Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar,...
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Transcript of Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar,...
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.