Member Retention Programs Debbie Fillinich
Transcript of Member Retention Programs Debbie Fillinich
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Member Retention Programs
Debbie FillinichAmerican Chemical Society
CESSE – July 2003
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Member Retention Programs
Please Introduce Yourself How many members? Staff? Is your position customer service?
Membership? What is your interest in this topic?
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Member Retention Programs
Debbie FillinichManager, Membership Retention
American Chemical Society
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American Chemical SocietyMembership Activities Department
Dee Valencia, Assistant DirectorHilary Baar, Manager
Debbie Fillinich, Manager
Member Retention Programs
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Member Retention Programs
Hilary Baar, Manager Membership recruitment Merchandising Web Presence
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Member Retention Programs
Debbie Fillinich, Manager Affinity programs Award-winning science features publication Recognition Program Renewals
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Member Retention Programs
Membership Renewals National and local dues Technical division dues Journal and web edition subscriptions Contributions
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The 3 “R’s”
Retention Recognition
Member Retention Programs
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What to Expect Recognition Renewal Series Information Sharing
Member Retention Programs
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Information Sharing Recognition Renewal Series Customer Service Personalization
Member Retention Programs
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The Third “R”
Recognition
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What do you recognize?
Member Retention Programs
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Recognize to renew members
Member Retention Programs
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Recognize to renew members First step in our renewal effort Focus on at-risk groups
Member Retention Programs
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Recognize to renew members Measure your results
Run qualified tests Did it improve the renewal rate????
Member Retention Programs
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Recognize to renew members Measure your results Build community
Promote your benefits and services Establish increasing value of membership Personalize
Member Retention Programs
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ACS membership anniversaries
Member Retention Programs
10 years15 years25 years35 years50 years!
1 year2 years3 years4 years5 years
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Information Sharing – Recognition How does/can your recognition program
retain members?
Member Retention Programs
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Information Sharing – Recognition How is your recognition program
personalized? What role does your customer service –
the front line – play in personalization?
Member Retention Programs
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Information Sharing – Recognition Information sharing here and at home What can I afford? Choosing the right vendor
Member Retention Programs
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Information Sharing – Recognition New ideas? Questions?
Member Retention Programs
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So Far . . . The 3 “R’s”
Recruitment Retention Recognition
Member Retention Programs
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The Third “R”
Recognition
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Recognize to _________________ ?
Member Retention Programs
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Recognize to renew members
Member Retention Programs
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The Second “R”
Retention
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The ACS Control Package First effort direct mail Second effort direct mail Third effort direct mail Fourth effort direct mail Fifth effort telemarketing Sixth effort direct mail
Member Retention Programs
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The ACS Control Package First effort direct mail
Timing in advance of the renewal date Appreciation message
Member Retention Programs
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The ACS Control Package Second effort direct mail
Also in advance of the renewal anniversary Still thanks them, acknowledges the first notice
Member Retention Programs
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The ACS Control Package Third effort direct mail
Immediately after the renewal anniversary date Reminds them of benefits now lost
Member Retention Programs
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The ACS Control Package Fourth effort direct mail
Not a business letter, but a memo format Refers to delinquent account
Member Retention Programs
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The ACS Control Package Fifth effort telemarketing
First objective is to renew membership If they don’t renew, we ask them why
Member Retention Programs
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The ACS Control Package Sixth effort direct mail
One last offer to renew them Official notification of their membership lapse
Member Retention Programs
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The ACS Control Package The Control does not change
Member Retention Programs
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The ACS Control Package The Control does not change without a test
Member Retention Programs
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Test EVERYTHING Color Envelopes Teasers Signatures
Member Retention Programs
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Test against your control At the same time In the same quantity An nth select
Member Retention Programs
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The ACS Control Package The purpose of the renewal series is
renewals Do not enclose promotional pieces and
general information
Member Retention Programs
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The ACS Control Package Acknowledgement Package
Thank you Membership card Up-sell other programs and affinity program plans Solicit contributions Promotions and general information Society/governance business Surveys Tax receipt
Member Retention Programs
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Methods of Payment Online renewals
Member Retention Programs
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Information Sharing – Renewals What does your renewal series look like? How do you use telemarketing and at what
effort? Is your telemarketing conducted in-house?
Member Retention Programs
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Information Sharing – Renewals How is your renewal program
personalized? What role does your customer service –
the front line – play in renewals?
Member Retention Programs
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Information Sharing – Renewals Information sharing here and at home What can I afford? Choosing the right vendor
Member Retention Programs
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So Far . . . Recognition Retention
Member Retention Programs
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Recognize to renew members
Member Retention Programs
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The purpose of the renewal series is ______________ ?
Member Retention Programs
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The purpose of the renewal series is renewals
Member Retention Programs
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Test What?
Member Retention Programs
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Test EVERYTHING
Member Retention Programs
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Member Retention Programs
Debbie FillinichAmerican Chemical Society
Manager, Membership Retention(202) 872-4369