Membership CLA Webinar
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Transcript of Membership CLA Webinar
Membership CLAWebinar
Jason Gudenius, Scott D. Ferrin, SPHR And Phyllis Shurn-Hannah, SPHR
August 1, 2013
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AgendaWHAT WE’LL COVER TODAY
Member-get-a-member campaign Member retention Effective members surveys New membership support material on the
VLRC Membership Summit at Leadership
Conference
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SHRM Member-get-a-Member Campaign:
YOUR REWARDS — Receive a $20 Amazon.com gift card* for each of the first five new members recruited. ($100 maximum reward per referrer.) Even if you bring in just one new member, you get a $20 Amazon.com gift card.
HOW TO REFER — Share the benefits of SHRM and encourage your friends/colleagues to join SHRM online at membership.shrm.org
HOW WE TRACK — If your referrals apply for membership, they will need to answer “YES” when asked if they were referred to SHRM by a current member on their membership application confirmation page, and fill out the information requested. If they join, you get rewarded. It's that easy.
See more details at www.shrm.org/getamember
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Member Retention
Membership retention encompasses how you engage
your members and how you execute your renewal programs to
keep members over time.
WHAT IS MEMBERSHIP RETENTION?
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Member EngagementHOW MEMBERS INTERACT & GET INVOLVED
Let’s hear from you…
What are you currently doing to get your members involved/engaged with your organization?
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MGI Membership Marketing BenchmarkingWhat nearly 700 associations are doing
Free survey MGI conducts every year.
Nearly 700 associations are asked questions about their membership practices.
We’ll be sharing some information today as support for our discussions.
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Member EngagementCommunication Methods Used to Onboard New Members
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Member EngagementKey Insights on Onboarding Communication Associations with 80%+ renewal rates are
significantly more inclined to use a staff welcome call.
Associations reporting increases in membership over the past 5 years are significantly more likely to use new member webinars and in–person new member receptions, as compared to those reporting a decline in membership.
Evidence is suggesting there is still value to people meeting face-to-face and/or talking to people. Traditional communication can still be effective.
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Member EngagementWHAT DO YOU COMMUNICATE
How do you engage your members (outside of onboarding new members)?
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Member Engagement
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Renewals
Let’s hear from you…
What does your current renewal program consist of? Meaning how many times do you contact a member and how do you contact them?
The mechanism for getting someone to stay and for collecting dues
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Membership Renewal
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Membership Renewal
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Membership Renewal
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Effective Member SurveysWhat questions to ask
What questions are you currently asking your members?
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Effective Member SurveysSample Questions for understanding value
We are interested in developing chapter programs that will appeal to you. Please indicate which of the following would be of sufficient interest that you would attend a chapter event on the topic? (select all that would be relevant)– Strategic HR– Compliance– Managing FMLA Claims– Wellness Programs– Etc.– Etc.
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Effective Member SurveysSample Questions for understanding value
How important are the following chapter functions to you? Rank each from 1-5 with 1 being low importance and 5 being high importance.
– Networking with local professionals– Ability to obtain CE credits– Professional development– Etc.– Etc.
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Effective Member SurveysSample Questions for understanding value
How satisfied are you with the our ability to deliver on the following functions? Rank each from 1-5 with 1 being low importance and 5 being high importance.
– Networking with local professionals– Ability to obtain CE credits– Professional development– Etc.– Etc.
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Effective Member SurveysHow often do you survey?
How frequently do you survey your members?
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Effective Member SurveysHow often do you survey?
Rule of thumb – survey your members for feedback on your value every 1-2 years.
Use surveys to gather ideas when planning the upcoming years’ programs.
Surveys are a tool for listening!
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New VLRC Resources
Sample renewal notice
Sample acquisition effort
Sample calling script
SAMPLES FROM MGI
http://www.shrm.org/Communities/VolunteerResources/Pages/MembershipCLA.aspx
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Questions?
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Leadership Conference Planning
2013 SHRM Leadership Conference November 21-23, 2013Gaylord National HotelNational Harbor Maryland
Membership Summit MeetingsFriday and Saturday
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Leadership Conference Planning
Past Membership Summit Meetings: Leadership Conference 2010 Annual Conference 2011 Leadership Conference 2011 Annual Conference 2012 Leadership Conference 2012
Find the information on the VLRC at:http://www.shrm.org/Communities/VolunteerResources/Pages/2010MembershipSummit.aspx
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Leadership Conference Planning
Past Membership Summit Topics: Leading Membership Activities Full Cycle Recruiting
– Attract, engage, retain Developing board engagement New markets for members Marketing basics Surveying and strategic planning
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Leadership Conference Planning
Let’s hear from you…
What do you want to see at the 2013 Membership Summit at Leadership Conference?
What are the outcomes you expect from your conference experience?
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SHRM is Your Support
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Membership CLA Calls
Membership Webinar Dates: August 1 November 21-23 SHRM Leadership
Conference December 11
Recorded webinars located:Volunteer Leader Resource Center (VLRC)
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Questions?
Phyllis Shurn-Hannah, SPHRNortheast Field Services Director
1-800-283-7476, Option 1, Ext. 6293
Jason Gudenius, CDMAccount Director
703-706-0392Web: www.MarketingGeneral.com
Scott D. Ferrin, SPHRSouthwest Central Field Services Director
1-800-283-7476, Option 1, Ext. 6453