2012 aenc-want more members-share

Copyright 2012 Ed Rigsbee www.Rigsbee.com

Want More Members? Want More Members? Give Them More ROIGive Them More ROI

AENC Sept. 21, 2012AENC Sept. 21, 2012Durham, NCDurham, NC

Ed Rigsbee, CSP, CAE1746 Calle Yucca, Suite 200Thousand Oaks, CA 91360

[email protected]


#1 View Your Organization Through #1 View Your Organization Through the Eyes of the Nonthe Eyes of the Non--MemberMember


#2 Prove to your members & the non#2 Prove to your members & the non-- members, through ROI, that members, through ROI, that membership is a good business membership is a good business decision.decision.


This session is This session is about proving that about proving that

membership in your membership in your organization is a organization is a good business good business

decision.decision.


Member RecruitmentMember Recruitment

Member AssimilationMember Assimilation

Member EngagementMember Engagement Member RetentionMember Retention

Member EvangelistMember Evangelist

Ed Rigsbee’s Member Recruitment System


Member Recruitment ModelsMember Recruitment Models (All member recruitment efforts are contained in (All member recruitment efforts are contained in

one of the below three strategies)one of the below three strategies)

1.1. Direct Selling; DoorDirect Selling; Door--toto--door, Telemarketing, & Telethonsdoor, Telemarketing, & Telethons1.1. Generally requires commissioned sales personsGenerally requires commissioned sales persons2.2. Reasonably quick resultsReasonably quick results

2.2. Pull MarketingPull Marketing1.1. Direct Mail Campaigns (expensive)Direct Mail Campaigns (expensive)2.2. Internet Marketing (expensive)Internet Marketing (expensive)

3.3. MemberMember--GetGet--aa--Member (EdMember (Ed’’s Approach)s Approach)1.1. Organic Grassroots EffortOrganic Grassroots Effort2.2. Member Member ““Recruitment EvangelistsRecruitment Evangelists”” are Key to Successare Key to Success3.3. Need Correct Tools (ROI brochure)Need Correct Tools (ROI brochure)4.4. Takes WorkTakes Work5.5. Needs Accountability ElementNeeds Accountability Element6.6. Best Method for New Member AssimilationBest Method for New Member Assimilation


Marketing General ‘09 Membership Marketing Benchmarking Survey (Awareness)


Marketing General 2009 Membership Marketing Benchmarking Survey


Recruitment Campaigns Recruitment Campaigns Staff vs. Member DrivenStaff vs. Member Driven

•• It happensIt happens•• ConsistencyConsistency•• Dedicated Dedicated

resourcesresources•• Clear messageClear message•• United messageUnited message•• AssAss’’nn KnowledgeKnowledge•• Outsider looking inOutsider looking in

•• More authenticMore authentic•• PeerPeer--toto--peer valuepeer value•• Word of mouthWord of mouth•• More passionMore passion•• More people sellingMore people selling•• Personalized Personalized

examplesexamples•• Know industry jargonKnow industry jargon


What About Partnership Driven?What About Partnership Driven?

•• Take the best that staff & volunteer Take the best that staff & volunteer driven models have to offer.driven models have to offer.

•• More total effort.More total effort.•• Encourages innovation.Encourages innovation.


2 Basic Member Paradigms2 Basic Member Paradigms

•• The GiversThe Givers, they join to participate in , they join to participate in and, be a part their industryand, be a part their industry’’s s association.association.–– Regularly attend association events; Regularly attend association events;

regardless of quality.regardless of quality.•• The TakersThe Takers, they join to take advantage , they join to take advantage

of collaborative synergies; want to get of collaborative synergies; want to get more than they give.more than they give.–– Will attend association events if they see Will attend association events if they see

immediate value & an ROI.immediate value & an ROI.


Organic, Grassroots, Organic, Grassroots, MemberMember--GetGet--AA--Member Member

CampaignsCampaigns


You DonYou Don’’t Just t Just Want Want NumbersNumbers, ,

You WantYou Want……


Get the Motivation RightGet the Motivation Right


Grassroots Member Recruitment CampaignGrassroots Member Recruitment Campaign

•• Step 1:Step 1: Qualitative Research: Qualitative Research: RigsbeeRigsbee Member ROI Valuation Member ROI Valuation ProcessProcessTM

•• Step 2:Step 2: Develop new member Develop new member recruitment tool; ROI Brochurerecruitment tool; ROI Brochure

•• Step 3:Step 3: ConferenceConference Keynote for Keynote for Campaign kickCampaign kick--off with brochure.off with brochure.

