Greg Melia, CAE@gmeliaCAE

10 Lessonsfor cultivating

Member Commitment

Based in ASAE Foundation Research• 2007 Decision to Join• 2008 Decision to Volunteer• 2009 Decision to Give• 2010 Decision to Learn• 2011 Revisit of Decision to Join • 2012 Book - 10 Lessons for Cultivating Member

Commitment: Critical Strategies for Fostering Value, Involvement, and Belonging

Applied Membership Experience

Basis for Today’s Session

Knowledge

Photo credit: Dunbar gardens on Flickr

Wisdom

Photo credit: Carol Browne on Flickr

Lesson #1:

Understand the Essence of

Associating

“I have often admired the extreme skill with which the inhabitants of the

United States succeed in

proposing a common object

for the exertions of a great many men and in

inducing them voluntarily to pursue

it.”

Tips

• Focus on “peers helping peers” and create a sense of belonging.

• Sell involvement before you sell anything else.

• Do everything you can to involve new members immediately.

• Talk about the nature of associating with your staff.

Lesson #2:

PutWIIFMin its place.

Value Proposition?

Car Rental Discount: $55

Insurance Discount: $150

Payroll service: $400

Magazine: $65

Website access: PRICELESS

Membership saves you over $670!

Value Proposition? No!

Car Rental Discount: $55

Insurance Discount: $150

Payroll service: $400

Magazine: $65

Website access: PRICELESS

Membership saves you over $670!

Association WIIFMs

• Member discounts or group purchasing activities

• Member directory

• Opportunities to gain leadership experience.

• Access to products, services, and suppliers (e.g., insurance, publications)

• Access to career information

• Opportunities to network

• Professional development or educational offerings

• Access to most up-to-date information

“Good of the Order” activities

• Providing standards or guidelines

• Maintaining a code of ethics

• Influencing legislation and regulations

• Gathering and analyzing data on trends

• Promoting a greater appreciation of the field

• Certification and accreditation

• Providing awards or recognition of excellence in the field

A person’s decision to join goes beyond a cost-benefit analysis.

Virtually unchanged between 2006 and 2011 — despite economic upheaval.

What is this organization about?

• Win a Free Hertz Car Rental Certificate and AMEX Gift Card

• Quicken WillMaker Discount• Credit and Debt Counseling through

the ???• Maintaining Your Standard of Living in

Retirement• Importance of Risk Management -

Insurance• Financial Literacy Lessons in English and

Spanish from Wells Fargo• Member Discounts for Bose Radio

Systems. • Win a Free Subscription to the ???

Magazine.16

• California Casualty – 20 Year Partnership.

• Protect Your Home While on Vacation.

• One Credit Class Coming – “Keys to Financial Health.”

• Win Free Stuff in May and June from ??? Member Benefits.

• ??? Delegate Assembly Showcases Member Benefits.

• The Green Book – 39% Discount.• Save This Summer with Your ???

Access Card.• Hertz Rental Car – Extra Weekend

Discount.

What is this organization about?

• BENEFITS OF MEMBERSHIP– ??? represents its members' interests, provides money-saving services, promotes them in this country and across the world, and alerts

them to the pitfalls of current legislation and regulation. We are proactive on their behalf, taking the lead in matters affecting the trade, seeking to articulate their views and taking new initiatives to support them and the ??? trade as a whole. As well as the Association's advice and active support, members are entitled to a wide range of benefits:

• FINANCIAL BENEFITS:– Insurance; Free legal advice; Free Tax advice; Healthcare; Credit and Debit Card processing; further discounts; free entry for

all members on the Association's site; and Gift Vouchers and Wedding Present Service: available to the public and only redeemable through a ??? member.

• PROMOTIONAL BENEFITS: – ??? Logo; :Code of Practice recognized by the buying public and press as the trade standard.; Due Diligence Guidelines;

Conciliation; Publicity; Directory of Members; Publications; Government Representation; and Conferences and seminars.

17

Tips

• Get people to join for the right reason.

• Be bodacious in selling the need to care about the good of the order.

• Ensure a balanced approach of good of the order and personal benefits — perhaps even a variety of approaches over time.

Lesson #3: Make

engagement CENTRAL

to membership

Old engagement approach

New engagement approach

Once they have joined …

Name and membership anniversary

Letter customized for member type, section, and membership tenure.

•Different themes, tone by member type•Incorporate personalized messages, such as based on the CAE.

Different pictures by member type, all from ASAE & The Center events

Highlighted programs and recommended resources varied by interest area, member type,

and membership tenure.

