Mem

bers

hip

Rete

ntion

MEMBERSHIPRetention

Mem

bers

hip

Rete

ntion YOUR ROLE IN RETENTION

MP Chair:

• Continuously track membership list and create programs to keep members

• Focus on 90-180 days past due first

• Know your members – if you are a large chapter, be sure you have a committee to help you do this – it is important to recognize people and thank them for coming back

• Work with your programs chair to ensure the chapter calendar is appealing to all of the members

• Focus on newer members – from the day they join, they become a focus of retention (see New Members Power Point on Retention module of blog)

• Support YEA and the engagement of young members in your chapter

Mem

bers

hip

Rete

ntion YOUR ROLE IN RETENTION

Chapter:

• Offer good programs – don’t guess…survey your members

• Put effort into good promotions and publicity – promote outside of ASHRAE

• Encourage the development and support of the MP Committee…the chapter should encourage a team of membership experts

Mem

bers

hip

Rete

ntion MEMBERSHIP REMINDERS

• Membership lasts one year

• Associates and Members can renew for three years at a time

• The day after members expire until 90 days past due, they are active and unpaid

• 90 – 180 days past due they are active and in grace status

• 181 days past due they are cancelled

• Cancelled members cannot renew online, but they can rejoin online (reinstating with application)

– Logon to ASHRAE.org and click Join ASHRAE• Cancelled members who want to reinstate with back dues must

contact ASHRAE headquarters

Mem

bers

hip

Rete

ntion EXAMPLE RETENTION PROGRAMS

• Calling campaigns (slide 6-8)

• Membership nights (slide 9)

• Regular reminders:– Be sure to remind members to renew in all chapter communications and at all

chapter events – it can be a simple sign and an available computer

• Mentoring programs (slide 10)

5

Mem

bers

hip

Rete

ntion CALLING CAMPAIGNS

• Create a retention subcommittee and GET HELP

• Be sure you have an updated delinquency list

• Be sure you have prepared your callers with the necessary information to conduct the calls (lists, member benefits, latest advancements in ASHRAE, instructions for renewing)

• Go over things callers should and should not do to ensure they are aware of appropriate phone etiquette – you should use discretion in selecting callers

• Remind callers that sometimes calls can be hard, and if they become that way, just listen to the member and help them only if you can

• Break members into types (associate, member, student) – or – break members into delinquency dates

• Track your success

6

Mem

bers

hip

Rete

ntion SAMPLE CALLING SCRIPT

• “Hi, this is <name> calling on behalf of the local ASHRAE <chapter>.”

• “Is now a good time for you to talk for just a few minutes?”

• “A review of the chapter’s membership records indicate your Society membership dues have not been updated.”

• “I would like to take a few minutes to talk with you about membership and answer any questions you might have.”– This is a good time to listen in for why they have not renewed and provide

information that might help them– This is a good time to remind them of the benefits of membership, notify them of

any industry advancements and listen in for any negative feedback– Your goal is to find out why they have not paid their dues without directly asking

them, and to create a call to action in them to pay their dues

• “Thank you for speaking with me today, and for being an ASHRAE member.”

7

Mem

bers

hip

Rete

ntion CALLING TIPS

• Treat each call as if it is the only one you are going to make that day

• Create a positive mental image of the person you are going to be talking to

• Listen

• Get to know your prospect

• Always identify why you're calling and be positive about it

• Never be apologetic for what you are doing - you are a volunteer working for a great organization and you should be proud

• Be brief, speak clearly, smile, ensure they can hear you but don’t shout, listen and be courteous

Mem

bers

hip

Rete

ntion MEMBERSHIP NIGHTS

• Ensure they have a purpose and a plan, with a focus on thanking members

• Remind members of the benefits of membership – maybe share technical advancements for the year in ASHRAE

• Engage members – create an opportunity to connect members to a volunteer opportunity or a mentor

• Offer a small incentive at the meeting for anyone who renews during the meeting

• Facilitate informal awards for recognition, like service, gratitude

9

Mem

bers

hip

Rete

ntion MENTORING

• Helps newer members gain support and expertise

• Helps mentors grow in their leadership skills

• Is essential for the growth of chapters and membership

• Membership Promotion supports and encourages the use of the YEA mentoring program

• In 2011-12, chapters can get PAOE points for facilitating the YEA mentoring program

Mem

bers

hip

Rete

ntion YEA Institute

• Any Affiliate, Associate or Member age 35 and younger

• Provides educational and leadership opportunities specifically for ASHRAE’s young professional members

• YEA has a wealth of resources including:

– Member spotlights– Mentoring programs– Recommended chapter programs– Facebook presence with regular updates– Society conference events– Leadership weekend– LeadershipU

Mem

bers

hip

Rete

ntion Q&A

• What questions do you have about membership retention?

GROUP DISCUSSION