Engaging and Retaining Members: Building 365 Day Communication Plan

Presented by

Scott Oser and

Tony Rossell

Very Little Difference Between Non-Engaged Members and Lapsed Members

Members “who are not involved lie perilously close to former members in the overarching assessment of the value they derive from associations. If former members are thought to be dead, the uninvolved are close to comatose”

(The Decision to Join, p 4).

Membership Engagement Research

Data Analytics for one association on engagement.

– Members who attended an association meeting in the past year were 19% more likely to renew than those who did not attend a meeting.

– Members who attended four or more meetings were 30% more likely to renew than members who never attended a meeting.

– Members who placed a product order in the past year were 28% more likely to renew than those who had not placed an order.

– Members who upgraded their membership in the past year to a higher level of service were 12% more likely to renew.

Membership Engagement Strategy

MGI Data Analytics Research

Building Your Value Proposition

Vision

RelationshipReward

What separates you from all other organizations?

ASAE’s Decision to Join -- research of 16,944 members and former members from 18 associations -- highlights these components of the membership value proposition.

Membership Engagement Strategy

New Member Reception

Publications Cover Wraps

Direct Mail

E-Mails

Social Media

Website

Welcome Kit Engagement Channels

Member Calls

Membership Engagement Strategy

“A communications tactic that is correlated with higher renewal rates is a volunteer or staff welcome phone call. Associations showing increases in overall membership over the past year are significantly more likely to use this personal service”

Membership Engagement Strategy

(2010 MGI Membership Marketing Benchmarking Report)

Membership Engagement Sample

Membership Engagement Strategy

Targeted Monthly e-Newsletters

• Deliver timely updates

• Reinforce membership value and vision

• Customize content by segment

• Promote increased interaction

• Certification

• Publications

• Events

• Webinars

• Track and respond

Membership Engagement Strategy

Tracking and Responding

I’m interested in certification information!

Triggered Certification Email

Membership Renewal Strategy

Many surveys of former members show that the number one reason a member has not renewed is because they say, “I Forgot”

“Associations with overall increases in membership over the past year, as well as those with renewal rates higher than 80%, are more likely to attempt more renewal contacts. . . These increases in renewal rates appear after seven contacts.”

2010 Membership Marketing Benchmarking Report, page 22.

Membership Renewal Strategy

Membership Renewal Strategy

Which marketing channels do you use for membership

renewals?

Membership Renewal Sample

Multi-step, integrated channel, issue driven, digitally printed, renewal program.

Membership Renewal Strategy

”Personal contact appears to be a key ingredient for increasing renewals. Associations with renewal rates of 80% or higher are significantly more likely to use personal approaches such as peer to peer member contacts to help with renewal efforts.”

(2010 MGI Membership Marketing Benchmarking Report)

Membership Renewal Strategy

Building the 365 Day Communications Plan

The Special Education Association of America (SEAA)

• 80,000 members

• 20,000 new members a year

• 75% overall renewal rate

• 60% first year member renewal rate

• $95 annual dues for Basic membership (60,000 members who get magazine and newsletter)

• $149 annual dues for All-Inclusive membership (20,000 members who also get books and PD discount)

Building the Plan