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Presented by Cathi Hight © 2015 Hight Performance Group, Inc. Recruit, Retain, Reward Members

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Page 1: Recruit, Retain and Reward Your Members

Presented by Cathi Hight

© 2015 Hight Performance Group, Inc. Recruit, Retain, Reward Members

Page 2: Recruit, Retain and Reward Your Members

Cathi Hight, The Retention Specialist

© 2012 Hight

Performance Group© 2015 Hight Performance Group, Inc. 2Recruit, Retain and Reward Members

• President of Hight Performance Group

• The nation’s member retention specialist

• Developer of the Member Retention Kit

• National instructor for the U.S. Chamber’s Institute for Organization Management

• Previously was Vice President of Operations for the Chamber of Commerce of Hawaii

• Served on the Boulder Chamber of Commerce board and was the Member Council Chair, (focuses on building a sustainable membership base)

• President of the Boulder Area Human Resources Association (BAHRA)

• Is a member of the:– Society for Human Resource Management (SHRM)

– American Chamber of Commerce Executives (ACCE)

– American Society of Association Executives (ASAE)

Page 3: Recruit, Retain and Reward Your Members

Session Agenda

• Strategies to Recruit for Retention

• The Best Kept Secrets for Member Retention

• How to Keep Them Coming Back to You!

• Session Summary

3Recruit, Retain and Reward Members

Page 4: Recruit, Retain and Reward Your Members

Recruitment Strategies

Page 5: Recruit, Retain and Reward Your Members

Strategy: Recruit Ideal Members

• Not every prospect should be a member

• Understand who your “best” members are and what they have in common

• Identify common criteria for “ideal members” based on:

– Demographic variables (FTE, industry, category, length of time in business, generation)

– Psychographic/behavioral variables (values, beliefs, preferences, buying patterns)

– Strategic initiatives, organizational needs or potential appeal to your benefits

© 2015 Hight Performance Group Recruit, Retain and Reward Your Members 5

Page 6: Recruit, Retain and Reward Your Members

6

How Would We Describe

Our Ideal Members?

• Determine common factors of your “best” members

• Create 3-4 ‘Ideal Member’ Profiles based on common variables

• Target those that match up to profiles

Ideal Member Profile #2• 10 – 30 FTE

• Been in biz 3> years

• Multiple locations

• Involved and invested in the

community

• Sees the value in being

members of associations

Ideal Member Profile #1• <10 FTE

• Been in biz 3> years

• Locally based enterprise

• Realizes that getting

involved = getting results

• Long-time resident

© 2015 Hight Performance Group Recruit, Retain and Reward Your Members

Page 7: Recruit, Retain and Reward Your Members

Strategy: Help Prospects Buy,

Don’t “Sell” Memberships

• Leverage the Discovery Stage

• Build common ground with prospects

• Confirm what you know about prospects, learn what you don’t know

• Prospects are already doing something without you, learn what it is before making the sales pitch

• Probe for needs and opportunities by asking questions

• Use value propositions that align with prospects’ needs and interests (people never argue with their own data)– Remember, people buy benefits, not features (Focus on WIIFM—

solutions they want/need)

• Listen more than you speak (10% / 90% rule)

© 2015 Hight Performance Group, Inc. 7Recruit, Retain and Reward Members

Page 8: Recruit, Retain and Reward Your Members

• Instant gratification tendencies (lack of patience for

results, “me” focused)

• Failure to connect with targeted audiences

• Haven’t plugged into or found their “community”

• Lack of information or knowledge to access available

resources

• Lack of perceived value

• Members’ own business practices, capability of being

successful

• Loyalty has yet to be developed

New Members Usually Have the

Worst Retention Rates

© 2015 Hight Performance Group, Inc. 8Recruit, Retain and Reward Members

Page 9: Recruit, Retain and Reward Your Members

Strategy: Integrate 1st Year Members

• Record reasons for joining in the database

• Encourage engagement in the first 6 months

• Help them get what they want from the membership (Member Value Plan)

• Create a 12-month onboarding plan and contact them 6-8 times:

– Welcome letter

– Membership Packet

– Member Orientation (in person, over phone, webinar, or on web site)

– 1st Quarter Touch (visit, call by staff or volunteer)• Welcome, how to access benefits, possible connections

– 2nd Quarter Touch (visit, call by staff or volunteer)• Conduct 6 month audit (feedback on experiences, perceived value, list of actions)

• Provide any stats on marketing, advocacy; association updates

– 3rd Quarter Touch (visit, call by staff or volunteer)• Follow up to mid-year audit

