Meeting the Challenge: What are you doing differently

to retain members in 2013?

Melanie J. Penoyar, CAEErin Haddigan

Agenda

• Status of 2013 Membership Goals• Section Membership Challenge

– First –year members– Four actions for Sections

• Section sharing• Membership Promotions• Fall Tradeshows and Section Conferences

2013 Membership Goals

• 50,000 members• 88% retention rate• $10.2M in dues revenue

• Renew 67% of 1st-year members and get 10% of dues collected.

• Focus on specific members.• Section Tools

• Best friends list• Retention Report• Challenge Report

Section Membership Challenge

1st-Year Members

• What’s all the fuss about new members?

• What’s different about them?

The Membership Lifecycle

– Awareness– Recruitment– Engagement– Renewal– Reinstatement

Engagement

• The process of moving members from observers to users of products and services, while strengthening their emotional or physical investment– Create interaction– Communicate relevance– Measure involvement

We should be guiding the member experience.

• Benchmarks• Individuals

• 67%• Organizations

• 75%

• AWWA• Individuals

• 49%• Organizations

• 56%

1st-Year Member Retention

AWWA Retention Strategy

Individual Members

Individual Actives

(Grade 02)

Admin/Operations (Grade 06)

Life/Honorary (Grades 10 &

12)

Students(Grade 14)

International(Outside North

America)Sections Sections awwa awwa awwa

Organizational Members

Main Contacts (Grade 76)

Additional Actives(Grade 04)

Utilities (Grades 80-86)

Service Providers

(Grades 90-94)

Partner Agencies

(Grade 74)AWWA AWWA AWWA AWWA awwa

• New member kit arrives in 1st month and includes:• Letter• Card• Certificate• Coupon• Quick References• Resource Guide

AWWA Onboarding

• Email Series includes:• Welcome W1• Get Familiar M2• Get Connected M3

• Web Resources• Get Involved

AWWA Onboarding

• Member Value Messages

• New Member Orientation

• Social Media

Other Activities

Prior to Expiration Activity Month

• Web Notice 10• 1st Email Notice 10• 1st Mail Notice 10• 2nd Mail Notice 11• 2nd Email Notice 12• Last Issue 12

After Expiration Activity Month

• 3rd Mail Notice>30• Post card >30 • 3rd Email Notice >60• Call >60• 4th Email Notice >90 • Win Back Calling

April/Oct

AWWA Renewal Efforts

• Communicate with new members• Recognize new members• Push new members to engage • Thank new members

Section Responsibilities

Sections Welcome New Members

• During 1st Month• Options

• Email• Mail• Phone

• Section Tools• Database and

weekly lists• Templates :

• Emails• Letters• Calling scripts

Section Recognize Members

• During Q1 recognize members through:• Web• Newsletter• Public Recognition

• Section Tools• Section Database

Section Recognize Members

• During Q1 recognize members through:• Web• Newsletter• Public Recognition

• Section Tools• Section Database

• During month 4, push members to engage with the Section:• Provide discount to

conference or training

• Encourage them to recruit a member

• Ask to volunteer

• Section Tools:• New member

discount sample• Member-Get-A-

Member Resources• Volunteer flyer

Push Engagement

Show Appreciation

• Section Tools• Member

Appreciation Toolkit:• Graphics• Video• Ideas• Section examples

Show Appreciation

• What are you doing today?

• What are your great ideas?

Great Ideas

Membership Campaigns

Individual • Grade 02• 15 months for the price of 12

Operator• Grade 06• eLearning bundle, study guide

bundle

Student• Grade 14• Join for $10• 9/1-11/30

Small Utilities• Grades 80 and 81• 25% off first year

Member-Get-A-Member

Social Media promotions• International Coffee Day• $70 purchase required to get

Free mug

Fall Section Conferences

AWWA will promote member value at many outside tradeshows and Section conferences this fall.

Have Fun