Sunday, May 6

Chapter Leader Day

#ATDCLD

W E L C O M E !

#ATDCLD

ATD Chapter Services Team

Erin MurphySenior Manager, Chapter Services

Samantha HermanSenior Project Manager,

Chapter Services

Natasha PorterCustomer Project Manager

Kylie MalloyChapter Relations Manager

Eastern Area

Sarrah AbbasiChapter Relations Manager

Western Area

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National Advisors for Chapters (NAC)www.td.org/NAC

• Volunteers who are past presidents

• Liaisons between chapters and ATD

• Mentors and advisors to chapter leaders

ATD National Committees

NAC Chair represents chapter interests on ATD Board of Directors

Applications are due Monday, June 3!

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National Advisors for Chapters

Michelle Baker

Home Chapter:Central Indiana

Chris Coladonato, CPLP

Home Chapter:Maryland

Roger Buskill

Home Chapter: Kentuckiana

Elizabeth BeckhamCRC Chair

Home Chapter: Baton Rouge

Bernadette Costello

Home Chapter: Metro DC

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National Advisors for Chapters

David Hofstetter

Home Chapter: Central

Massachusetts

Lisa Goodpaster

Home Chapter: Heart of

Central Illinois

Stephanie Hubka, CPLP

Home Chapter: Metro DC

Tracie Cantu

Home Chapter: Austin

Krishna ClayALC PAC Chair

Home Chapter: Nebraska

Bonnie Moore

Home Chapter: Houston

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National Advisors for Chapters

Lorinda Schrammel

Home Chapter: Tulsa

Jennifer Rogers, CPLP

Home Chapter: Piedmont

Tiffany Prince

Home Chapter: Chicagoland

Laura Renaud, CPLP

Home Chapter: Valley of the Sun

Katie Vaillancourt

Home Chapter: Maine

Linda Warren, CPLP

Home Chapter: Austin

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Join the conversation using: #ATDCLD

We’ll be engaging with you and with chapter leaders who couldn’t

make it today.

Share your ‘tweetables’ throughout CLD!

#ATDCLD

Today’s Agenda

Breakfast

Welcome and Introductions

Break

Engagement: Impact the Member Experience

Retention: Enriching the Value

Closing Announcements and Wrap-Up

Power Member & Chapter Excellence Awards

Optional Networking Lunch

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Chapter Recognition Committee (CRC)

www.td.org/CRC#ATDCLD

The mission of the SOS program is to foster strong, healthy chapters and promote synergy through rewarding and recognizing chapters that share their best practices with other chapters.

SOS = Sharing Our Success

www.td.org/SOS#ATDCLD

Submitting your chapter’s best practices through the SOS program allows the chapter to share its knowledge and organizational learning with other chapters and helps raise the number of successful ideas available to other chapter leaders. You also earn national recognition for the great work your chapter is doing.

• A description of the submission will be featured on the SOS webpage

• A listing will be featured in the Leader Connection Newsletter (LCN)

• Recognition at the ATD Chapter Leaders Conference (ALC) in Arlington, VA

• An SOS logo for your chapter’s website

• A press release template for use with local news sources

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Share Your Success During ATD 2019!

#ATDCLD

ATD Chapter Leader Conference (ALC PAC)

www.td.org/ALCPAC#ATDCLD

www.td.org/ALC#ATDCLD

Has your chapter achieved excellence in membership, marketing, volunteer engagement, or programming?

Does your chapter have stand-out successes and best practices to share with other chapter leaders?

Submit a proposal!

• Session facilitators receive a complimentary conference registration.

• Help other chapters achieve success by sharing your chapter’s ideas and insights.

• Facilitate groundbreaking discussions and be recognized by your peers as a thought leader.