•• Step 4:Step 4: Board of directors drive Board of directors drive campaign. campaign.

•• Step 5:Step 5: Paid staff follow up & drive Paid staff follow up & drive accountability.accountability.


Advocacy & Legislative InfluenceAdvocacy & Legislative Influence


Separate Separate

Member ValueMember Valuefrom from

Industry ValueIndustry Value


In the In the EyesEyes of the of the NonNon--MemberMember•• Legislative & Advocacy work Legislative & Advocacy work Does NotDoes Not

deliver ROI.deliver ROI.•• Industry Stakeholders, regardless of their Industry Stakeholders, regardless of their

Membership Status, gets the benefit; thus, Membership Status, gets the benefit; thus, No perceived ROI in membership.No perceived ROI in membership.

•• Sell the Sell the ““economies of scaleeconomies of scale”” made made possible through Alliance and what else is possible through Alliance and what else is possible for them.possible for them.

•• Legislative & Advocacy work Legislative & Advocacy work Does deliverDoes deliver current member valuecurrent member value and thus is best and thus is best used for member retention purposes.used for member retention purposes.


Most Associations Most Associations Deliver Deliver

(Member Only)(Member Only)

LineLine--Item ROI in Real Item ROI in Real Dollars.Dollars.


AverageAverage** Specific Value from Specific Value from AssociationsAssociations

Professional Recognition, Professional Recognition, Certification, Image & Certification, Image & CredibilityCredibility

Range $200 to $5,000Range $200 to $5,000

Average:Average: $1,507$1,507* Information averaged in 2006* Information averaged in 2006



Training & Education;Training & Education;Range: $500 to $4,000Range: $500 to $4,000

Average:Average: $1,857$1,857

* Information averaged in 2006* Information averaged in 2006



(Member Only)(Member Only) Industry Industry Specific Research, Specific Research, Regulatory & Code Regulatory & Code Summary;Summary;

Range $1,000 to $4,750Range $1,000 to $4,750

Average:Average: $2,596$2,596* Information averaged in 2006* Information averaged in 2006



Networking; Networking; Range $200 to $10,000Range $200 to $10,000

Average:Average: $4,029$4,029

* Information averaged in 2006* Information averaged in 2006


WhatWhat’’s s YourYour OrganizationOrganization’’s s

Yearly Sustainable Yearly Sustainable RealReal--Dollar Member Dollar Member

ROI Number?ROI Number?


RigsbeeRigsbee’’ss Member ROI Valuation ProcessMember ROI Valuation Process (Active Qualitative Research Method)(Active Qualitative Research Method)

1.1. Process best if done with a mix of members; not Process best if done with a mix of members; not just with the board.just with the board.

2.2. List value line items; at session or prior to List value line items; at session or prior to session.session.

3.3. One at a time, come to agreement as to the yearly One at a time, come to agreement as to the yearly sustainable real dollar value (the hard part). If a sustainable real dollar value (the hard part). If a value item is received over a number of years, value item is received over a number of years, divide by # of years.divide by # of years.

4.4. If an item is something the entire industry If an item is something the entire industry receives, regardless of membership (i.e. receives, regardless of membership (i.e. legislation) do not count this item.legislation) do not count this item.

5.5. When done total the yearly value.When done total the yearly value.6.6. Determine what it costs a member (yearly) to Determine what it costs a member (yearly) to

receive this value. Divide to determine ROI.receive this value. Divide to determine ROI.


At the American Society At the American Society for Quality, Members Get for Quality, Members Get

$50$50 in Yearly in Yearly Sustainable RealSustainable Real--Dollar Dollar Value for Every Dollar Value for Every Dollar

Invested in Membership.Invested in Membership.


