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

#1 Way to Get Members Involved?

Member Invites a Member

# 1 Reason to Volunteer: Asked!

Referrals Generate Excitement1 Points of Light

2 Euro RSCG Worldwide / Creating Customer Evangelists

#1 Way to Recruit?

Word of Mouth

60% Credited Colleague/Instructor

People seek referrals from friends

1 Decision to Join

2 Creating Customer Evangelists

#1 Word of Mouth Source?

Members!

Primary Influence: Colleague

1 Decision to Join

Member Evangelist!

Activating Member Evangelism…

• How to find your member evangelists

• How to cultivate member evangelists

• How to tap member evangelists

Member Ladder…

Engaged Member

Participating Member

New Member

Member Evangelist

Activating Member Evangelism…

Participating – comes to events, pitches in occasionally

Engaged – contributes, takes on a volunteer role

Evangelist – promotes your organization

Activating Member Evangelism…

New Member

• Warm welcome

• Create connections

• Personalize

Participating Member

How can you increase participation?

Activating Member Evangelism…

Participating 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?

Engaged Member

How can you engage members?

Activating Member Evangelism…

Engaged Member

• 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

Member Evangelist

How can you support your Envangelists?

Metrics to Measure:

Participation

Engagement

Evangelist – Net Promoter Score

% of Promoters

- % of Detractors

Net Promoter Score

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

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