The Laws of Member Attraction Laurie McIntosh, SHRM-SCP, CAE Director, Membership SHRM Scott Ferrin, SHRM-SCP, CAE Field Services Director SHRM Chantal Rotondo Manager, Acquisition Membership Marketing

Agenda Introduction The Recruitment Cycle 8 Ideas to Boost Membership Great Examples New SHRM Resources Q&A and Closing

What’s Your Story?

Challenges to Membership Growth 2016 MGI Benchmarking Report

Challenges to Membership Growth 2016 MGI Benchmarking Report

Effective Recruitment Methods

Make it easy for prospects to join and members to renew Awareness: Website Make it easy for prospects to join and members to renew

Awareness: Sign Up Form Ask to keep in touch and capture contact information

Recruitment: E-mail Use a simple template. Don’t have a banner? Just use your logo. Place your call to action on top. Tell them why you’re e-mailing right away and create urgency. Tell them what’s in it for them. Repeat call to action.

Recruitment: E-mail Tips Use a trustworthy & recognizable “from” name (e.g., your chapter name or volunteer’s name) Keep subject line short, urgent and personalized (25 characters or less; include first name and/or deadline) Take advantage of pre-header space Send relevant content. Be short and concise. Use ALT text for images Use a clear call to action Avoid SPAM triggers: Free, !!!, $, ALL CAPS Simple layout: one-column design The importance of testing

Recruitment: 2016 E-mail Metrics Nonprofits E-mail Marketing Benchmarks Open Rate 26.4% Click-through Rate 5.3% Unsubscribe Rate 0.052% Source: Silverpop 2016 e-mail marketing metrics benchmark study  

Recruitment: Direct Mail   Simple design using SHRM blues Official-looking Benefits in bullet points Formal personalized invitation letter

Reinstatement: Give a Reason Give your past members a reason to come back. Use fresh messaging and highlight new benefits, incentives, and upcoming events.

Tracking

8 Ideas to Boost Membership Get in touch with lapsed members; offer them an incentive to come back and join the chapter Offer incentives to prospects – books, mugs, free meal at next meeting, discount on membership, etc. (Discounts perform best for SHRM, but you should test!) Promote a way to sign up for your e-newsletter or e-mail list on the front page of your website, then follow up with membership information and deals Partner with other local associations for meetings and/or memberships: ATD, World at Work, Chamber of Commerce (HR 101 event with local Chambers has worked well for chapters!)

8 Ideas to Boost Membership Encourage current members to bring a colleague for free to the next meeting List your upcoming events on a local newspaper/business website calendar Reach out to local universities and create relationships with the HR professors, so they can help push membership to their students Create an HR tipsheet for small businesses in your area; post it with an online form to collect contact info, and then have your members share through social media so you get leads that you can follow up on

BRING IT HOME TAKE ACTION NOW!

Let’s hear from a few chapters. Great Examples Let’s hear from a few chapters. ACTIVITY TIME

Great Examples ACTIVITY TIME Let’s give them a big THANKS!

SHRM Supports Chapter Growth Chapter Locator – leads are sent directly to your chapter president (and chapter management professional if you have one) Better Together brochure – sent to at-large members; available at conferences; will be a co-branded version available in the SHRM Affiliate Printing Portal SHRM Affiliate Printing Portal Volunteer Leader Resource Center – VLRC Marketing to at-large members through new member onboarding, Better Together brochure, New Member Orientation Webinar, SHRM.org and more

Chapter Locator

Better Together Brochure

SHRM Affiliate Printing Portal Launches January 3 Offers co-branded collateral – SHRM and your chapter Brochure Flyer Post Card Business Card Promote membership and your events

SHRM Affiliate Printing Portal Stop by the Membership booth for a demo and to see samples of the materials available when the Portal launches

VLRC Support Leverage Membership Resources

Five Simple Suggestions KISS Invest in Your Chapter Leverage SHRM Resources Involve Your Members Make it a Priority

SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Q&A

Your SHRM Support Membership CLA Liaisons: Laurie McIntosh, SHRM-SCP, CAE, Director Membership Phyllis Shurn-Hannah, SHRM-SCP, Field Services Director Scott Ferrin, SHRM-SCP, CAE, Field Services Director Your SHRM Field Services Director and Member Engagement Associate

Thank You!