•• EE--NewsNews-- $150$150•• Print MagazinePrint Magazine-- $150$150•• Legislative Directory Legislative Directory -- $500$500•• Member DirectoryMember Directory-- $100$100•• Opportunities for involvement & Opportunities for involvement &

leadershipleadership-- N/AN/A•• Access to ACAE office/staffAccess to ACAE office/staff--

$100$100•• Technical advisory staff through Technical advisory staff through

the Tech Hotlinethe Tech Hotline-- N/AN/A•• Professional technical training Professional technical training

opportunitiesopportunities-- $2000$2000•• Peer referralsPeer referrals-- N/AN/A•• Peer Support/MentoringPeer Support/Mentoring-- $3000$3000•• Certification trainingCertification training-- N/AN/A•• Research materialsResearch materials-- $200$200•• ACAE logo useACAE logo use-- N/AN/A•• Convention attend discountConvention attend discount-- $75$75•• Web referralsWeb referrals-- N/AN/A

Alabama CAE Real Dollar ValueAlabama CAE Real Dollar Value•• Knowledge CenterKnowledge Center-- N/AN/A•• Special Interest Group Special Interest Group

ParticipationParticipation-- N/AN/A•• Affinity programsAffinity programs-- N/AN/A•• Educational programsEducational programs-- $250$250•• Access to corporate sponsor Access to corporate sponsor

fundingfunding-- N/AN/A•• Access to public Access to public

officials/influencersofficials/influencers-- N/AN/A•• Annual Golf Outing/Tradeshow Annual Golf Outing/Tradeshow --

$200$200•• Legal RepresentationLegal Representation-- N/AN/A• Networking- $ 3000

•• Total ValueTotal Value--$9,650$9,650•• Total CostTotal Cost--$350$350•• Membership ROI = 27.57XMembership ROI = 27.57X


•• EE--NewsNews-- 7575•• Print MagazinePrint Magazine--NANA•• Legislative UpdateLegislative Update-- NANA•• Member DirectoryMember Directory-- 00•• Opportunities for involvement & Opportunities for involvement &

leadershipleadership-- 20002000•• Access to NE/SAE office/staffAccess to NE/SAE office/staff--

200200•• Technical advisory staff through Technical advisory staff through

the Tech Hotlinethe Tech Hotline-- NANA•• Professional technical training Professional technical training

opportunitiesopportunities-- NANA•• Peer referralsPeer referrals-- NANA•• Peer Support/MentoringPeer Support/Mentoring-- 20002000•• CAE certification trainingCAE certification training-- 100100•• Research materialsResearch materials-- NANA•• NE/SAE logo useNE/SAE logo use-- NANA•• Convention attend discountConvention attend discount-- 150150•• Web referralsWeb referrals-- NANA

New England SAE Real Dollar ValueNew England SAE Real Dollar Value•• NE/SAE Career HeadquartersNE/SAE Career Headquarters-- NANA•• NE/SAE Knowledge CenterNE/SAE Knowledge Center-- 700700•• Special Interest Group Special Interest Group

ParticipationParticipation-- 400400•• Affinity programsAffinity programs-- NANA•• Monthly educational programsMonthly educational programs--400400• Networking- 2000

•• Total ValueTotal Value--$8,025$8,025•• Total CostTotal Cost--$195$195•• Membership ROI = 41X Membership ROI = 41X


•• Online MagazineOnline Magazine-- $0$0•• Print MagazinePrint Magazine-- $100$100•• Legislative DirectoryLegislative Directory-- $0$0•• Member DirectoryMember Directory-- $50$50•• Opportunities for involvement & Opportunities for involvement &

leadershipleadership-- $500$500•• Access to MSAE office/staffAccess to MSAE office/staff--

$200$200•• Technical advisory staff through Technical advisory staff through

the Tech Hotlinethe Tech Hotline-- n/an/a•• Professional technical training Professional technical training

opportunitiesopportunities-- n/an/a•• Peer referrals (Peer referrals (AMCsAMCs))-- $1,000$1,000•• Peer Support/MentoringPeer Support/Mentoring-- $0$0•• CAE trainingCAE training-- $10$10•• Research materialsResearch materials-- $50$50•• MSAE logo useMSAE logo use-- $0$0•• Conv. attendance discountConv. attendance discount-- $100$100

Michigan SAE Real Dollar ValueMichigan SAE Real Dollar Value•• Knowledge CenterKnowledge Center-- n/an/a•• Special Interest Group Special Interest Group

