Emerging hybrid membership models

Greg Melia, CAE @gmeliaCAE

Mick Fleming Vice Chair, WCF

@acceboss

Traditional business model • Company membership

• All members pay similar dues

• Many “checkbook” members with limited usage

• Sponsors and advertising subsidize education, meetings, and publications

• Joining is the operative norm

Photo credit: Angusf on flickr

• E-Chambers/Chambers online• Global Mobility• Youth entreprenuership training• Networks• Power of crowd

• Public law chambers – what future?

• Trust in government• World Chambers

Competition: Best unconventional project

Eight InfluencesEight Influences

1.1. Nature of Nature of Belonging & Belonging &

GatheringGathering

2.2. Communications Communications TechnologyTechnology

3.3. Scarcity & Scarcity & AbundanceAbundance

4.4. GlobalGlobal Impacts Impacts

5.5. Composition of Composition of PopulationsPopulations

6.6. Social & Political Social & Political FragmentationFragmentation

7.7.ResourceResource Alignment Alignment

8.8. LeadershipLeadership

##1: Nature of Belonging & 1: Nature of Belonging & GatheringGathering

##1: Nature of Belonging & 1: Nature of Belonging & GatheringGathering

##1: Nature of Belonging & 1: Nature of Belonging & GatheringGathering

• Revolution in Revolution in Who and HowWho and How• Joining v. AssociatingJoining v. Associating• Choices for the first global generationChoices for the first global generation• Value ≠ Events Value ≠ Events • An audience is seldom a An audience is seldom a networknetwork

#2#2: Communications : Communications TechnologyTechnology

•Wave upon wave of toysWave upon wave of toys•Tech won’t differentiate youTech won’t differentiate you•All power to the analysts!All power to the analysts!

#3#3: Scarcity & Abundance: Scarcity & Abundance

•For chambers, it’s For chambers, it’s allall about abundance about abundance •Rapid swingsRapid swings in supply, demand, value in supply, demand, value• Cruel MigrationsCruel Migrations•Chambers as Chambers as K.A.P.S.K.A.P.S.

•NotNot justjust about trade about trade•““Your Your best selfbest self””•Reliance on Reliance on chamberchamber will grow will grow•Stars will Stars will exploitexploit every opportunity every opportunity

#4#4: Global Impacts: Global Impacts

• 2025 – Small world, huge movement2025 – Small world, huge movement• New mixesNew mixes

• New “generations” every ten yearsNew “generations” every ten years•Population change affects Population change affects everythingeverything• Few chambers have actedFew chambers have acted

• Still “Old Guys in Suits?”Still “Old Guys in Suits?”

#5#5: Composition of : Composition of PopulationsPopulations

Global Generation Global Generation On the Move!On the Move!

#6#6: Social & Political : Social & Political FragmentationFragmentation

#6#6: Social & Political : Social & Political FragmentationFragmentation

•““Polarization” is not an adequate termPolarization” is not an adequate term•Politics, society Politics, society ANDAND chamber affected chamber affected•Trend won’t reverse by 2025Trend won’t reverse by 2025•Chambers and the Chambers and the sane centersane center

#7#7: Resource Alignment: Resource Alignment

•Reduction in cross-subsidizationReduction in cross-subsidization• IntentionalIntentional funding of the mission funding of the mission•Volunteers who Volunteers who invest beyond invest beyond the rate cardthe rate card•ROIROI unlikely to be “engagement” unlikely to be “engagement”

GET DONE GET DONE [thru the chamber]

(Community Focus)(Community Focus)

GET FROM GET FROM [the chamber]

(Enterprise Focus)(Enterprise Focus)

INVESTEDINVESTED INVOLVEDINVOLVED

Community Community BuildersBuilders

Business Business BuildersBuilders

Business Business InvestorsInvestors

Community Community InvestorsInvestors

i.e. Attends events for sales contacts

MotivatioMotivation- n- FulfillmenFulfillmentt

#8#8: Leadership 2025: Leadership 2025““the combination of the forces within big cities, great the combination of the forces within big cities, great universities & powerful local leadersuniversities & powerful local leaders.”.” Jim Clifton, Coming Jobs WarJim Clifton, Coming Jobs War

•Non-hierarchicalNon-hierarchical•NetworkedNetworked•AlignedAligned•CatalyticCatalytic

Opportunities•New lens for value•New ROI frames•Extend reach•GROWTH

Challenges•Complexity

•New thinking required

•Meeting different needs

•Stagnation/Decline

We may be moving to a world of

networks well led, as opposed to

organizations well managed.Jim Collins, May 29, 2012

Inc magazine

Dealing with Diversity

Provides businesses of all sizes with access to D & I assessments, consulting, support

Mission: Mosaic will educate, lead, and influence businesses on creating diverse and inclusive workforce cultures to enhance their competitive advantage.

The Whitney MuseumThe Art of Membership by Sheri Jacobs, CAE

Insider Membership Family Membership

The Art of Membership by Sheri Jacobs, CAE

Same Product, Different Interests

What are some innovations membership organizations are

using?

