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

phannah@shrm.org

1-800-283-7476, Option 1, Ext. 6293

Jason Gudenius, CDMAccount Director

Jgudenius@marketinggeneral.com

703-706-0392Web: www.MarketingGeneral.com

Scott D. Ferrin, SPHRSouthwest Central Field Services Director

Scott.ferrin@shrm.org

1-800-283-7476, Option 1, Ext. 6453