Membership Series – Part 1: What can joint membership do for you?
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Transcript of Membership Series – Part 1: What can joint membership do for you?
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Membership Series – Part 1:
What Can Joint Membership Do For You?
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Joint Membership Benefits
Pitfalls
Is it right for you?
Part 1
Series Overview
Auto Renewals & Monthly Installments Benefits
Pitfalls
Is it right for you?
Part 2
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Positive CRP Reinforcement
“Based on the survey findings, chapters appear to have a powerful impact on association membership levels. More than 40% of survey respondents indicate, in essence, that the chapter's presence has a positive effect on their likely future renewal in the sense that, if chapters did not exist,
they would be less likely to participate.”http://marinermanagement.com/resources/white-paper/2006-11-01/components-member-experience-look-roi
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Today’s Learning ObjectivesBenefitsThe benefits of joint membership to national, chapters & members
PitfallsWhat are the pitfalls of joint membership?
Your Next StepsWhere do you start?
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https://www.gbta.org/usa/Membership/Pages/Pricing.aspx
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Kyle BazzyDirector of Growth
Proud Detroiter
BillhighwayTechnology that solves real
problems exclusively for component-based organizations
Founded in 1999
Why Are We Qualified?
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http://marinermanagement.com/files/docs/mariner-2016-benchmarking-report.pdf
State of Dues Collection
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What membership dues model do you currently use?
1. Unified2. Central Required3. Non-Contingent4. Chapter Required5. Other
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What do YOU want to learn about joint membership?
Help Me, Help You!
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Why Joint Membership?
01 Engagement
02 Incentives
03 Eliminating the Pain
04 Meet More Needs
? ? ?
??
??
?
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Engagement
ChapterReceive complementary support from national
MemberExtra resources the member wasn’t aware of
NationalEngage members who wouldn’t normally join
Bite-Sized: • Ask yourself…what do your
chapters do really well?
• What do you do really well?
• How do they complement each other? Is there overlap?
of respondents said that chapter/local peer networking is their primary reason for belonging to FEI
86%
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Incentives
ChapterMembers that normally might not join, do
MemberDiscount to their dues AND receive greater value
NationalMembers that normally might not join, do
Increased acquisition More resources and
value = increased retention
Tip: Offer ‘tiered’ membership to push new and renewing members towards joint membership option.
GBTA Example
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Eliminating the Pain
ChapterMore support for volunteers/staff
MemberMore time, resources and for the member
NationalShared information in real-time
Tip: What support do your chapter leaders/volunteers need the most? Survey them to see if the joint membership process can help relieve some of their burden.
of chapters cited no standard templates or designs provided by national
77.8%
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Pains Being Solved Volunteer-Driven/Limited Staff: Single process
outlined & optimized with support provided
Delays in data, information and money across the organization: Unified systems = greater visibility & no delay
Too many value-driven products or services to deliver on: Shared responsibility
Getting chapters to submitting taxes and 990s on time: All data in one place
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Meet More Needs
Ask yourself: What are the top TWO reasons members join your association? Either jointly or national and chapter separately?
One of the fundamental challenges of the membership model is serving a diverse set of member needs without ending up with an “everything but the kitchen sink” membership package.
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Mountain Bikers Unite: Local Society Affiliates With National Association
http://associationsnow.com/2013/07/mountain-bikers-unite-local-society-affiliates-with-national-association/
National Success Story
Ask yourself: What would your chapter volunteer RATHER be doing than administrative tasks? How can you tap into that?
Benefits Local society can spend time restoring trails &
serving the membership Receive assistance on administrative tasks
Tap into national’s expertise and resources Larger membership base and less administrative
work for volunteers More voices to advocate for the society & put
more resources back in community
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Other Types
Partner MembersAllow partners of members
to join or two individuals sharing the same household
http://mesana.org/membership/
https://www.mla.org/Membership/About-Membership
Assn DiscountDiscount dues to other
associations
https://www.historians.org/about-aha-and-membership/membership/member-benefits
Join ForcesJoin forces with other
associations in your industry
http://associationsnow.com/2016/01/a-collaborative-solution-for-engaging-more-student-members
/
http://associationsnow.com/2016/02/best-benefit-ever-two-memberships-hospa-htng
/
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The Pitfalls Member doesn’t perceive value at
one of the two levels Chapters resist national oversight Adoption Only want to belong to national or
local, not both
ACCA decided to get rid of requirement to join both national & chapter. http://associationsnow.com/2015/10/monthly-membership-as-easy-as-possible/
Tip: Build out a working group to gather input from to get ahead of
pitfalls and challenges.
Pitfall Example
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Tough LoveIt all begins with you!
Are you talking to local leaders?
Find small ways to start getting involved
Have you asked how to make the process easier?
Do you know where the value is?
01
02
03
04
05
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Our Tips & Lessons Learned
Determine Willingness to Pay (WTP)
Pilot & Test
Experience Membership First Hand
Be aware of pitfalls
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Date: Thursday, December 15th
Time:12:00-12:45 PM E.S.T.
Auto Renewals & Monthly Installments
Membership Series – Part 2:
Understand the benefits Be aware of the pitfalls Decide what’s best for your association
Register: http://bit.ly/2gf1zd8
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KnowledgeBankhttp://www.billhighway.co/knowledge-bank/association/
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Q&A – Ask Away!