– Outreach, as needed, before receiving renewal

– Thank you for renewal

© 2015 Hight Performance Group, Inc. 9Recruit, Retain and Reward Members

Page 10: Recruit, Retain and Reward Your Members

The Best Kept Secrets to Retention

Page 11: Recruit, Retain and Reward Your Members

Strategy: Know Your Real Retention

Rates—Overall Retention Rates Aren’t Enough

© 2012 Hight

Performance Group

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2005 2006 2007

Ret

enti

on

Rat

e

Year

Overall Retention by Year

© 2015 Hight Performance Group, Inc. 11Recruit, Retain and Reward Members

Page 12: Recruit, Retain and Reward Your Members

Analyze Retention Rates by Segment

• Calculate the retention rate of each segment over the

last 3 years, such as:

– Retention by category or industry sector (NAICS)

– Retention by size of organization (FTE)

– Retention by Length of Time as a Member

– Retention by other demographic variables to understand specific

trends

• Identify which members are-most-at-risk, have the

highest attrition rates, and what they have in common

© 2015 Hight Performance Group, Inc. 12Recruit, Retain and Reward Members

Page 13: Recruit, Retain and Reward Your Members

Drops by NAICS Over last 3-5 Years

© 2012 Hight

Performance Group© 2015 Hight Performance Group, Inc. 13Recruit, Retain and Reward Members

Page 14: Recruit, Retain and Reward Your Members

Retention by Membership Tenure

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 year 2 years 3 years 4-5 years 6-10 years 11-25 years 26 - 50 years More Than50 years

Drop Rate by Membership Tenure

Drop Rate

© 2015 Hight Performance Group Recruit, Retain and Reward Your Members 14

Page 15: Recruit, Retain and Reward Your Members

Retention Trends 1st Year Members

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Ret

enti

on

Rat

e

1st Anniversary Year

Overall First-Year Retention Rates

2005 Retention

2006 Retention

2007 Retention

15© 2015 Hight Performance Group Recruit, Retain and Reward Your Members 15

Page 16: Recruit, Retain and Reward Your Members

Retention Rates

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 2 to 4 5 to 10 11 to 25 26-50 51-100 100+

Number of Employees

% R

eta

ine

d @

1 Y

r ...

Retention Trends 1st Year Members (FTE)

16© 2015 Hight Performance Group Recruit, Retain and Reward Your Members 16

Page 17: Recruit, Retain and Reward Your Members

Drops by Years in Business

© 2012 Hight

Performance Group© 2015 Hight Performance Group, Inc. 17Recruit, Retain and Reward Members

Page 18: Recruit, Retain and Reward Your Members

Strategy: Allocate Resources

for Retention

• Identify specific responsibilities for team members

• Recruit volunteer resources to conduct member

outreach

• Leverage Board members to contact top investors,

speak publicly, and facilitate leadership roundtables

© 2015 Hight Performance Group, Inc. 18Recruit, Retain and Reward Members

Page 19: Recruit, Retain and Reward Your Members

Types of Retention Activities

• Outreach to members (calls, visits, e-mails, posting on social media, making notes in the database)

• Member feedback (surveys, polls, focus groups, phone interviews)

• Member rewards and recognition

• Targeted marketing opportunities

• Running and acting on membership reports

– Retention audits (annually, semi-annually)

• Review retention/drop rates by FTE, industry, year joined, year business established)

– New members—join date less than 90 days (monthly)

– Members who are 6 months from renewal (monthly)

– Engagement reports using the participation fields (monthly)

• Manage volunteer retention resources

© 2015 Hight Performance Group, Inc. 19Recruit, Retain and Reward Members

Page 20: Recruit, Retain and Reward Your Members

Retention Roles for Ambassadors

• Outreach contact to members

(calls, visits, notes, e-mails)

• Meet & Greet at events

• Postings on virtual venues

(start interactions, respond to

interactions)

• Onboarding “buddies”

• Connecting members to other

members

• Providing testimonials on the

“value of membership”

• Collecting testimonials (calls,

visits, capturing during events)

• Recruiting new members

© 2012 Hight

Performance Group© 2015 Hight Performance Group, Inc. 20Recruit, Retain and Reward Members

Page 21: Recruit, Retain and Reward Your Members

Retention Roles for Membership Council

• Support for membership staff

• Conduct 6-month membership audits

• Analyze engagement reports and identify actions to take

• Outreach to dropped or at-risk members

• Recognizing and rewarding members

– Anniversary Blitzes

– Postings on virtual venues (start interactions, respond to interactions)

– Getting nominations for awards

• Recruiting new members

• Reports at Board meetings

© 2015 Hight Performance Group, Inc. 21Recruit, Retain and Reward Members

Page 22: Recruit, Retain and Reward Your Members

Retention Roles for Board Members

• Contact top investors

– To touch base

– Talk about current business issues and Association’s role

• Speak at community events to share the Association’s strategic direction, accomplishments, and ask for support