ParticipationParticipation-- $100$100•• Affinity programsAffinity programs-- $200$200•• Educational programsEducational programs-- $300$300•• Access to public Access to public

officials/influencersofficials/influencers-- $0$0•• Legal RepresentationLegal Representation-- $0$0•• MSAE Surveys & ReportsMSAE Surveys & Reports-- n/an/a•• Online Job Search AssistanceOnline Job Search Assistance-- n/an/a• Networking- $2,000•• Membership ROI = 16.17XMembership ROI = 16.17X•• Total ValueTotal Value--$4,610$4,610•• Total CostTotal Cost--$285$285


•• Legislative UpdateLegislative Update-- N/AN/A•• HotlineHotline-- N/AN/A•• Trends ReportTrends Report-- $2,000$2,000•• Salary Surveys Salary Surveys -- $500$500•• Access to legislators/InfluencersAccess to legislators/Influencers--

N/A N/A •• Legislative DinnersLegislative Dinners-- N/AN/A•• Member DirectoryMember Directory-- $50$50•• Access to Society office & staffAccess to Society office & staff-- $400$400•• Legal RepresentationLegal Representation-- N/AN/A•• New Medical Executives InstituteNew Medical Executives Institute--

$300$300•• CEO MeetingsCEO Meetings-- $500$500•• Knowledge Center/Knowledge Knowledge Center/Knowledge

ManagementManagement-- $175$175•• EDWebsEDWebs-- $200$200•• Educational SeminarsEducational Seminars-- N/AN/A•• Compliance Information; red flag Compliance Information; red flag

rules,rules, HIPAA & OSHA updates, etcHIPAA & OSHA updates, etc-- N/AN/A

AAMSE Real Dollar Value•• Peer ReviewPeer Review-- N/AN/A•• Peer referralsPeer referrals-- N/A N/A •• Opportunity to transcend from Success Opportunity to transcend from Success

to Significanceto Significance-- N/AN/A•• Opportunities for involvement & Opportunities for involvement &

leadership; councils, committees, leadership; councils, committees, boardboard-- $1,000$1,000

•• Benchmarking ProjectBenchmarking Project-- $750$750•• CEO CEO ListservsListservs-- $1,500$1,500•• Annual ConferenceAnnual Conference-- $75$75•• Affinity programs/Endorsed PartnersAffinity programs/Endorsed Partners--

N/AN/A•• NetworkingNetworking-- $750$750

•• Total Cost: $400Total Cost: $400•• Total Value:$8,200Total Value:$8,200•• ROI = 20.5xROI = 20.5x


Give More ROI Give More ROI Through: High Through: High

Perceived Value, Perceived Value, Low Cost Low Cost Programs.Programs.


Value Perception Value Perception Rule #1Rule #1

Tell Them What Tell Them What You You DidDid for Them!for Them!


Value Perception Value Perception Rule #2Rule #2

Sell to Sell to TheirTheir Buying MotivesBuying Motives


More ROI LineMore ROI Line--Items through Items through Understanding Buying MotivesUnderstanding Buying Motives

1.1. Profits or GainProfits or Gain2.2. Fear of LossFear of Loss3.3. Comforts and PleasureComforts and Pleasure4.4. Avoidance of PainAvoidance of Pain5.5. Loving and Affection Loving and Affection 6.6. Pride and PrestigePride and Prestige


What Do You Have (of value) What Do You Have (of value) That Members & Others Want?That Members & Others Want?

•• Hardcopy directoryHardcopy directory•• Archived contentArchived content•• Access to an online communityAccess to an online community•• Certification study groupCertification study group•• Classifieds and job postingsClassifieds and job postings•• Email blastsEmail blasts•• Affinity programsAffinity programs•• Breakfast with the GovernorBreakfast with the Governor•• Corporate Member receptionCorporate Member reception•• Advertising on Web siteAdvertising on Web site•• Industry Mentor ServiceIndustry Mentor Service•• One day pass to closed conferenceOne day pass to closed conference•• Legislative update summariesLegislative update summaries•• What else?What else?