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Exploring the Member Experience Journey:

Member Engagement

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What is “engagement?”• Registering and attending chapter programs, workshops, and networking

events

• Joining/renewing as a chapter member

• Connecting with other chapter members, leaders, and volunteers – both in person and online

• Volunteering at chapter events, serving on committees, and joining the board

• Website visits, page views, email open rates, search results

• Social media posts, likes, and follows

#ATDCLD

“Complaining about the association on message board is engagement! So is every customer service inquiry, complaint, voicemail, email or other message…Every forum where the issues that concern your members and industry are discussed (even if they are not yours) is engagement. Every email members, customers, or prospects open, every Facebook post they read (or “like” or share), every Twitter or RSS feed they follow, every phone call they make to the association or to another member is engagement.”

Andrea PellegrinoDemand Perspective Blog

It’s all engagement!

#ATDCLD

• How often do members and nonmembers register for events?

• How many new members did the chapter acquire in the past week, month, and year? How many of those members renewed?

• How and why do members connect with one another, chapter volunteers, and chapter leaders, in-person and virtually?

• How frequently do members volunteer at chapter events, serve on committees, and apply to join the board?

• How do members and nonmembers engage with the chapter on social media?

Key Questions for Assessing Engagement

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Who should chapters engage?

#ATDCLD

Talent Development Professionals Across All Industries

• Talent developmentpractitioners• Consultants• Senior leadership• Human resource professionals• Facilitators

• People moving into or re-entering the industry• Students• People in transition

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✔New members

✔Prospective members

✔Current members

✔Conference/program attendees

✔ATD members

✔Lapsed members

✔Members from other like-minded organizations

✔Past and present board members

✔Past and present volunteers

✔Current and potential partners and sponsors

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Review the Member Experience Journey handout and take notes throughout the session.

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With your table group, discuss:

What are your challenges in engaging potential members?

What are your challenges in engaging current members?

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#ATDCLD

Time

Interest

Financial Limitations

Don’t Understand Value Proposition#ATDCLD

With your table group, discuss:

What solutions would you propose to address the challenges of engagement?

#ATDCLD

Keys to a Successful Membership Engagement Strategy:➢Set clear goals

➢Develop member personas

➢Collect information about members’ challenges

➢Create a compelling value proposition

➢Track engagement metrics

➢Determine communication preferences

➢Establish personal connections

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Resources to Support Engagement

www.td.org www.td.org/clc

#ATDCLD

Review articles about engagement on www.td.org.

#ATDCLD

Chapter Leader Community Resources

Joint Membership Resources

The Power of Chapter and ATD Membership

Engaging Students and New Professionals Toolkit

Chapter and ATD membership

benefits

Member Experience Journey Handout

Sharing Our Success database

#ATDCLD

#ATDCLD

Personas Part 1: Engaging

How would you engage this member or prospective member ?

How will you connect and encourage this member to join and/or get involved?

Consider:

• Priorities

• Membership goals

• Work demands

• Family and other commitments #ATDCLD

• What engagement is

• Who to engage

• Challenges with engaging members

• Solutions to these challenges

• Resources available through ATD and chapter services

Today, we’ve talked about:

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Now that members are engaged, how do we retain them?

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B R E A K !

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Exploring the Member Experience Journey:

Member Retention

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”It is more cost effective to keep an existing customer than to

acquire a new one.”

What can we learn from customer service and loyalty fundamentals?

#ATDCLD

of companies see customer experience as a

key factor in driving customer loyalty and

retention.

Source: invespcro.com

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Why do customers

leave?

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…because they died?

Out of 100 people, how many stopped doing business with an organization…..

Source: Gallup

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…because they moved away?

Out of 100 people, how many stopped doing business with an organization…..

Source: Gallup

#ATDCLD

…because they were referred elsewhere by friends/family?

Out of 100 people, how many stopped doing business with an organization…..

Source: Gallup

#ATDCLD

…because of the price?

Out of 100 people, how many stopped doing business with an organization…..

Source: Gallup

#ATDCLD

…because they were dissatisfied with the product?

Out of 100 people, how many stopped doing business with an organization…..

Source: Gallup

#ATDCLD

…because of an attitude of indifference from the

service provider?

Out of 100 people, how many stopped doing business with an organization…..