Some Membership Strategies• Tiered service levels

• Hyper-bundling by adding benefits to membership

• Specialized offers for segments within existing membership or new markets

• Differentiated value for individuals

• Focus on market creation/affinity program value

• Dual membership structure: Hi tech, and Hi touch• Core membership - geared to provide a relevant and immediate

response to members' most frequent questions through peer assistance and a sophisticated online knowledge system . $250

• Premium membership - access to an account management team which provides advanced business consulting, customized research, public relations consulting, peer assistance, and a professional e-journal. $2500

Extending your relationship• Promotional benefits “for an additional $$ Annually”• Higher rate for Real Estate Brokers than Agents• Additional Special Membership aspects such as

Global, Green, and/or LGBT Membership resources

• Member Plus Program

Durham Chamber of Commerce

• Three membership tiers

• Durham 2.0 – “key investor group”, highest level

• Business 2.0 – mid-level, mid-benefits

• Entry-level – $99, all electronic

• Custom options – Enhanced online listing.

• Customer options – Non-member Cert. of Origin; Relocation Guide; Map

Tiers: HyperBundling

Three levels,Building greater levels of promotion value and involvements

Five levels, Building greater levels of promotion value and involvements, plus unique status builders

Three levels,Building greater levels of promotion value, involvement, status builders, plus services like custom research support

Tiers: HyperBundling

• Instituting new tiers of bundled credits to make it easier to facilitate engagement in Chamber programs

Niche business needs

Individual membership for those exploring starting a business. 1 year limit.

ENTREPRENEUR Home-Based Businesses

Targeted welcoming messages; Home-based Business Roundtable; co-working facilities

Membership category with three tiered levels

10 membership categories including taverns (with limited PR), government, and home demonstration businesses

Niche based Tiers

Nat’l Defense Industry Assn.

• Government members were an underserved segment – changes grew membership from a handful to 21,000

• Automation of join process removed barriers to joining

• Allow individuals to join, then sell upgrade to organizational membership

• Data-mining & Business Intelligence from AMS enabled segmentation

• Results: Doubled revenue with same staff

Detroit Regional Chamber

• Goals included grow total revenue through affinity programs

• Seven membership tiers, ranging from $80 at the entry or product level to $5,700 at the gold level

• Results after nine years:

• Doubled involved firms

• Dues revenue increased half a million

• Affinity program revenues quadrupled

The Next Generation

Member & non-member fee, plus nametag

charge

No fee, but must be from a member company or an

individual member

Branded separately, unique website –

engages over 3,000 from a 1,500

company chamber.

Separate organization and fee, coordinated

through the chamber

Student Membership Category

gain networking contacts, develop leadership skills and give back to the community while in school

20 students who were selected by the chamber's Recognition Committee based on applications they submitted. Each student will attend chamber events and programs - and they will also complete a job shadow at one of our local businesses

Engaging Students

Student Membership Program

Extending your reach“Friends”

Ongoing affiliation to stay informed about the Chamber, involvement.

There is a fee, but friends get member pricing, services.

Ongoing affiliation to stay informed about the Chamber

It is free, but does not give access to members only content or pricing.

Social media connection to stay informed about the Chamber, involvement.

It is free, but does not give access to members only content or pricing.

Extending your reach

• Public membership model for companies involved in trade• Voluntary membership aspect for domestic companies• Targeted support for entrepreneurial ventures • Partnership for non-profit, trade and professional societies

Serving IndividualsRetired Individuals

Initial processing, plus annual membership fee

Individuals

*Listed by individual name, not business or firm

For Independent Real Estate & Mortgage Agents, Financial Planners, Politicians

Job Seeker Membership

Allows individuals to join the Chamber for a limited time

• Institutional Membership• 10 “personal membership groups” in specialty areas like

healthcare engineering, risk management, and human resource administration. Personal membership includes access to some (but not all) AHA benefits, such as members only website and hospital literature.

• American Bankers Association too!

• Individual ($50 - $90)– Build Job Skills (development programs and networks)– Manage Your Career (member logo, mentoring)– Stay Informed (magazine, e-news)– Save Money (registration discounts, fellowships)– Make the Case for Museums (advocacy)

• Museum Membership (Pay what you can - $8,000)– Strive for Excellence (standards, resources)– Distinguish Your Museum (directory listing) – Stay Informed (magazine, e-news)– Save Money (registration discounts, fellowships)– Make the Case for Museums (advocacy)

Targeting prospect communications

Each landing page includes Programs (Past and Current), Benefits, & Additional Resources

Potential Directions

• Create a portfolio of engagement options – from friend to customer to varied membership opportunities

• Appeal to both individuals and organizations – maintain a focus on companies, but seek to have relationships with individuals

• Serve many niches – create a model and systems that provide value to demographic and functional niches.

• Leverage technology – to allow for targeted, customized service (and self-service) in cost-effective ways

An example that brings it all together …

US Chamber Of Commerce

Tiers: Individual through Advisor Benefit bundles: Conference call updates, Access to committee service, Customized GR web portal

Friends

Members

Outlining an action plan• Define your goals.• Examine your current state of affairs.• Identify your market niches(s) and opportunities.• Determine benefits. What is essential, what desirable? What assets do you already

have?• Assess the costs to provide those benefits and get rid of anything that does not provide

a benefit.• Put a model in place that aligns with how your audience will pay and makes it easy for

you to sell.• Test these offerings and revenue models with members and nonmembers. Adjust

accordingly.

Source: The End of Membership as We Know It (ASAE Press)

Thank you!

Email: gmelia@asaecenter.org @gmeliaCAE

Let ASAE help you succeed.www.asaecenter.org

www.associationsnow.com (Subscribe to FREE daily e-Newsletter)

http://www.slideshare.net/gregmelia

Greg Melia, CAEChief Member & Strategy Development OfficerASAE: The Center for Association Leadership