Price Price Everything

Everything


Prove Relevance by Proving Prove Relevance by Proving ROI, Especially GenerationalROI, Especially Generational

•• YPO GroupsYPO Groups•• Dinosaur GroupsDinosaur Groups•• Certifications/CredentialsCertifications/Credentials•• Extreme Meetings (?)Extreme Meetings (?)•• Cause Based Events (?)Cause Based Events (?)•• Keep Volunteer Leaders on StrategyKeep Volunteer Leaders on Strategy


Formal Senior to Junior Formal Senior to Junior Member Mentoring ProgramsMember Mentoring Programs

1.1. Is there a Is there a structured length of timestructured length of time for the for the relationship? What effect, positive or negative, has the relationship? What effect, positive or negative, has the length of time had on member engagement for, the length of time had on member engagement for, the senior member? Junior member? senior member? Junior member?

2.2. 2. What 2. What percentagepercentage of your senior members (defined of your senior members (defined as 20+ year members) as 20+ year members) currently participatecurrently participate in your in your program?program?

3.3. What is the most important What is the most important benefit/valuebenefit/value that your that your senior members have reported they have received senior members have reported they have received from their from their participationparticipation? ?

4.4. What else do you believe could be done to make your What else do you believe could be done to make your program more beneficial to your senior members?program more beneficial to your senior members?

5.5. If you do not have a formal "Senior to Junior Member" If you do not have a formal "Senior to Junior Member" mentoring program, do you have any solid plans on mentoring program, do you have any solid plans on starting one in 2012, or 2013?starting one in 2012, or 2013?


New Member Assimilation; New Member Assimilation; aka Onaka On--BoardingBoarding

Use Use ‘‘emem or or Lose Lose ‘‘emem!!


How Do You Assimilate New Members? How Do You Assimilate New Members? Typical Answers Include:Typical Answers Include:

•• Put them on a Put them on a committeecommittee

•• Put them on the BoardPut them on the Board•• Coupon for an Coupon for an

educational seminareducational seminar•• Detailed new member Detailed new member

orientation with orientation with incentiveincentive

•• Get them to a local Get them to a local chapter meetingchapter meeting

•• New member showcase New member showcase & introduction& introduction

•• Board in the barrel for Board in the barrel for questions at meetingquestions at meeting

•• Welcome email from BoardWelcome email from Board•• Send member information Send member information

notebooknotebook•• Staff calls each new member Staff calls each new member

& welcomes them& welcomes them

•• What About a What About a New Member New Member Engagement Engagement Process?Process?


Avoid Assimilation Atrophy Avoid Assimilation Atrophy •• Responsibility of recruiting memberResponsibility of recruiting member to urge new to urge new

member to attend the annual convention.member to attend the annual convention.•• Responsibility of recruiting memberResponsibility of recruiting member to introduce to introduce

new member into his or her circles of friends and new member into his or her circles of friends and colleagues.colleagues.

•• Responsibility of recruiting memberResponsibility of recruiting member to introduce to introduce new member to association leadership that can new member to association leadership that can get him or her onto a committee or involved with get him or her onto a committee or involved with a project.a project.

•• The above is difficult, if not impossible with The above is difficult, if not impossible with commissioned sales staff recruiting new commissioned sales staff recruiting new members.members.


Sacred Cows Eat Up Resources & ROISacred Cows Eat Up Resources & ROI•• Quarterly Newsletter, Aggregated News, or Quarterly Newsletter, Aggregated News, or

Magazine Experiencing Reduced Readership; Magazine Experiencing Reduced Readership; Hardcopy or Electronic Hardcopy or Electronic

•• Association Built Product or Service that Nobody Association Built Product or Service that Nobody WantsWants

•• Obsolete Sponsor Programs or DesiresObsolete Sponsor Programs or Desires•• Golf Tournament or Sporting EventGolf Tournament or Sporting Event•• Agreements That Do Not WorkAgreements That Do Not Work•• Legacy Committee or ProgramLegacy Committee or Program•• Annual picnic or Social EventAnnual picnic or Social Event•• OffOff--site Event or Trade show with reduced site Event or Trade show with reduced

attendanceattendance•• NonNon--Producing Member Group or Board MemberProducing Member Group or Board Member•• Joint Conference with Other OrganizationsJoint Conference with Other Organizations


Associations are Associations are Morphing from Morphing from Informational Informational

Organizations to Organizations to Communities of Communities of

Reciprocity.Reciprocity.


