mark glynn & jeremy jalie performance improvement specialists advanced solutions international,...
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Mark Glynn & Jeremy JaliePerformance Improvement SpecialistsAdvanced Solutions International, Inc
Using Technology to Drive Membership Engagement!
Member
Engagement
DonorLoyalty
Supporter
Experience
“…its a meaningful & ongoing relationship between an individual & an organisation.”
Tom Lehman, Lehman Associateswww.LehmanReports.com
Defining Engagement
“…engagement is being inside, part of the family….not on the outside looking in; wondering what's going on.”
Todd Von Deak, TVD Associateswww.tvdassociates.com
It’s Warmer Inside…
“…action of engaging – to bring in from the cold…”“…continually engaged so the member stays; doesn’t go back into the cold.”
Richard Gott - Founder, MemberWise Network, www.memberwise.org.uk
Gott Engagement?
“Develop a continuum of opportunities & look to encourage members to move along that continuum.”
“Developing more micro engagement opportunities is important.”
Sue Froggatt, Marketing & Membership Consultant, www.suefroggatt.com
Continuum of Engagement
“Engagement
is important
because it positively
correlates with
retention (a
behaviour),
advocacy (an
attitude) and
loyalty”
A common and discreditable practice among marketers is using the buzz word "engagement" as a real measure of evaluation. It dilutes the success of your efforts with a vague statement that generalizes all of the resulting actions, when in reality each action should be weighed separately and with corresponding degrees of value. Engagement is a fluff word in a world of increasingly improving measurement and evaluation tools.
Defining Engagement
The 12 Most Overused Business Buzzwords, Mashable.com, July 2014
What is Your Goal?• Enhanced loyalty? Reduce Attrition?• Identify & nurture future leaders?• Encourage more activity in programs? • Energise the profession?• Identify ‘at-risk’ supporters?• Increase revenue?• Or something else?
Why Increase Engagement?
• You can’t manage what you can’t measure?• Allocate scarce resources more effectively?• ‘Myth-bust’ to help make data driven decisions?• Ignite internal competition?• Provide personal roadmaps for growth? • Demonstrate value of membership?
Why ‘Score’ Engagement?
• There is no ‘right’ way to measure engagement• Each organisation must identify its key drivers
How to ‘Score’ Engagement?
Marketing General Inc.Areas of Engagement Analysis
AREAS OF ENGAGEMENT
N 0% 1%-5%
6%-10%
11%-15%
16%-20%
21%-30%
31%-40%
41%-50%
Over 50% N/A
Attend your annual conference/trade show 644 1% 12% 13% 11% 12% 11% 11% 6% 10% 12%
Attend at least one of your professional development meetings 663 1% 12% 13% 10% 9% 10% 9% 6% 9% 23%
Acquire or maintain a certification with your organization 666 2% 9% 6% 6% 5% 4% 3% 2% 8% 57%
Attend at least one of your webinars 658 2% 15% 14% 9% 8% 6% 2% 4% 4% 36%
Purchase a non-dues product (other than previously checked) 655 2% 18% 11% 9% 8% 8% 3% 3% 6% 33%
Purchase a non-dues service (other than previously checked) 658 3% 17% 11% 9% 7% 6% 3% 4% 6% 36%
Purchase or maintain insurance through your organization 658 2% 14% 5% 3% 3% 2% 2% 1% 3% 64%
Purchase a book or directory 653 2% 19% 10% 6% 5% 5% 3% 2% 3% 46%
Participate in your public social network 666 3% 25% 21% 13% 10% 8% 5% 3% 3% 10%
Participate in your private social network 660 3% 20% 13% 7% 6% 5% 4% 3% 2% 38%
Upgrade their membership 658 2% 16% 8% 6% 3% 1% 1% 2% 3% 58%
Volunteer within your organization 664 2% 32% 21% 14% 11% 7% 4% 2% 2% 7%
Donate to your association foundation or PAC 662 3% 23% 13% 6% 5% 2% 2% 1% 2% 42%
Participate in your young professional program 656 2% 16% 8% 4% 2% 2% 1% 1% 1% 67%
Participate in your mentoring program 661 4% 18% 5% 3% 2% 2% 1% 1% 1% 66%
attend
acquire
participate
volunteer
purchase
consume
Marketing General Inc. 2015 Membership Marketing Benchmarking Report
An Engagement Hierarchy
1. Leaders Board members
2. Workers Committee chairs
3. Production workforce Committee members
4. Helpers Ad hoc volunteers
5. Participators Show up to receive value, but are rarely seen
6. Loyalists Perceive value, but are rarely seen
7. In for appearances Weak connection, like the boss told me to join
8. Dropouts Members, but waiting for the next invoice to vote
10 Lessons for Cultivating Member Commitment: Critical Strategies for Fostering Value, Involvement, and Belonging, written by James Dalton and Monica Dignam
Turning Theory into Practice
Queensland Law Society
Members’ active engagement scoresThis year we developed and implemented members’ active engagement scores to identify the level of member involvement with the Society. These were based on four points of contact:• participation on our committees• discretionary monetary spend• click throughs on QLS Update• logins to our website.
Turning Theory into Practice
Australian Medical Association
Turning Theory into Practice
Society of Critical Care Medicine
Engagement point Point value
Years Membership
Award/ Grant Winner
Judge
Speaker/Presenter
Section Leader
Committee Leader
Committee Member
Author
Chapter/Section Participation
Instructor
Commerce
Donations
Volunteer
Advocate
Mentor
Promoter
Social media activity
Use of web sites
Event attendance
SCCM Engagement Index
SCCM Tracking & Scoring
Where Are you?
1 = “Toes only” 10 = “All in”