Source: Gallup

#ATDCLD

DieMove Away

Leave w/friends

PriceDissatisfied w/product

Attitude of indifference

1 3 5

9 14 68#ATDCLD

• Members will likely want to stay involved, even if they move across town or change jobs

• Members will likely want to maintain their membership, even if you increase your dues occasionally

• Members don’t even have to think every program or event is entirely relevant

Now think about how this pertains to our members:

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What members DO want is to know

they matter.

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That we are looking out for

their experience.

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That we SEE them.

That we HEAR them.

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And ACT on their behalf.

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Member Experience

Why

Image from Pixabay by Gordon Johnson

What made you decide that ATD was where you wanted to invest your time, effort, and energy?

#ATDCLD

ConversationListening

Gaining feedback

Image from Pixabay by Kristin Baldeschwiler

ContentOpportunities to

be involved

ConnectionRelationships

#ATDCLD

ConversationWe need to understand what

matters most to our members, collectively and individually.

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It’s important to gain feedback through multiple touchpoints:

Throughout the year on a collective

basis

Throughout the member journey on an individual basis

This is where conversation

happens!

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• Annual membership survey

• Program evaluations

• Onboarding survey about 90 days after joining chapter

• Periodic focus groups

• Stay interviews

• Exit survey after membership lapses

A few ways to facilitate this:

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With your table group, discuss:

How do you capture member feedback throughout the year or throughout the member journey?

What has been successful for your chapter?

What has been challenging?#ATDCLD

At your table, discuss:

How do you provide meaningful opportunities on a consistent basis while honoring the many facets of diversity within your membership?

Image from Pixabay by TeroVesalainen

Content

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Connection#ATDCLD

Long-term engagement

Volunteerism

Deeper relationships

+

+Increased renewals

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We want our members to be

“sticky”

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• Is there a common time of year when members leave?

• Are they leaving because of job/career changes?

• Have they not attended an event in awhile?

• Is there a lack of perceived value?

• Is it a financial reason?

• Did they simply forget to renew?

Why are lapsed members leaving? Use your data!

#ATDCLD

Renew (v):

To make like new: restore to freshness, vigor or perfection

Source: Merriam-Webster

#ATDCLD

With your table group, discuss:

What are you doing to stay top of mind at renewal time?

How do you show appreciation for renewing members?

#ATDCLD

Personas Part 2: Renewing

How have you engaged this member?

How will you connect and encourage this member to renew?

Consider:

• Priorities

• Membership goals

• Work demands

• Family and other commitments#ATDCLD

Personas Part 2: Renewing

How have you engaged this member?

How will you connect and encourage this member to renew?

Consider:

• Priorities

• Membership goals

• Work demands

• Family and other commitments#ATDCLD

Reflect and Act

In your chapter leader role, how will you:

• Better engage new members?

• Be more intentional about retaining existing members?

Image from Pixabay by Arek Socha

#ATDCLD

Resources for you...Chapter Membership on the ATD Store - bundling a Power Membership can make renewals easier! (visit the Chapter Leader Community - www.td.org/clc)

SIGs and GIGs can be a terrific way to encourage deeper relationships and “sticky” members - look for the Chapter Interest Group Guide in the Chapter Leader Community

Craft and refine your “elevator pitch” to discuss the value of membership! (https://www.buzzuka.com)

Get great ideas for encouraging Joint Membership: https://www.td.org/chapters/clc/care/joint-membership-activities

Find speakers through the ATD Speaker’s Bureau: https://www.td.org/chapters/clc/chapter-speaker-resources/speakers-bureau-search

Don’t reinvent the wheel! Learn from other chapters on the Share our Success (SOS) site: https://www.td.org/chapters/clc/care/joint-membership-activities)

Gain insight into what members want and need using the Annual Membership Survey Template on the Toolkits page: https://www.td.org/chapters/clc/toolkits

#ATDCLD

T H A N K

Y O U !

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Please complete this short form to help us plan for ATD 2020 Chapter Leader Day.

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