In all media, In all media, claim your claim your

namename……NOW!NOW!


Why Should Your Members Renew? Why Should Your Members Renew? Typical Answers Include:Typical Answers Include:

•• Professional developmentProfessional development•• NetworkingNetworking•• CanCan’’t afford not tot afford not to•• Exclusive EducationExclusive Education•• Legal BenefitsLegal Benefits•• AdvocacyAdvocacy•• AdvertisingAdvertising•• Public ImagePublic Image•• Access to businessAccess to business•• LeadsLeads•• Know what is going on in Know what is going on in

industryindustry•• Trend informationTrend information•• Legislative UpdatesLegislative Updates•• Communication to membersCommunication to members•• CertificationCertification•• Maintain certificationMaintain certification•• Support their industrySupport their industry

•• Sense of communitySense of community•• Annual conferenceAnnual conference•• Regional decision makingRegional decision making•• Unified voice for professionUnified voice for profession•• Access to exclusive contentAccess to exclusive content•• Exclusive BenefitsExclusive Benefits•• Cost savingsCost savings•• Separates themselves in market Separates themselves in market

placeplace•• Creditability in a crowded Creditability in a crowded

industryindustry•• Build professional business Build professional business

environmentenvironment•• Competitive advantageCompetitive advantage•• Political strengthPolitical strength•• Voice in national advocacyVoice in national advocacy•• Food, Fellowship, and FunFood, Fellowship, and Fun

Benefits or Features?Benefits or Features?


Why Members Why Members Do NotDo Not RenewRenew•• Business closed/mergedBusiness closed/merged––12%12%•• Change of professionChange of profession--15%15%•• Cannot determineCannot determine--16%16%•• Dues too highDues too high--17%17%•• Not enough time to use member benefitsNot enough time to use member benefits--7%7%•• Services no longer relevantServices no longer relevant--17%17%•• OtherOther--16%16% -Association Management, November 2001

Not Enough Perceived Value: 73%Not Enough Perceived Value: 73%


Marketing General 2011 Membership Marketing Benchmarking Survey


Is Dissent Valuable?Is Dissent Valuable?


Contrarians Are Just Contrarians Are Just Future Leaders, Future Leaders,

Waiting for Waiting for Intelligent Direction Intelligent Direction

& Integration.& Integration.


Valuing ContrariansValuing Contrarians•• See the cornucopia of diverse members and See the cornucopia of diverse members and

discover how to reel in contrarians through discover how to reel in contrarians through collaboration. collaboration.

•• Position your organization as the one Position your organization as the one organization in your industry where everyone is organization in your industry where everyone is welcome, embraced, and valued. welcome, embraced, and valued.

•• Get your persnickety members to understand and Get your persnickety members to understand and appreciate the value they receive and deliver appreciate the value they receive and deliver through their membership. through their membership.

•• Recruit all your members to become evangelists Recruit all your members to become evangelists for your association. for your association.

•• Realize that contrarians see different patterns!Realize that contrarians see different patterns!


LinkedinLinkedin Member ROI Group Member ROI Group Question: How does your Question: How does your organization recognize longorganization recognize long--term term (20+ years) members and what (20+ years) members and what does it do to reward their loyalty to does it do to reward their loyalty to your organization?your organization?


Recognize LongRecognize Long--Term MembersTerm Members

•• Some of my clients make the older members "fellows". One Some of my clients make the older members "fellows". One particular association at their annual event get all the particular association at their annual event get all the members of 50 years standing to stand up and "take wine members of 50 years standing to stand up and "take wine with the president"with the president"

•• In addition to having "ribbons" attached to the online roster In addition to having "ribbons" attached to the online roster showing the length of membership, we recognize showing the length of membership, we recognize companies during the awards dinner at our annual companies during the awards dinner at our annual convention both in the program and having them stand. convention both in the program and having them stand. This year we did the recognition by groups having them This year we did the recognition by groups having them stand at their seats for 5, 10, and 20 years. 25+ year stand at their seats for 5, 10, and 20 years. 25+ year members came to the stage to be recognized for their members came to the stage to be recognized for their commitment to the industry.commitment to the industry.