• Facilitate leadership round tables

• Post on virtual venues

• Recognize and reward members at special events

• Send out welcome or “thank you for renewing” letters

© 2015 Hight Performance Group, Inc. 22Recruit, Retain and Reward Members

Page 23: Recruit, Retain and Reward Your Members

Strategy: Influence Engagement

• Create circles of engagement (in-person or virtually through social media)

• Connect members to one another via mutual interests and initiativeso Task forces, councils

o Special Interest Groups (SIGS)

o Birds-of-a-feather (Women, YP groups)

o Calls to Action

• Allow members to share best practices, solve common problemso Forums, panels, experts

o Blogs, online resources

• Collect feedback from members

o Surveys, polls, interviews, list serves

• Track engagement

• Provide outreach to low-engagers

© 2015 Hight Performance Group, Inc. 23Recruit, Retain and Reward Members

Page 24: Recruit, Retain and Reward Your Members

Strategy: Ask Loyalty Questions

©2011 Hight Performance Group© 2015 Hight Performance Group, Inc. 24Recruit, Retain and Reward Members

Page 25: Recruit, Retain and Reward Your Members

How to Keep Them Coming Back!

Using Recognition and Rewards

Page 26: Recruit, Retain and Reward Your Members

Ways to Recognize Members

Recognize for Accomplishments or “Just because…” Recognize for Loyalty

• Send cards for personal achievements (e.g.,

birthday, promotion, new job)

• Send cards for professional achievements (e.g.,

business anniversary, promotions, new contracts,

awards)

• Write and send out press releases for chair,

committee or Board positions

• Create a ‘Good News’ section of the newsletter

and celebrate members’ business

accomplishments

• Send a thank you note to volunteers’ employers

sharing the impact and contribution they have

made

• Recognize employers of volunteers publicly

• Write letters of recommendation and tout their

skills & accomplishments

• Post on members’ social media pages and give

kudos for their product/service or something

they’ve done for you

• Publicize their events, promos

• Celebrate their implementation of “green” or

social responsibility initiatives

• Conduct an “Anniversary Blitz” to acknowledge

members with for 3, 5,10, 20 years+

anniversaries

• Acknowledge their loyalty publicly on the web

site, directory, newsletter, or at a large event

• Send a thank you note for their years of

investment

• Drop by to present a plaque or certificate that can

be displayed in their business

• Send anniversary cards to members to celebrate

their renewals

• Celebrate your most loyal members with special

recognition (e.g., pancake breakfast, special

luncheon)

• Provide special perks (e.g., free admission to

events, free parking, best seats at events)

• Invite them to lunch

• Stage publicity events, invite the media, publish

stories & photos

• Send them Valentine’s or Thanksgiving cards

• Provide special name tags for events

© 2015 Hight Performance Group, Inc. 26Recruit, Retain and Reward Members

Page 27: Recruit, Retain and Reward Your Members

Ways to Reward Members

Reward for Accomplishments or “Just because…” Reward for Loyalty

• Reward members for recruiting new members

(e.g., $25 ‘referral ‘bucks’ to use for event or

service, gift card for a retail store or restaurant)

• Enter members into special drawings who

bring guests or refer potential members

• Hold a Volunteer Recognition event and invite

those who have served on councils,

committees, task forces, Board or other

volunteer roles

• Solicit gifts from other members to use as

rewards for other members (2-way win)

• Reward members who help you to save on

costs (event or operational cost savings

• Allow members to submit articles for

newsletters for “expert” areas on web site

• Provide special perks to increase engagement

(e.g., special programs, task force or

committee meetings)

• Drop by with doughnuts or other gift to share

• Appoint members for key roles (e.g., council,

committee, Board position)

• Send members who have attended events

frequently a complimentary pass for one and thank

them for their loyalty

• Nominate members for local, regional and national

awards

• Offer an extra benefit without charge to thank

members for their loyalty (e.g., extra listing in the

directory, online ads, expanded or highlighted

directory or web site description)

• Give gifts and opportunities that one usually can’t

buy (e.g., exclusive events, book signings, invites to

special guest receptions)

• Offer discounts when they reach specified spending

levels (e.g., 2 free lunch coupons after attending10

in a year)

• Give away items for reaching specific milestones for

volunteer work

• Offer priority services for loyal members

• Send them offers for business opportunities,

provide more referrals to build their business

• Provide seats in a reserved section for events

• Give an additional discount on specific benefits

© 2015 Hight Performance Group, Inc. 27Recruit, Retain and Reward Members

Page 28: Recruit, Retain and Reward Your Members

• Retention starts with smart recruiting

• Benefits are in the eyes of prospects and

members

• Retention requires resources

• First year retention rates impact the

overall rate

• The secret to retention is in

segmentation

• Engagement influences retention

• Retention requires proactive behaviors—

long before renewal notices

• Loyalty is a two-way street

• Recognize and reward members—it is all

about them!

Hight’s Rules and Insights

© 2015 Hight Performance Group, Inc. 28Recruit, Retain and Reward Members