mmc presentation - 199 ideas for membership recruitment and retention
DESCRIPTION
Presentation from ASAE's 2010 Membership and Marketing ConferenceTRANSCRIPT
Connecting Great Ideas and Great People
www.asaecenter.org
Content Leaders:
Miriam Miller, CAE, director, membership,
United Fresh Produce Association
Tip Tucker Kendall, director, membership, exhibition and convention services,
Women’s Basketball Coaches Association
Membership and Marketing:
From 199 Ideas to Your WorldJune 15, 2010
10:45 a.m. - Noon
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Idea #1
You’ve got them in the
door. Don’t leave them
alone in the living room.
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Put yourself in your members’ shoes
Create an atmosphere of immediate
welcome
Make them feel valued as individuals
Constantly communicate
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How do you welcome
new members?
What is your new
member retention plan?
What activities make
your new members feel
valued?
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Idea #2
Address Your
At-risk Groups
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Gender
Who are they?
New to the professionRace
New to membership
Subsets of profession
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- Forums during the meeting
- Educational tracks
- Listservs and messageboard
- Social Media
- Newsletters or information needs
- Blog
Talk to them…not at them
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Talk to them…not at them
-Forums during the meeting
-Educational tracks
-Listservs
-Social Media
-Newsletters or information needs
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Idea #3
The Power of
Personalization
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A personal story about personalization . . .
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Know what “personally” matters to your
members
Make form letters “un-form letters”
Use technology to streamline your efforts
Proofreading is essential!
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What information do you capture about
your members to ensure your
communications are personal?
What discrete programs and services
matter personally to your members?
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Idea #4
Go Above and Beyond
with “Good Job” Calls
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Don’t let good news be a missed
opportunity to reach out to your members!
-Babies
-Marriages
-Awards
-Publications
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Idea #5
Landing Pages Help Your
Membership Take Off
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I’m on your website? Now what?
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Help members “Choose their Own
Adventure”
Recognize the individual value
proposition
Make it easy to “come home.”
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Idea #6
Crowdsource to Create
Community
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- Rename your association
- Pick a logo for your upcoming meeting
- Pick a keynote speaker
- Pick ALL the speakers for your conference
- Top story for your website
Give them lots of OPPORTUNITIES TO FEEL
INVESTED in the association’s big
decisions and the small decisions.
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Convention Advisory Group
-Constant feedback…on big and small
-Over 150 sign-ups in 24
hours
-Make it easy – 5 questions
once per month
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Idea #7
Cultivate Your
Post-Convention
Communications
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What was that event I attended again?
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Have a post-convention plan in place pre-
convention
Strategize beyond membership staff
Maintain your momentum post-show
Don’t forget those who didn’t attend
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What is your member/prospect follow up
strategy for major events?
How do you maintain momentum after an
event?
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Idea #8
Save Your Renewals from
Recycling
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Timing is everything!
Do you know when the
best time to bill your
members is?
Have you asked?
Don’t even THINK about
billing me during
convention season!
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Make it simple…
- Limit invoices to one-sided single sheet
- Make sure that online invoices take no
more than 3 minutes
- Allow members to pay how THEY want to
(or can) pay
then make it simpler.
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Idea #9
Wine and Dine the
Decision-makers
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You like me? You REALLY like me!
Or
Flattery will get you everywhere
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Do you know who your decision makers
are? Do you know “how” they like to
decide?
Don’t underestimate the personal ask
Recognize early and often
Empower your internal champions
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Do you know who your decision makers are?
How do you acknowledge your decision
makers?
What investment do you make in
cultivating decision maker support?
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Idea #10
Spread Your Membership
News Far and Wide
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Press Releases
- Change in membership types
- Year-end or record-breaking membership
numbers
- Post-convention or record-breaking
convention attendance
- Record-breaking opening of convention
registration
- Shifts in membership demographics
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Marketing Materials
- Paint a clear picture of who you are…based
on who you want to attract.
- Member demographics on brochures and
website
Give it context! A pie chart with no
context is NOT enough!
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Buy your copy of
199 Ideas: Membership
Recruitment and Retention
today!
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Want to be published in an ASAE publication?
Submit your tip to:
www.asaecenter.org/sharemytip
We are looking for additional tips
for ASAE’s next tip book,
199 Ideas: Member Service & Engagement
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Contact Information
Miriam Miller, CAE
Director, Membership
United Fresh Produce Association
202.303.3410
Tip Tucker Kendall
Director, Membership, Exhibition and Convention
Services
Women’s Basketball Coaches Association
770.279.8027 ext. 106