•• My association celebrated its 25th My association celebrated its 25th anniversary in 2011. We sent a special anniversary in 2011. We sent a special invitation to the charter members to attend invitation to the charter members to attend a special reception held during our annual a special reception held during our annual convention. They were also recognized convention. They were also recognized during the membership luncheon and during the membership luncheon and were presented with a plaque.were presented with a plaque.



•• We include a list of our members, in We include a list of our members, in 55--yr increments, annually in our yr increments, annually in our magazine. magazine.

•• We discontinued the pins when we We discontinued the pins when we changed our logo in 2009changed our logo in 2009

•• We do encourage our chapters to We do encourage our chapters to honor their longtime members. honor their longtime members.


Membership EvangelismMembership Evangelism; What; What’’s It Take?s It Take?1.1. Help members to understand how a larger organizationHelp members to understand how a larger organization----reaching reaching

critical masscritical mass----will serve them better, personally and professionally.will serve them better, personally and professionally.2.2. Recognize publically and privately, the efforts and results of yRecognize publically and privately, the efforts and results of your our

member recruitment evangelists; especially their efforts to helpmember recruitment evangelists; especially their efforts to help new new members to assimilate into your organization.members to assimilate into your organization.

3.3. If the board of directors and paid staff are continually exploriIf the board of directors and paid staff are continually exploring ng additional methods to deliver realadditional methods to deliver real--dollar value to members, as dollar value to members, as opposed to exploring more ways to get into the pockets of memberopposed to exploring more ways to get into the pockets of members, s, regularly and clearly communicate new regularly and clearly communicate new ““member onlymember only”” value value propositions.propositions.

4.4. Teach your evangelists the difference between Teach your evangelists the difference between ““member onlymember only”” and and ““industry stakeholderindustry stakeholder”” value.value.1.1. Member Only Value: benefits and services one receives that is onMember Only Value: benefits and services one receives that is only ly

available to paid members. If an association gives it out free, available to paid members. If an association gives it out free, it is not a it is not a member only value but rather an industry stakeholder value.member only value but rather an industry stakeholder value.

2.2. Industry Stakeholder Value: much of the legislative, lobbying, aIndustry Stakeholder Value: much of the legislative, lobbying, and nd advocacy activities where everyone in the industry benefits, regadvocacy activities where everyone in the industry benefits, regardless of ardless of holding membership in your organization or not.holding membership in your organization or not.

5. 5. Develop an effective recruitment Develop an effective recruitment tooltool that proves that proves ““member member onlyonly”” ROI and that membership in your organization is a good ROI and that membership in your organization is a good business decision.business decision.


EvangelistEvangelist’’s Tool: The ROI Brochures Tool: The ROI Brochure

•• Brochure fits in #10 Brochure fits in #10 envelope, breast coat envelope, breast coat pocket, or other pocket, or other convenient locationconvenient location

•• No extra postage, No extra postage, generally, when mailed generally, when mailed with annual renewal or with annual renewal or other association to other association to member communicationmember communication


Recruitment Evangelist ROI Brochure ElementsRecruitment Evangelist ROI Brochure Elements

•• Brochure best as:Brochure best as:–– 1111”” x 8.5x 8.5”” tritri--foldfold–– 4 color double sided4 color double sided

•• Brochure covers:Brochure covers:–– Front cover should always state, Front cover should always state, ““Membership is a Good Business Membership is a Good Business

Decision.Decision.””–– Back cover offers factual and/or historical information about yoBack cover offers factual and/or historical information about your ur

organization and complete contact information.organization and complete contact information.•• Upon opening, visible on the right side, should be the results fUpon opening, visible on the right side, should be the results from rom

your your Member ROI Valuation ProcessMember ROI Valuation Process, proving that membership in , proving that membership in your organization is a good business decision. The lineyour organization is a good business decision. The line--items are items are ““member onlymember only”” benefits.benefits.

•• Left should include, the Left should include, the ““WhatWhat’’s in it fors in it for”” the various industry the various industry stakeholder segments or organizationstakeholder segments or organization’’s membership categories.s membership categories.

