Central Topics Workshop Panel Introductions and Ground Rules Central Topic / Item Minutes Workshop Panel Introductions and Ground Rules 5 Round Robin Introductions and Workshop Goals What is a Membership Program 10 When Should you Start a Membership Program Why Start a Membership Program Who are your Members and Where do you find them? Establishing a Membership Program Maintaining a Membership Program Summary and Sharing Ideas Central Topic / Item and Minutes Workshop Panel Introductions and Ground Rules - 5 Round Robin Introductions and Workshop Goals - 5 What is a Membership Program - 10 When Should you Start a Membership Program - 10 Why Start a Membership Program - 10 Who are your Members and Where do you find them? - 10 Establishing a Membership Program - 10 Maintaining a Membership Program - 10 Summary and Sharing Ideas - 5

Workshop Panel Experts Shane E. Burkett | Director, Strategic Marketing, Agile Ticketing Solutions Melinda Morgan | Operations Director, Belcourt Theatre Richard Steward | CEO and Operation Director, Agile Ticketing Solutions Guest Panelist | TBD Shane E. Burkett | Director, Strategic Marketing, Agile Ticketing Solutions Melinda| Executive Director, Belcourt Theatre Richard Steward | CEO and Operation Director, Agile Ticketing Solutions Guest Panelist | TBD

Workshop Ground Rules Participate! This workshop is designed to be an idea sharing time. Contribute! You probably know something we don’t, but how will we learn if you don’t share your idea or best practice? Keep on Track! We’ve got a lot of ground to cover in 75 minutes. Have Fun! The best way to retain knowledge is to have fun while learning. Participate! This bears repeating! Participate! This workshop is designed to be an idea sharing time. Contribute! You probably know something we don’t, but how will we learn if you don’t share your idea or best practice? Keep on Track! We’ve got a lot of ground to cover in 75 minutes. Have Fun! The best way to retain knowledge is to have fun while learning. Participate! This bears repeating!

Workshop Outline What is a Membership Program? Why start a Membership Program? When should you start a Membership Program? Who are your Members and Where do you find them? Establishing a Membership Program. Maintaining your Membership Program. Summary and Review. What is a Membership Program? Why start a Membership Program? When should you start a Membership Program? Who are your Members and Where do you find them? Establishing a Membership Program. Maintaining your Membership Program. Summary and Review.

What is a Membership Program? A membership program is one which asks people to contribute something - money, time, their presence, their names, and certain actions - to your organization, in return for which they become somehow affiliated with it for a set period of time -- usually a year. A membership program is one which asks people to contribute something - money, time, their presence, their names, and certain actions - to your organization, in return for which they become somehow affiliated with it for a set period of time -- usually a year.

Membership vs. Loyalty Program Loyalty Program: A structured marketing effort that reward, and therefore encourage, loyal buying behavior…behavior that is typically beneficial to the organization. Loyalty Program: A structured marketing effort that reward, and therefore encourage, loyal buying behavior…behavior that is typically beneficial to the organization.

Membership vs. Loyalty Program Membership Program: The customer buys into the "mission" of the organization and is aptly '"rewarded" for this both by the organization as well as by his/her own good feelings of accomplishment. Membership uses the individuals need to be part of something bigger, to leave a legacy, to develop a loyalty that far surpasses anything a simple "loyalty program" can achieve. Membership Program: The customer buys into the "mission" of the organization and is aptly '"rewarded" for this both by the organization as well as by his/her own good feelings of accomplishment. Membership uses the individuals need to be part of something bigger, to leave a legacy, to develop a loyalty that far surpasses anything a simple "loyalty program" can achieve.

Consider This… What programs in your community have you joined? Why did you join? What benefits do you receive that bring value to your membership? How often does the organization communicate with you? What programs in your community have you joined? Why did you join? What benefits do you receive that bring value to your membership? How often does the organization communicate with you?

Why start a Membership Program? Building or Maintenance Fund Venue Conversion (Film to Digital) Team Building and Staffing Community Engagement or “Buy-in” Donor Discovery and Foundation Building Building or Maintenance Fund Venue Conversion (Film to Digital) Team Building and Staffing Community Engagement or “Buy-in” Donor Discovery and Foundation Building

Compelling Arguments Membership Programs encourage Loyalty Patronage Evangelism Ownership Dedication Ambassadors Animation: Members become Board Members Word of Mouth Advertisers Large Donor Patrons Service Providers

Did You Know? 25% A properly managed Membership Program can contribute a whopping 25% to your venue’s operating budget! A properly managed Membership Program can contribute a whopping 25% to your venue’s operating budget!