Lesson #4:

Capitalize on

Involvement

25

Typical Levels of Involvement

None69.9%

26

Typical Levels of Involvement

Ad hoc 15.5%

None69.9%

27

Typical Levels of Involvement

Committee 7.8%

Ad hoc 15.5%

None69.9%

28

Typical Levels of Involvement

Governance 6.8%Committee 7.8%

Ad hoc 15.5%

None69.9%

Value of Engagement

40%

32%

29%

47%

34%

20%

61%

27%

12%

66%

22%

13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

No VolunteerRole

Ad hoc Committee Board

Detractor

Passive

Promoter

Lesson #5: Leverage

your existing members.

31

How did you first learn about the association?

Tips

• Recognize and value ad hoc volunteering as involvement.

• Create quick, simple ways for new members to get involved.

• Provide many meaningful ad hoc volunteer activities.

• Make WOM easy.

CreateCOMPELLING, CONVENIENT

volunteer opportunities

Lesson #6:

Not all volunteers want to be onthe Board!

Not all volunteers want to be Speakers!

Not all volunteers want to Network!

What DO volunteers want???

Why don’t members volunteer?Uncontrollable reasons:

1. Time constraints2. Family or professional responsibilities

Controllable reasons:1. Lack of info about volunteer opportunities. 2. Volunteer elsewhere.3. Never asked to volunteer.4. Lack of info about virtual volunteer opportunities.5. Lack of info about short-term assignments.6. Location, location, location.

Getting Volunteers

I would start volunteering if:1. Meaningful opportunity2. Right skills3. Accessible location 4. Interest in volunteering

I first learn about volunteer opportunities by:1. Asked by staff or another volunteer (22%)2. Local chapter, section (14%)3. Meeting, conference (13%)4. Ad or call for volunteers (10%)

ASAE’s Ad Hoc Approach

Lesson #7: Connect

PR & Award

Dilemmas

Tips

• Focus on key identifiable populations to raise awareness

• Consider social media as a way to extend your reach

• Focus awards programs to achieve strategic goals (e.g., innovation, sustainability)

Lesson #8:

Engage theNext

Generation

Copyright: The New Yorker via http://newyorkercartoonsexplained.tumblr.com/

What about Millenials?

• Looking for immediacy that is lacking in traditional model• Different motivations to learn

•Top motivation: “To increase competence in your job”•6th out of 13 motivation: To receive a promotion or pay raise (versus near last for others):

• Different preference in instructors•Less interested in suppliers, vendors and practitioners•More interested in academics and professional trainers

Tips

• Try to reach potential members through the educational system.

• Make your association find-able.

• Be prepared to help the next generation when they acknowledge their career needs.

Addressing Millennials

• Determine the data you have (and need)

• Find viable ways to reduce or remove barriers

• Engage Millennials as valued participants

• Be willing to rethink and redesign to meet Millennial needs

Lesson #9:

View Academics

as strategic assets

Tips

• Cultivate awareness and involvement by academics in feeder disciplines.

• Seek to remove barriers to participation that academics may experience.

• Utilize academics to reach younger professionals.

Lesson #10: Recognize shifts, especially in

information & communications.

Credit: Dan4th Nicholas on Flickr

Instant Access

2006 2011 Net changeSocial media n/a 7.2 7.2E-newsletters 52.3 57.4 5.1

Communities of practice 11.9 14.6 2.7Blogs or podcasts 2 4 2Internet searches 17.6 18.7 1.1Peer networks 12.5 13.1 0.6Association website 47.2 45.4 -1.8Print newspapers 3.3 3.4 0.1

General interest magazines 4 3.4 -0.6Other print sources 6.7 6 -0.7

Conferences/meetings 53.3 49.5 -3.8Magazines/Journals 63.6 50.8 -12.8

Formally Edited

2006 2011 Net changeE-newsletters 52.3 57.4 5.1Print newspapers 3.3 3.4 0.1General interest magazines 4 3.4 -0.6Other print sources 6.7 6 -0.7Association website 47.2 45.4 -1.8

Conferences/meetings 53.3 49.5 -3.8Magazines/Journals 63.6 50.8 -12.8Social media n/a 7.2 7.2

Communities of practice 11.9 14.6 2.7Blogs or podcasts 2 4 2Internet searches 17.6 18.7 1.1Peer networks 12.5 13.1 0.6

Tips

• Emerging preference for electronic media may continue erosion of print-based revenue.

• Explore alternative delivery mechanisms, but recognize traditional magazines, e-newsletters, journals, meetings, and websites still reign.

• Recognize rising tide of peer generated and curated content.

Greg Melia, CAEChief Membership Relations & Strategy Development OfficerASAE: The Center for Association LeadershipEmail: gmelia@asaecenter.org @gmeliaCAE

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