membership marketing on a shoestring budget
DESCRIPTION
It’s easy to develop a high-impact marketing campaign when you have millions of dollars to invest. But what if you lack the budget to compete with the big dogs – or even the big dog associations? Are you out of luck? Consigned to obscurity? Absolutely not! Join your fellow small staff association executives to share the techniques, tips and tricks that will help you stretch every marketing penny to its most productive limit. Elizabeth Engel, CAE, Director of Marketing & Sponsorship, National Association of Children's Hospitals & Related Institutions Kathleen Wilson, CAE, executive director, National Association of Trial Lawyer ExecutivesTRANSCRIPT
Membership Marketing on a
Shoestring Budget Tuesday, August 18, 2009
9:00 – 10:15 a.m.
Content Leaders:Elizabeth Weaver Engel, MA, CAE, Director of Marketing &
Sponsorship, NACHRIKathleen Wilson, CAE, Executive Director, NATLE
Connecting Great Ideas and Great People
www.asaecenter.org
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Case Study:American Political Science
Association
What happens when you have TONS of Word of Mouth
…and it’s all BAD?
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Case Study:American Political Science
Association
Membership is
(say it with me)
EVERYONE’S business
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Case Study:American Political Science
Association
Who is allowed to say…
“Yes”
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Case Study:American Political Science
Association
Take the long view
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Case Study:American Political Science
Association
Bad WOM Good WOM
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The Membership Culture
How does your board viewmembership recruitment?
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The Membership CultureCreate Your #1
Membership Marketing Team!
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The Membership CultureVolunteer Leaders
The Courtship The Engagement
Membership W
ork
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MembershipTraining Camp
forVolunteer Leaders
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The Membership CultureVolunteer Leaders
Get promises and keep score
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Come on Down to the Membership Roundup!Who: The FSA Board
What: A Membership PhonathonWhen: September 15th Noon – 3:00 p.m. BBQ & fixins will be servedWhere: The FSA Corral, 123 Main Street
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The Membership CultureVolunteer Leaders
Reward & Celebrate!
www.asaecenter.orgThanks to Susan Smith, Development Director, MI Association for Justice
MAJ Board BaseballBatter Up for the 2008-09 Game!
Grand Slams!Barry Adams (5)
Richard Chalmers (4)
Sue Pyle (7)Martha Stewart
(11)Gary Wilkins (6)Tom Wright (8)
Louise Zambri (9)
SinglesMichelle
BloomfieldPetra GreenFreddie King
Otis RushHubert Sumlin
M. WatersDinah WintersDoubles
Cindy AxelrodJohn BlainePat BlaireJeff Caster
Mimi Caster
TriplesEric ClaptonRobert CrayRonnie EarlBuddy Guy
Steven R. Vaughan
The DugoutClive Akins
Merry SchmidtTommy Ponders
Stu RobinsonAlexis W. Senn
www.asaecenter.orgSAMPLE CHART FOR BOARD
2004 2005 2006 2007 2008 2009 2010700
800
900
1000
1100
1200
1300
1400
1500
1600
1700
1185
1111
1036
962
887
813
738
Membership Trends Through 2010Members
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Membership Fun
M&Ms –The Real Meaning
Membership& Money!
m
mm m
m
mm
m
m
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Year Dues Seminars
Other member services
purchasesAffinity
ProgramsVoluntary
Giving
Total (Running
Sum)1 $195 $300 $100 $10 $250 $855.00
2 $195 $300 $100 $10 $250 $1,710.00
3 $195 $450 $100 $10 $125 $2,590.00
4 $295 $200 $250 $10 $125 $3,470.00
5 $295 $300 $200 $15 $125 $4,405.00
Totals $2,120.00 $2,450.00 $1,075.00 $115.00 $1,475.00 $7,235.00
Lifetime Value of a Member
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The Membership CultureProfessional Staff
Paying Members = Paid Employees
Everyone works in membership
Orient, train, teach
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The Membership CultureProfessional Staff
Earners vs. SpendersBomb the
“silos”Every contact
counts
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Case Study: Consortium for School Networking
It’s all in the details
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Case Study: Consortium for School Networking
Word of Mouth
(again)
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Case Study: Consortium for School Networking
Volunteers are your BEST resource
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Case Study: Consortium for School Networking
DO sweat the small stuff
(sometimes)
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Current Research
According to the 2009 Membership Marketing Benchmarking Survey conducted by Marketing General Inc. (MGI)
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Current Research
According to the 2009 Membership Marketing Benchmarking Survey conducted by Marketing General Inc. (MGI)
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Tie it all up!
TIPS FOR THE SHOESTRING MARKETER
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Shoestring Experience
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Your TurnAudience Q & A
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Contact InformationElizabeth Weaver Engel, MA, CAEDirector of Marketing & [email protected] 703.797.6041
Kathleen Wilson, CAEExecutive [email protected] 850.668.6905
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA