mmc presentation - 199 ideas for membership recruitment and retention

Connecting Great Ideas and Great People

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Content Leaders:

Miriam Miller, CAE, director, membership,

United Fresh Produce Association

Tip Tucker Kendall, director, membership, exhibition and convention services,

Women’s Basketball Coaches Association

Membership and Marketing:

From 199 Ideas to Your WorldJune 15, 2010

10:45 a.m. - Noon

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Idea #1

You’ve got them in the

door. Don’t leave them

alone in the living room.

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Put yourself in your members’ shoes

Create an atmosphere of immediate

welcome

Make them feel valued as individuals

Constantly communicate

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How do you welcome

new members?

What is your new

member retention plan?

What activities make

your new members feel

valued?

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Idea #2

Address Your

At-risk Groups

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Gender

Who are they?

New to the professionRace

New to membership

Subsets of profession

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- Forums during the meeting

- Educational tracks

- Listservs and messageboard

- Social Media

- Newsletters or information needs

- Blog

Talk to them…not at them

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Talk to them…not at them

-Forums during the meeting

-Educational tracks

-Listservs

-Social Media

-Newsletters or information needs

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Idea #3

The Power of

Personalization

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A personal story about personalization . . .

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Know what “personally” matters to your

members

Make form letters “un-form letters”

Use technology to streamline your efforts

Proofreading is essential!

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What information do you capture about

your members to ensure your

communications are personal?

What discrete programs and services

matter personally to your members?

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Idea #4

Go Above and Beyond

with “Good Job” Calls

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Don’t let good news be a missed

opportunity to reach out to your members!

-Babies

-Marriages

-Awards

-Publications

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Idea #5

Landing Pages Help Your

Membership Take Off

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I’m on your website? Now what?

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Help members “Choose their Own

Adventure”

Recognize the individual value

proposition

Make it easy to “come home.”

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Idea #6

Crowdsource to Create

Community

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- Rename your association

- Pick a logo for your upcoming meeting

- Pick a keynote speaker

- Pick ALL the speakers for your conference

- Top story for your website

Give them lots of OPPORTUNITIES TO FEEL

INVESTED in the association’s big

decisions and the small decisions.

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Convention Advisory Group

-Constant feedback…on big and small

-Over 150 sign-ups in 24

hours

-Make it easy – 5 questions

once per month

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Idea #7

Cultivate Your

Post-Convention

Communications

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What was that event I attended again?

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Have a post-convention plan in place pre-

convention

Strategize beyond membership staff

Maintain your momentum post-show

Don’t forget those who didn’t attend

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What is your member/prospect follow up

strategy for major events?

How do you maintain momentum after an

event?

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Idea #8

Save Your Renewals from

Recycling

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Timing is everything!

Do you know when the

best time to bill your

members is?

Have you asked?

Don’t even THINK about

billing me during

convention season!

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Make it simple…

- Limit invoices to one-sided single sheet

- Make sure that online invoices take no

more than 3 minutes

- Allow members to pay how THEY want to

(or can) pay

then make it simpler.

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Idea #9

Wine and Dine the

Decision-makers

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You like me? You REALLY like me!

Or

Flattery will get you everywhere

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Do you know who your decision makers

are? Do you know “how” they like to

decide?

Don’t underestimate the personal ask

Recognize early and often

Empower your internal champions

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Do you know who your decision makers are?

How do you acknowledge your decision

makers?

What investment do you make in

cultivating decision maker support?

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Idea #10

Spread Your Membership

News Far and Wide

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Press Releases

- Change in membership types

- Year-end or record-breaking membership

numbers

- Post-convention or record-breaking

convention attendance

- Record-breaking opening of convention

registration

- Shifts in membership demographics

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Marketing Materials

- Paint a clear picture of who you are…based

on who you want to attract.

- Member demographics on brochures and

website

Give it context! A pie chart with no

context is NOT enough!

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Buy your copy of

199 Ideas: Membership

Recruitment and Retention

today!

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Want to be published in an ASAE publication?

Submit your tip to:

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We are looking for additional tips

for ASAE’s next tip book,

199 Ideas: Member Service & Engagement

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Contact Information

Miriam Miller, CAE

Director, Membership

United Fresh Produce Association

mmiller@unitedfresh.org

202.303.3410

Tip Tucker Kendall

Director, Membership, Exhibition and Convention

Services

Women’s Basketball Coaches Association

tkendall@wbca.org

770.279.8027 ext. 106