Post on 12-Jan-2016
25th March 2015, London© Sue Froggatt Training &
Consulting
The Five Characteristics of Highly Successful
Membership Programs
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Take Away Ideas
No Brainers Good Ideas Great Idea (just do it) (get to work on it) Ain’t Gonna Happen (now)
9 Things to Think About in Today’s Membership
World
1. It’s not about YOU. It’s not about the ORGANIZATION.
It’s about MEMBERS and PROSPECTS.We’ve got to become
MEMBER-CENTRIC.
2. Membership isn’t just a TRANSACTION. It’s an
EXPERIENCE.
3. The number of times we touch members isn’t the point any more. The point is to be
sure that all of the touches are POSITIVE.
Customers punish organizations more for a bad experience than reward them for a good
experience48% of people who have something negative to say, tell
10 people
45% of people who have positive experiences, tell 3 people
[ 19% of customers will not trust an organization after ONE bad experience ]
ExerciseShare your personal stories
Where and when have you had a memorable:
1. Positive customer experience2. Negative customer experience?
What happened?
4. In many NGB’s the membership EXPERIENCE is a case of being GUILTY by ASSOCIATION.
5. We need to spend less time communicating and
more time CONNECTING.
6. Even in the world of sports and competition, people have OPTIONS.
7. In every step of the membership “journey” we
have to work to LOWER the EFFORT necessary to be part
of our organization.
1. How many clicks does it take to get from the home page to the membership application on your website?
2. How long does it take to fill out a membership application on your website?
3. What percentage of members trying to register for a meeting or event online this year have had to start over more than once?
4. How many methods can members choose to pay their dues?
5. What percent of your members have ever been to your website?
8. In addition to describing the BENEFITS of membership you also need to identify the VALUE of membership.
Benefits of Membership
Exercise:articulating the value
What key words or phrases can you use to describe the VALUE of membership in
your organization?
Benefits of Membership Value(s) of Membership
ParticipationImprovementEnjoymentAccomplishmentOpportunityAdvocacyEmpowermentCommunityCompetitionCost effectiveRecognition
Create a positive membership “environment”-Brand your organization as something special!
-quality-consistency
-loyalty-identifying slogans & images
-affiliation-awareness
-spokespeople
Your Dimes Helped Us Wipe Out Polio……..
Now, Give Us a Hand with Premature Birth Defects
To provide key support and information that will always be
important, useful, and indispensable to fire fighting
leadership.
To provide key support and information that will always be
important, useful, and indispensable to fire fighting
leadership.
9. The ongoing goal is to try to make
membership DESIRED, not REQUIRED.
Four Steps to Membership Growth Current Best Good Score Opportunities Ideas
On a scale of 0 to 10, would you recommendmembership to a colleague or friend?
Never Definitely
I thought of you.
I thought of you.
Five Keys to Higher Retention
1. Have a PLAN for retention, not a
PRAYER
2. Identify LIKELY drops early and do something about them.
Exercise:Retaining new members
What do you do specifically for 1st Year members that is
different than what you do for all members?
3. Reduce the TIME and HASSLES of membership in
every way possible.
“When we analyzed what was happening, we found one member got 160 emails
in 6 months about training.”
training courses”
Review your web site
Session replay technology
Heat mapsPainlesspassword access
Sign up as a member
4. Continue seeking new and creative ways to ENGAGE more members.
Have A Benefit Tournament
The Association of Corporate Counsel (ACC) have an annual competition in March where they had members voting for the associations best benefit – which do they find most valuableDesigned to highlight what the association offers and engage membersAssign various staff each benefit – they record a video on why members should vote for that benefitMember with the most accurate prediction gets $400 voucher Creates a real buzz because people get enthusiastic and have funThe members asked for it to be repeated again!More people participated in the 2nd year, visited the web site and talked about it in the associations’ forumThis year’s winner was the in-house job line
Engage Members by Asking Their Opinion
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There’s an App for That NAHB Advocacy App
Launched May 31 for LegCon, and to be updated for future use
Available for iPhone, iPad and Android devicesone-page how-to for members
Design WOW Participation Tools
5. Be a REASON to RENEW.
5 Characteristics of Highly Successful Membership
Programs
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4
5
Exercise:Successful membership
organizations
What are the characteristics shared by successful NGB’s in their membership programs?
1. They create a
Member Centric Culture
in their organization
2. They are good at building
PARTNERSHIPS.-affiliated organizations
-MSO
-affinity organizations
-funding entities
-sponsorship entities
3. They make heavy use of Social Media and other “virtual member” tools.
4. They build community through customization and
connectivity.
Think about customizing not just through categories but also through Value Groups
CAREER CLIMBERSFANS CONNECTORS
WORKADAYSCRUISERS HOMELIFERS
Typicallymale
Interest in technology
Median age - 39
Career Stability
DonorsTravel
Tend to bemarried Personal focus
Desire services that promote career advancement
Median age - 56
High interest in professionaland social networking
Median age - 35
Low interest insocial networking
High interest inathletics
Alumni Association of University of Michigan : 6 segments
Segmentation ModelCareer Climbers CruisersFans Homelifers Connectors Workadays
24%8,164
Students
Boomers(1968-1986)
Gen X(1987-1998)
Gen Y(1999-2001)
Matures(1967-prior)
27% of 3,364
22%142,662
20%91,970
34%73,529
59% of 34,210
5% of 13,971
30% of 28,465
33% of 22,432 34% of 5,855
28% of 37,450
24% of 23,920
37% of 1,147
29% of 84,949
26% of 34,125
20% of 23,929
31% of 2,410
24% of 63,828
5% of 15,116
8% of 3,314
10% of 262
5% of 32,663
31% of 14,814
24% of 7,173
71% of 38
10% of 72,210
60% of 23,2913% of 4,616
54% of 9,5305% of 31,627
41% of 1,35115% of 32,283
16% of 6,684 31% of 623
Penetration
Segmentation ModelCareer Climbers CruisersFans Homelifers Connectors Workadays
24%8,164
Students
Boomers(1968-1986)
Gen X(1987-1998)
Gen Y(1999-2001)
Matures(1967-prior)
24% of 63,828
22%142,662
20%91,970
34%73,529
59% of 34,2105% of 32,663 30% of 28,46510% of 72,21029% of 84,949
High PriorityPriorityHighest Priority
Priority
5. They try to anticipate member needs,
not just react to them .
25th March 2015, London© Sue Froggatt Training &
Consulting
The Five Characteristics of Highly Successful
Membership Programs