•• Last open:Last open:–– Far left, WhatFar left, What’’s in it for the individuals in it for the individual–– Center page, WhatCenter page, What’’s in it for your businesss in it for your business–– Right section, WhatRight section, What’’s in it for your industry. This is the place for your s in it for your industry. This is the place for your

org to toot itorg to toot it’’s legislative and advocacy prowess horn. This is because, s legislative and advocacy prowess horn. This is because, from a nonfrom a non--member perspective, they are already getting this value even member perspective, they are already getting this value even though they do not hold membership in your organization.though they do not hold membership in your organization.


Outside leftOutside left: : Results from Results from RigsbeeRigsbee’’ss Member Value Member Value ProcessProcessTMTM including all including all line items valued and line items valued and totals.totals.

Outside centerOutside center: : A bit of history on your A bit of history on your organization and all organization and all contact information on contact information on the bottom.the bottom.

Outside rightOutside right: : This is your brochure This is your brochure cover. In addition to your cover. In addition to your organizations logo on the organizations logo on the top, title the brochure: top, title the brochure: ““Membership, ItMembership, It’’s A s A Good Business Good Business Decision!Decision!””

Inside leftInside left: : WhatWhat’’s in it for the s in it for the prospect personally? prospect personally? Include a paragraph for Include a paragraph for all member categoriesall member categories—— member, allied, supplier, member, allied, supplier, etc.etc.

Inside centerInside center: : WhatWhat’’s in it for the s in it for the prospectprospect’’s business? s business? Skip the features and list Skip the features and list benefits (benefits (how your how your organization will make organization will make the memberthe member’’s company s company betterbetter.).)

Inside rightInside right: : WhatWhat’’s in it for the s in it for the prospectprospect’’s industry? This s industry? This is last because it offers is last because it offers the least realthe least real--dollar ROI dollar ROI to the member. to the member. Remember, they get Remember, they get legislative benefit even if legislative benefit even if they are not a member.they are not a member.


Just because your Just because your implementation was implementation was

faulty, it doesnfaulty, it doesn’’t mean the t mean the idea was bad.idea was bad.


Additional Resources from Ed RigsbeeAdditional Resources from Ed Rigsbee

•• Association Resources: Association Resources: http://www.rigsbee.com/association.htmhttp://www.rigsbee.com/association.htm

•• Association Articles: Association Articles: http://www.rigsbee.com/associationarticles.htmhttp://www.rigsbee.com/associationarticles.htm

•• How to Conduct Ed How to Conduct Ed RigsbeeRigsbee’’ss Member ROI Valuation Process article: Member ROI Valuation Process article: http://www.rigsbee.com/associationhttp://www.rigsbee.com/association--membermember--retentionretention--1.htm1.htm

•• All Ed's articles & permission to reprint:All Ed's articles & permission to reprint:http://www.rigsbee.com/morearticles.htmhttp://www.rigsbee.com/morearticles.htm

•• LinkedinLinkedin Member ROI GroupMember ROI Group; only for association/society staff and ; only for association/society staff and executives, no volunteer leaders and no vendors are invited.executives, no volunteer leaders and no vendors are invited.

http://www.linkedin.com/groupRegistration?gid=2672904http://www.linkedin.com/groupRegistration?gid=2672904•• For questions about the above resources or to engage Ed Rigsbee For questions about the above resources or to engage Ed Rigsbee to to

help you implement any of the phases of his Member Recruitment help you implement any of the phases of his Member Recruitment System, call 805System, call 805--498498--5720 or email to 5720 or email to [email protected]@rigsbee.com

•• Ed Ed RigsbeeRigsbee’’ss association client list & client comments:association client list & client comments:http://www.rigsbee.com/clientlist.htmhttp://www.rigsbee.com/clientlist.htm

•• Ed Ed RigsbeeRigsbee’’ss client testimonials at client testimonials at LinkedinLinkedin::http://http://www.linkedin.com/in/edrigsbeewww.linkedin.com/in/edrigsbee

http://www.rigsbee.com/association.htm

http://www.rigsbee.com/associationarticles.htm

http://www.rigsbee.com/association-member-retention-1.htm







http://www.rigsbee.com/morearticles.htm

http://www.linkedin.com/groupRegistration?gid=2672904

mailto:[email protected]

http://www.rigsbee.com/clientlist.htm

http://www.linkedin.com/in/edrigsbee

http://www.linkedin.com/in/edrigsbee