direct groups Leaders create teams
Managers communicate Leaders persuade
Managers have good ideas Leaders implement ideas
Managers react to change Leaders create change
Managers have employees Leaders win followers
Maximizing Member Engagement
The Power of Associations
Maximizing Member Engagement
Myths About the Association Business Model
1. The association model is broken2. Membership doesn’t work3. Young people are not joiners4. Free dues is the future5. People don’t see associations as relevant6. Virtual meetings will do away with live
meetings7. Social media will make associations
irrelevant
Maximizing Member Engagement
Association 101Aka… Why People Join Associations
1. Organize themselves2. Coordinate their efforts (cause)3. Leverage the costs over many people4. Build trust for partnerships/business
opportunities5. Do things for themselves they could not do
individually more effectively
Maximizing Member Engagement
Association 101
Emotions WHY People Join an Association
1. People WANT to be a part of something BIGGER than themselves
2. People WANT to be a part of something EXCITING
3. People WANT to believe in an organization that can EMPOWER them to make it happen
Maximizing Member Engagement
What Problems Do Your Members Have Right Now and In the FUTURE?
You Should NEVER Take Action Just Because Everyone is DOING IT!
Maximizing Member Engagement
INNOVATION!!!!
WHAT IS IT???
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What is Innovation
Innovation is when you have the right programs and services that continually match up with the biggest on-going challenges and opportunities that face your members.
The KEY in “On-going”
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The Big Problem With Innovation?
Disconnect Between Board, Staff and CEO on What You Should Do With Innovation.
Why? Fear and Change
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Member Value
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Member ValueMaximizing Member Engagement
Any Questions So Far?
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Key #1
Understand Your Threats to:
• Your Industry• Your Members• Your Association
Are The Threats Controllable or Uncontrollable?
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Which Ones are Controllable and Which Ones are Uncontrollable?
1. Build contingency plans for the uncontrollable ones
2. Focus your programs and services on the ones you can control
Maximizing Member Engagement
Sample Challenges for Any Association
• How do we give the smallest member in the most remote location a voice to participate
• How to we connect our members, volunteers and staff in a cost effective way to minimize administrative cost and leverage our time
• How do we connect with the next generation of members
• How do we help our members expand there marketplace
Maximizing Member Engagement
Sample Challenges for Any Association
• How do we engage the members who do not attend live meetings
• How do we connect the non-attending member with resources and networking as if they were attending meetings
• How do we give our members a competitive advantage in the labor marketplace
Maximizing Member Engagement
The Keys to a Great Value Proposition
Specifically defining what the challenges andopportunities in your industry are.
Identifying things you can for your membersthey cannot do themselves effectively in time,effort or financial resources.
This is where INNOVATION kicks in
Maximizing Member Engagement
Defining Your Potential Member’sChallenges or Opportunities
3 Keys to Developing Your Value Proposition
1. Identify Your Member’s Biggest Pains
2. Give Them the Right Medication
3. Set Dues Appropriately
Maximizing Member Engagement
So What Do YOU Need MOST?
Key #2
An Effective Communication Strategy
Maximizing Member Engagement
Maximizing Member Engagement
Maximizing Member Engagement
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The Question is???
What Business Are You In?
Maximizing Member Engagement
What Business Are You In?
Associations are in the business of performing the mission and purpose as defined in their governing documents and/or strategic plan with absolute excellence.
By performing your purpose combined with an effective value proposition, your industry should have a desire to be members.
Maximizing Member Engagement
The Association Challenges
Membership is a Balancing Act:
1. Recruiting New Members2. Serving Current Members to Maximize
Revenue
Which Side Holds More Weight?
Maximizing Member Engagement
The Association Challenges
Managing a variety of different demographic groups who all have varying expectations and give/receive messaging in dramatically different ways.
Continuing and fast paced technology shift in how we communicate and do business with each demographic group.
Maximizing Member Engagement
Membership = Pay Dues
Movement = Believers/Revolution
Maximizing Member Engagement
Key #3
Doing Things For Your Members What They Can’t Do For
Themselves More Effectively?
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Three Type of Association Programs / Services
1. Ones you can get for FREE anywhere
2. Ones you are going to do whether I’m a member or not
3. Ones you can do for members more effectively in time, effort and financial resources
Maximizing Member Engagement
Your Members Will Tell You What They Want
• Survey your members periodically to get their input and buy in
• Get members involved in an innovation creative team to help drive your value proposition
• Don’t think you know more than your members
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Any Questions So Far?
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Key #4
Show Your Board the RIGHT Metrics to Engage Change
Maximizing Member Engagement
5 Key Metrics to Graph
Total Membership by Quarter - Shows health in membership
Maximizing Member Engagement
5 Key Metrics to GraphPer Member Revenue - Shows health of member engagementin all revenue producing programs. Include dues and meetingsin your revenues.
Maximizing Member Engagement
5 Key Metrics to Graph
Rolling 12 Month Average of Annual Revenues and Expenses - Shows revenue related to expenses to identify quickly wheneither is heading the wrong direction.
Maximizing Member Engagement
5 Key Metrics to Graph
Total Assets, Liabilities and Net Worth – Shows overallhealth of association.
Maximizing Member Engagement
5 Key Metrics to Graph
Return on Management – Measures for every dollarassociation is investing in management, how many dollars dothey have in net assets at any given time. Want to measurethis annually.
Maximizing Member Engagement
Key Metrics Are Critical
• Shows the overall health of the association
• Help staff to see where change needs to happen
• Motivates the Board to make change
Maximizing Member Engagement
Question??
Are You Maximizing Your Revenue Per Member?
Maximizing Member Engagement
Three Bodies of Knowledge in Recruitment
1. Things Your Members Know They Know
2. Things Your Members Know They Don’t Know
3. Things Your Members Don’t Know They Don’t Know
Maximizing Member Engagement
Maximizing Member Engagement
The Keys
• Recruitment is all about Value, Expectations & Marketing
• Engagement is all about the right Programs/Services, Communications and Outreach
• Retention is all about doing #1 & #2 effectively• If you have a retention problem, you have an
even bigger problem with #1 & #2
Maximizing Member Engagement
Association Challenges
Two Fast Paced and Dynamic Shifts
• Fastest Shift in Technology in Our History• Largest Swing in Demographic Groups
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Challenge: Different Demographic Groups
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Keys to Engaging Younger Members In Your Association
•See the world in ways never thought possible
•Experience an amazing journey where they are better off at the end
•Fighting for an incredible cause
Does Your Association Offer These?
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Key #5
Narrow Your FOCUS
Maximizing Member Engagement
Key #6
3 Questions to Consistently Ask in Membership
• What are we doing that we should be doing differently?
• What are we NOT doing that we should be doing?
• What are we doing that we should STOP because it’s completed or irrelevant to the membership?
Maximizing Member Engagement
RECAP: 6 Keys to Maximizing Member Engagement
1. Understand Your Threats to Industry, Members and Association
2. Have an Effective Communication Strategy – Do it All in Print, Electronic, Video and Social
3. Do Things Your Members Can’t Do Themselves Effectively
4. Show the Right Metrics to Motivate Board and Staff to Change
5. Narrow Your Focus
Maximizing Member Engagement
RECAP: 6 Keys to Maximizing Member Engagement
6. Ask the Three Important Questions Every Year:
• What are we doing that we could be doing differently?
• What are we NOT doing we should be doing?• What are we doing that we can stop due to its
done or irrelevant?
Maximizing Member Engagement
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Maximizing Member Engagement
Proudly Sponsored By:
Tom Morrison904-249-0448@[email protected]
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Tony [email protected]