notre dame alumni association successful membership marketing alumni senate 2010| apri 16, 2010
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Notre Dame Alumni Association
Successful Membership MarketingAlumni Senate 2010|Apri 16, 2010
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Agenda
Overview of current alumni landscape
Audit and segmentation strategies
Structures, pricing and benefits
Planning and marketing
Best practices
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Landscape
25%
43%
32%
125,000 Alumni
Young Alumni: 31,000 (1-10 years out)
Middle Alumni: 54,000 (11 - 34 years out)
Parents: 73,000 (non-alumni)Friends: 87,000
Young Alumni
Middle Alumni
Senior Alumni
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Landscape
ND Club Network in the U.S.
• 220 domestic clubs• 50 international clubs• 23,000 paid members
Club size/#of alumni in area/# of clubs
AA:1500+ (19)A: 750 -1499 (18)B: 350 - 749 (37)C: 200 - 349 (40)D:125 - 199 (32)E: 75 - 124 (44)F: 74 or less (28)
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Membership Audit
Defining your club’s composition
Who are your members?
Benchmarking your club’s membership composition against alumni in your area – gap analysis
Alumni vs. Parents vs. Friends
Retention rates
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Segmentation Strategies
New graduates
Young alumni
Senior alumni
Alumnae
Clergy
Parents
Friends
Special interest groups
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Membership Structures & Pricing
Tiered membership structure, i.e. Green, Blue, Gold
Dues structure $25 to $150+
Sample structure $25(Green), $50(Blue), and $100(Gold)
Discounts to seniors, new graduates, clergy, special groups
Honorary memberships
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Membership Benefits
Delivering value
Unique Selling Proposition (U.S.P.) - particular quality, feature or benefit
Benefits, incentives, inducements offered at different levels or types of membership
Develop list of benefits and communicate them often
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Membership Cycle
Calendar for membership drive
Fiscal vs. calendar year
New memberships vs. renewals
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Planning
Communications plan
Calendar of marketing/communication activities
Timely and consistent
“Top of mind” awareness
Messages should be “benefit-oriented”
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Marketing Tools
Website (New platform – Fall 2010)
Social media (Facebook, LinkedIn)
Broadcast email
Direct mail
Newsletters
Print (parish bulletin, newspaper)
Event signage
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Recruitment Best Practices
Annual membership drive
“Invite a friend” campaign
Event-based recruitment
Incentives (The Shirt, alumni Christmas ornament)
Club football ticket lottery
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Retention/Renewal Best Practices
Renewal incentive
Personalized approach, handwritten note
Phone campaign/personal call to lapsed members
Hard copy renewal form with reply envelope
Segment by class year
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Adding Value
Conduct annual brief club survey
Develop programming and events relevant to your membership based on members’ input
Segment programming (family, young, career networking)
Create new programming to attract specific segments and retain current members
Provide incentives for paid members (special receptions, recognition, members-only functions)
Offer a variety of events and activities based on the “Six C’s” to attract the greatest cross-section of potential attendees and members
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Event Based Recruitment
Professional relationship and career building
Career network groups
Professional mentoring programs
Cross-club events and promotions
Local sporting and entertainment events
Student send-offs
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Conclusion
Sharing of best membership practices (all)
Questions