members! peggy hoffman, president mariner management & marketing
TRANSCRIPT
Members!Peggy Hoffman, president
Mariner Management & Marketing
Goal: Robust Membership
• Thriving
• Refreshing
• Growing
Retain Members
Attract New Members
#1 Way to Retain?
Member Involvement
Value ↑ as Involvement ↑
#1 Reason to drop: Low Value for Cost
* Decision to Join
#1 Way to Get Members Involved?
Member Invites a Member
# 1 Reason to Volunteer: Asked!
Referrals Generate Excitement1 Points of Light
2 Euro RSCG Worldwide / Creating Customer Evangelists
#1 Way to Recruit?
Word of Mouth
60% Credited Colleague/Instructor
People seek referrals from friends
1 Decision to Join
2 Creating Customer Evangelists
#1 Word of Mouth Source?
Members!
Primary Influence: Colleague
1 Decision to Join
Member Evangelist!
Activating Member Evangelism…
• How to find your member evangelists
• How to cultivate member evangelists
• How to tap member evangelists
Member Ladder…
Engaged Member
Participating Member
New Member
Member Evangelist
Activating Member Evangelism…
Participating – comes to events, pitches in occasionally
Engaged – contributes, takes on a volunteer role
Evangelist – promotes your organization
Activating Member Evangelism…
New Member
• Warm welcome
• Create connections
• Personalize
Participating Member
How can you increase participation?
Activating Member Evangelism…
Participating Member
• Communicate, communicate – to them, with them, from them
• Sharing with them – what knowledge can you give?
• Help them connect – how can they connect in your association?
Engaged Member
How can you engage members?
Activating Member Evangelism…
Engaged Member
• Make easy to share, recommend• Respond quickly – to their needs & to those
who they refer• Give tools like trials • Grease the buzz – find your hubs
Member Evangelist
How can you support your Envangelists?
Metrics to Measure:
Participation
Engagement
Evangelist – Net Promoter Score
% of Promoters
- % of Detractors
Net Promoter Score
How likely is it that you would recommend membership in [association] to a friend or colleague?
Promoters (Rating 9-10) 43.0%Passive (Rating 7-8) 31.3% Detractors (Rating 0-6) 25.8%
Net Promoter Score 17.2%
* Decision to Join
A person’s decision to join is an individual membership organization
is not a cost-benefit analysis.
ASAE & The Center’s Decision to Join 16,000 respondents