DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Got Membership Development?

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

What we cover today• Member Relations

• Member Retention and Recruitment

• Ethics Program

• Standard Setting Programs

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

How will we cover it today

Explanation

Examples

Engagement

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Member Relations

Develop communication strategies to keep members engaged and informed.

Audience-- Who

Message --What

Vehicle -- How

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Member-relations strategy addresses diverse needs/views of Current &potential members.

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Strategies for diverse current potential Members

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Strategies for diverse current potential Members

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Analyze &implement, if appropriate, industry awards and member recognition

programs

Association

programs and strategic goals.

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Membership Recruitment & Retention

Plan and implement membership recruitment and retention programs

guided by the strategic plan and the

results of a membership-needs analysis to expand and retain the

membership base.

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Example: NCRGEA Attracting new members

• dues structure?

• incentives to new members?

• membership survey to evaluate?

Strategic Plan

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Example: NCRGEA Attracting new members Cont.

Strategic Plan

• What is our inspiring vision of future?

• Who are we? What do we do?

• What are our priorities?

• What are our Goals and objectives?

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Utilize market segmentation & targeting to develop strategies, messages, and delivery vehicles for current and potential members

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Example from NC Soybean Producers AssociationStrategic Plan

Priority: Communication and Outreach

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

NC Soybean ProducersGoal 3: Review message and ways of communicating this message.

Evaluate who is target of specific messages: farmers, consumers, the public, Universities, partners, elected officials, and others.

Evaluate ways to send the message according to the target audience. This may include newsletter, social media, face to face meetings, and “visit a farm day”.

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Research and identify strategies and tactics that increase member return on investment (ROI).

• Why should I join?

• Why should I participate?

• What should I care?

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Communicate the value and relevance of association to diverse populations of members & potential members to enhance membership retention and recruitment.

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Evaluateincluding membership satisfaction and membership trends

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Group Exercises Doing

Each person works with help of rest of group

What is particularly important in a recruitment and retention plan for your association. Are there unique

features of your association?

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Group Exercises Sharing

Each group appoints one person to share some of the lessons learned.

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Ethics

Overall:

1. Is it moral?

2. Is it Legal?

3. Would it look bad on the front page of the papers or to be modern front page of the internet?

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

Also Codes of Ethics

Standard-Setting Programs

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

In Review from AENC Strategic Plan

Goal 3 Increase and improve membership engagement is a revision of 2011-2012 goal“Provide quality networking in events and all

programs”. The current plan retains the importance of offering high quality

networking events. This years’ goal expands by focusing also directly on member

engagement especially on engaging new members.

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

In Review from AENC Strategic Plan

Goal 4 Create a vibrant culture that engages and welcomes younger professionals is a new

goal. The focal point of this new goal is the creation of a group of young professionals

(association and affiliate members) in-between 21 and 35 years of age who will

present recommendations to the Board and communicate with similar young professional

groups.

DOMAIN 7: MEMBERSHIP DEVELOPMENTAssociation 101

In Review from AENC Strategic Plan

Goal 5 Add membership from at least two associations who are not currently a part of AENC focuses efforts not only on adding members but also on adding new

associations.