2014 avectra user conference membership+components+data=success

1 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

MEMBERSHIP + COMPONENTS + DATA = SUCCESSFUL GROWTH STRATEGY RESULTS

Trevor S. Mitchell, CAEMarch 4, 2014

2 © COPYRIGHT ALL RIGHTS RESERVED 2014 ABILA

CAE CREDIT

This session is approved to receive CAE credits.


INTRODUCTIONTrevor Mitchell, CAEExecutive Director of Member Programs & ServicesARMA InternationalFollow me on Twitter: @trevm22#AUDC14


LEARNING OBJECTIVES

After participating in this session, you will be able to:

Understand how to leverage component for membership efforts

Importance of understanding targets and communication channels

See information in action


WHITE PAPER HISTORY


IMPORTANCE OF WHITE PAPER

• Relevance of Components in Organization Strategy

• Demonstrated how functional areas can work together

• Marriage of marketing concepts and leveraging components


INTEGRATING COMPONENTS INTO YOUR STRATEGY

What is the “basic criteria” for a component? Area of study Geographic Potential revenue Number of people/size

What is the goal of a component & how does it support the association’s strategic plan?How are you collecting data about your components?


10 QUESTIONS TO ASK

1) Is the component clearly defined within the organization?2) Does the component reach a primary or secondary marketing of

the association?3) If the component is a primary market, how will it be funded

and/or supported?4) If the component is a secondary market, how will it be funded

and/or supported?5) Does the component extend and complement the mission and

value proposition of the association?


10 QUESTIONS TO ASK – (CONTINUED)

1) Can the benefits of the association be achieved more effectively or inexpensively through a different component?

2) Can the component and the association work together in harmony to achieve success?

3) Can multiple components be serviced simultaneously to maximize results?

4) What are the component’s primary channels of communication to members and prospects?

5) What metrics are to be used in “define success”?


IMPLEMENTATION

Approach collaboration as an allianceGain consensusRespect their motivationKeep it simpleUse defined metrics and provide frequent feedback


HOW COMPONENTS FURTHER STRATEGY

RetentionRecruitmentEngagementValue


CASE STUDY


OVERVIEW

Wanted to collaborate with our components for membership growthFocused on the following:

Leverage strengths of HQ and components Collaborative efforts Make this easy


CAMPAIGNS

Recruitment

Spring Campaign Prospects Tracking in

netForum Defined roles

Resources to leverage year round

Retention

Encourage Follow up

messages Leverage peer-to-

peer connectionsStreamline data for chapter use


YEAR TO YEAR COMPARISON

FY 11-12

79% of Current Members with Chapter Membership31% of those terminated without a chapter membership64% join with a chapter

FY 12-13

77% of Current Members with Chapter Membership34% of those terminated without a chapter membership82% join with chapter


WHAT DID WE LEARN?

18% increase in joins with chapter membership year to year3% increase in terminations without chapter membershipChapters are our strongest membership growth channel


HOW TO START?

Start with the end in mind What are you trying to achieve? What do you want to know?

Start small and expand from thereContinue to review, modify, and retry


SUMMARY

Leverage Data to Identify best growth channelsKeep it simple and focusedDefine success, measure, and adjust

QUESTIONS?


ADDITIONAL LEARNING OPPORTUNITIES

For information about additional resources visit:

White Paper - 10 Tips to Develop and Effectively Use Components in Membership Marketing

Component Relations Handbook – 2nd Edition

2013 Membership Benchmarking Report

http://www.marketinggeneral.com/resources/white-papers/white-paper-library/

https://mystuff.asaecenter.org/ebusiness/publications/publicationproduct?id=107286&CSURL=http://www.asaecenter.org/Shop/Bookstore.cfm?Query=component




CONTACT INFORMATION

Presenter Contact Information: Trevor S. Mitchell, CAE [email protected] @trevm22

Thank you for your participation!

mailto:[email protected]

2014 avectra user conference membership+components+data=success

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