Construire l’avenir des associations franco-americains de France

AmCham Francea Case Study

Oliver Griffith, AmCham France

October 2009

The starting pointPlus

The AmCham reputation remained strongThe board was top notch (but not involved)Good location and rooms (but expensive)Many potential members

MinusMembership down from over 700 to 240 in eight yearsOver 10% membership loss per yearDeficits from 10-50% or revenue per yearUnmotivated or inappropriate staff (only 4 people)Few events, working groups or regional chapters

The Challenge Members too busy to get involvedLimited board involvement or helpHierarchical decision structure in FranceNo US CEOs or employeesUS firms moved outside of ParisCompetition from similar organizationsLobbying moved to BrusselsInformational function lost to the Internet Budget constraints

January 2007 – September 200970% membership increase: 249 - 423

Caveats:We started with a low base (249 members)French firms, individuals and smaller firms had not been encouraged to joinThe mission was not appropriate (lobbying for US firms)

Strategies1. Improve the value proposition2. Refine marketing materials3. Add membership categories, adjust fees4. Add regional chapters5. Add committees6. Increase visibility7. Leverage the board and other multipliers8. Direct Marketing

1. Improve the value propositionThe restaurant approach – something for everyone

EventsCommitteesAdvocacyMarketingMediaPublicationsTrainingBusiness services

EventsFrom high-brow to low-brow, with triageNetworking events, American styleCross-cultural eventsMarketing eventsTechnical eventsAdvocacy eventsEvents with Embassy and US officialsEvents with host country ministers Events with well-known CEOsMember-generated eventsEvents with partner organizations

2. Improve marketing materials

Web-siteBrochures, foldersHand-outsPublicationsAdvertisementsYourself

Web-siteBorrow from other web-sitesList events and activitiesHave an automatic membership sign-upShow what is importantPretend you are bigger than you areGet links on other web-sitesDo updates yourself

Brochure, foldersState your missionLetter sized brochure, made in-houseList prominent firms

HandoutsList of benefits and membership categoriesList of prominent membersLists of past events and upcoming eventsList of benefits for special categories (schools or states) MagazinesPass them out whenever possible

PublicationsAllow members to write articlesHighlight eventsInclude membership informationDistribute widely at strategic locations

AdvertisementsDo advertising exchangesOffer free membership for advertising

YourselfBe positive, listen, and be nice to everyoneAnswer all e-mails and phone callsGo to lots of networking events

3. Add member categories, adjust feesNew Old

Ile-de FrancePresident’s Council E 3400 E 3250Corporate E 1700 E 1625Entrepreneur E 800 new Individual Ile-de-France E 400 E 775Non-Profit E 700 E 690

RegionalCorporate Regional E 600 E 800Corporate Affiliate E 400 E 600Individual E 200 E 460Non-Profit E 400 E 690

Non-ResidentCorporate $ 1000 $1000Non-Profit $ 500 new

4. Add Regional ChaptersMore and sometimes better membersMore publicity and better advocacyFind Chairmen who can profit from their roleCreate separate web-pages

5. Add CommitteesTarget industry groupsKeep separate events listsFind chairmen who can profit from their roleCreate separate web-pages

6. Increase Visibility

Meet journalists and participate in media eventsInvite journalists to eventsParticipate as speaker/moderator in conferencesGo to relevant receptions and conferencesForm partnerships with other organizationsPass out marketing materials whenever possibleBeef up web-site with key wordsStart Linked-In and other groups

7. Leverage Board and Multipliers

BoardChoose impressive board membersUse Board member introductionsWrite stock letters and follow up

OthersUSG: Ambassador, FCS, Econ (also for Consulates)American Club and other American organizationsHost government organizations, investment agenciesMaster networkers

8. Direct MarketingGet appointments with company CEOsCreate target lists, write letters and callSend out marketing materialsInvite non-members and past members to eventsInvite members of business associations to eventsCreate or buy e-mail lists of non-membersTarget new US firms coming to the country

Membership Growth 70%

Category Jan. 2007 Sept. 2009

Pres. Council 81 98Corporate 110 125Affiliate 12 28Corp Non-Res 3 11Individual 25 73Non-Profit 18 46Non-Profit NR -- 13Entrepreneur -- 29__________________________________________

249 423