Designing a Membership Model for the Future

Whatpercentageofmembersjointosupportanorganization’smission?

A. 24%B. 34%C. 44%D. 54%

Whatpercentageofmembersjointosupportanorganization’smission?

A. 24%

ThreatsorOpportunities

CordCutters

Idon’twanttopayforwhatIdon’tuse.

#1Control

Mostcarsareparked95%ofthetime

#2Usage

1in26unhappycustomerswillcomplain,therestwillleaveorstopusingyourproductorservice

#3CustomerService

#4Competition

Consumersareseekingaffordableexperiencestheycansharewithothers.

#5 Experience

• Hardworking• Detailoriented• Organized• Innovative

thinkers• Loyaltomy

employer

Millennialsviewthemselvesas…

#6Generations

• Tech-savvy• Easilybored• Open-to-

change• Self-centered• Innovative

thinkers

BoomersandGenYviewMillennialsas…

• Tech-savvy• Easilybored• Open-to-

change• Self-centered• Innovative

thinkers

BoomersandGenYviewMillennialsas…

• Hardworking• Detailoriented• Organized• Innovative

thinkers• Loyaltomy

employer

Millennialsviewthemselvesas…

75%ofMillennialsfeelunprepared fortheircurrentworksituation.

Mid-careerists,sandwichedbetweencaringfortheirkidsandparents.

#7Time

Changesintheworkforce,reimbursement,MACRA/ACA

uncertainty,studentdebt,technology

#8 Uncertainty

Areyouanasset oraliability?

IsyourmembershipmodelbuiltaroundvalueandtheissuesimpactingthedecisiontojoinTODAY?

$199

$39

$30

$39

Formermembershipmodel:• Basedonage/careerstage• Allbenefitswerethesame

1. Expandreach–Increasemembershipamongkeyaudiencesegments

2. Alignvaluewithcost– maintainhighretentionrates

3. Increaseengagement

Keys to Success

Planforthis… Bepreparedforthis…

1. Research partner– value/pricingstudy

2. Leadershipsupport- Boardpresident,open-mindedvolunteersandkeystakeholdersinvolvement

3. Mappingcurrentmemberstoanewcategorythatwassimilartotheoldone

Keys to Success

4. Communications – 4monthspriortolaunch– Focusonhownewmodelwillimpactmembers

Keys to Success

• Microsite• Monthmailings• Targetedemail• Invoiceinserts

Keys to Success5. Pilottestingthenewmodelwithnew

audiencesthatwerenevermembers

6. Periodicboardreports,standardsetofmetrics,trackingandupdates

7. Boardcommitmenttomakenochangesforafullyear

8. Identifyingchampions

Challenges in Year 1• Asmallernumberofmembersmovedtothe

Premiumlevelthananticipated- onlyabout1%chosethoseoptioninthefirstyear.

• SlightdecreaseinmembershipoutsideoftheUS/Canadaduetotheduesstructurechange.Consideredadifferentduesstructureforinternationalmembersoncewepassedthefirstyearofthenewmodel

BASICAnnualDues:$295

ENHANCEDAnnualDues:$395

PREMIUMAnnualDues:$495

BENEFITSØ Onlineaccesstothe

JournalCHESTØ Discountsforcourses

andproductsØ Onlineaccesstoclinical

guidelinesØ CHESTcareerconnection

accessØ Opportunitytojoin

CHESTNetWorksØ Accesstoe-community

portal

BENEFITSAllthebenefitsofBASICplusØ Printaccessto

JournalCHESTØ Opportunityto

becomeandremainaFellow

Ø Leadershipopportunities

Ø Invitationtonetworkingevents

BENEFITSAllthebenefitsofENHANCEDplusØ Additionalspecialoffers

throughouttheyearØ Advanceaccesstocourse

registrationsØ Advanceaccesstohotel

registrationsØ InvitationstoVIPevents

Results – 19,000 Members• Highestmembershipever!

• Mostofthegrowthinareaslikefellows-in-training,non-physicianclinicians,industryrepresentatives,andothertrainees

• Annualmembershiprevenuesteady

• Membershipretention:90%

Questions

Questions to ask…

1. Whatisyourgoal?Members,reach,revenue?

2. Whatisthesizeofthemarket?

3. Doyouhavethetechnologytosupportachangetothestructure?

4. Doyouknowwhatmembersvaluemost?

5. Whoshouldyouconsultandinform?

Questions to ask before you make a change

6. Howdomemberscurrentlybehave?

7. Canyouprovideenoughvalueatdifferentlevelsofmembershiporwillyouneedtoidentifynewbenefits?

8. Whatarethenextbestalternativesinthemarket?Howaretheypriced?

Questions to ask before you make a change

8. Whoshouldbeamemberbutisn’t?

9. Couldyouimprovethememberexperienceorthefrequencyofwhenmembersusebenefits?

10.Canmembershipbeaproduct?

11.Howwillyoutransitioncurrentmembersintothenewmodel?

12.Howwillyouonboardnewmembers?

13.Arethereany“winners”or“losers”inthenewmodel?Howwillyoucommunicatethechange?

14.Willthenewmodelhelpyouachieveyourgoals?

Questions to ask before you make a change

Questions

Thankyou.SheriJacobs,FASAE,CAEPresident&CEOAvenueMGroup

jacobs@avenuemgroup.com

SuzanneSletto,CAEDirector,LeadershipOperations&NetWork DevelopmentAmericanCollegeofChestPhysicians

ssletto@chestnet.org