Does your organization need Members? Could you use extra funding? Could your venue’s image use a makeover? Could you use some new fresh ideas? If you answered “YES”, a Membership Program might be the way to do it! However, the program MUST be executed flawlessly to make an IMPACT. Could you use extra funding? Could your venue’s image use a makeover? Could you use some new fresh ideas? If you answered “YES”, a Membership Program might be the way to do it! However, the program MUST be executed flawlessly to make an IMPACT.

When should you start a Membership Program? Don’t compete with large, community involved fund raisers. Coincide with an important holiday or an event in your community. Partner with similar organizations to discover new prospective members Plan with your team in mind. When do you really need the extra funding? Don’t compete with large, community involved fund raisers. Coincide with an important holiday or an event in your community. Partner with similar organizations to discover new prospective members Plan with your team in mind. When do you really need the extra funding?

Who are your Members and Where do you find them? Existing Customers and Patrons Social Media platforms like Facebook and LinkedIn Similar Community Organizations Chamber of Commerce / Rotary / Exchange Clubs Social Organizations Film Festival Patrons Faith-Based Organizations Existing Customers and Patrons Social Media platforms like Facebook and LinkedIn Similar Community Organizations Chamber of Commerce / Rotary / Exchange Clubs Social Organizations Film Festival Patrons Faith-Based Organizations

Challenge: 20 Members in 20 Days Plan to host a Venue Tour Identify 20 People in Your Community Personal connections Local Celebrities and Business Owners Current customers from the Customer Relationship Manager (CRM) Commit to connecting with them in 7 days Don’t pitch on the phone… (unless pressed to do so) Invite your prospective members to the venue tour. Send a reminder email 5 days and then 2 days before your event Pitch your Membership Program options in person Plan to host a Venue Tour Identify 20 People in Your Community Personal connections Local Celebrities and Business Owners Current customers from the Customer Relationship Manager (CRM) Commit to connecting with them in 7 days Don’t pitch on the phone… (unless pressed to do so) Invite your prospective members to the venue tour. Send a reminder email 5 days and then 2 days before your event Pitch your Membership Program options in person

Establishing a Membership Program Develop your top-tier Membership level first! Create subsequent Membership levels with targeted demographics For example: Student, Sustaining, Film-Lovers, etc… Articulate your mission and goals clearly Create packages that make sense for each demographic Maintain records of each communication with prospects and new Members Develop your top-tier Membership level first! Create subsequent Membership levels with targeted demographics For example: Student, Sustaining, Film-Lovers, etc… Articulate your mission and goals clearly Create packages that make sense for each demographic Maintain records of each communication with prospects and new Members

Apply The K.I.S.S. Rule (Keep It So Simple) Make it easy for new members to join Web, Box Office, Social Media and on the Phone Stay away from manual forms – enable electronic membership signup forms if possible Each level should make sense, and easy to enjoy Benefits should be easy to deploy Track benefit usage Sharpen membership levels each year to encourage upgrades Work within your budget Make it easy for new members to join Web, Box Office, Social Media and on the Phone Stay away from manual forms – enable electronic membership signup forms if possible Each level should make sense, and easy to enjoy Benefits should be easy to deploy Track benefit usage Sharpen membership levels each year to encourage upgrades Work within your budget

Maintaining your Membership Program Train your Box Office personnel on non-abrasive membership program solicitation Keep careful records of patron’s spending behavior Keep careful records of current members benefit usage Keep connecting with prospective members through networking and hosting events Ask for endorsements, consider developing an Electronic Press Kit (EPK) Train your Box Office personnel on non-abrasive membership program solicitation Keep careful records of patron’s spending behavior Keep careful records of current members benefit usage Keep connecting with prospective members through networking and hosting events Ask for endorsements, consider developing an Electronic Press Kit (EPK)

Communicate! Use Email Marketing to stay in front of your members Ask for referrals from board members and new members Articulate how their membership dollars are being spent Host a “Members-Recruiting-Members” Event Use Email Marketing to stay in front of your members Ask for referrals from board members and new members Articulate how their membership dollars are being spent Host a “Members-Recruiting-Members” Event

Summary and Review. Is a Membership Program right for your organization Understand the importance of timing Understand how to develop a membership program Manage Membership benefits, offerings and features Understand how to attract new members Understand the importance of maintaining careful records Is a Membership Program right for your organization Understand the importance of timing Understand how to develop a membership program Manage Membership benefits, offerings and features Understand how to attract new members Understand the importance of maintaining careful records

Thank You for Participating! Questions Thank You for Participating! End Slide – Questions and Answers from the floor.