Hot Topics in Membership Retention

What is your hot topic?

What is your hot topic? Choice Count Percentage of Sample Answering Percentage of Sample Asked Percentage of Total Sample Membership Retention 35 50.0% Tiered Dues 11 15.7% Sales 16 22.9% Other, please describe: 8 11.4%

Words Mean Things Why do we call it retention? Is it some sort of medical condition? Satisfaction vs. Loyalty Name the activity that leads to member retention Let’s call it that…

Customer Service Customer Service when referring to people Retention when referring to numbers

Greater Louisville, Inc. In January of 2007, Greater Louisville Inc. implemented an initiative to increase net membership by improving retention among current members. This plan became known as the “CEE” Plan, which stands for Contact, Educate, and Engage. The concept is to improve member retention to 81% versus 75% actual in 2006, by contacting our members more frequently on a non-revenue basis; educate our members about the overall benefits and value of membership; and encourage increased engagement with the chamber through events, committees, or cost-saving programs (newly developed Member Value Program). In order to succeed at this initiative, GLI invested significant resources toward retention by creating a position focused on managing the CEE Plan, which is the Member Retention Specialist. Included, is a compensation plan which holds both the Member Retention Specialist and Membership Development Managers (MDM’s) accountable for improved drop count and revenue. The Member Retention Specialist is responsible for implementing and managing the CEE plan, which includes involvement by MDM’s, Ambassadors, Total Resource Campaign (TRC) volunteers and GLI employees. The CEE Plan includes regular contact from GLI in the form of newsletters, informational electronic postcards, event alerts, legislative and community updates for the CEO, and personal contact from the Member Retention Specialist, Ambassadors and MDM’s. We have found success in the CEE Plan, both with tenured members as well as high risk members who joined through the TRC campaign and HealthSolutions. As a result, GLI has seen the member drop rate decreased 13% 2006 to 2007 through August, with an anticipated 20% improvement by year end.

Calculate Your Retention Dollars lost July ’06 – June ’07 Divided by Dollars at end of June, 2006

Is It Worth the Effort? What if I hired more staff? Lost Revenue from drops $ 70,000 Cost of full-time employee $ 34,500 Influence on these (25%) $ 17,500

Best Ideas in Membership Retention Customer Service What’s the big Idea?

Best Ideas in Membership Retention Customer Service Stolen from: Medford, Oregon Big idea: Monthly customer service calls 3 months prior to renewal Agenda: Say, “Thank you.”

Best Ideas in Membership Retention Customer Service Stolen from: Dawn Moliterno, Walton Co., FL Big idea: Take the word “Participation” out of your sales pitch, and your marketing, and your board, and your ambassadors Result: Fewer drops due to “no time to participate”

Best Ideas in Membership Retention Customer Service Stolen from: Shane Moody, Destin, FL Big idea: Convert to membership tiers Result: 99% Retention among tier members

Best Ideas in Membership Retention Customer Service Stolen from: ACCE Best Practices Session Big idea: Segment dropped members Result: Focused efforts on members fewer than 5 years investing less than $500

What is your hot topic? Other, please describe: Monetizing our Chamber website: Boise Metro Chamber Non-Dues Income - New Ideas: ACCE Message Boards Membership drive, retention and sales: Joan Testa, CDS Retention and Tiered Dues: ChamberThink.com all of the above; retention is currently down, and sales are slowish; we'd like to move to tiered dues, but I have to focus on the other 2 areas first… FastChamber.com Getting Members involved: ACCE Message Boards Engagement/Investment rather than joining (not value proposition but something easier) Depth (engagement/ownership) of membership: Cathy Haight; Membership Tiers, ChamberThink.com

Thank You! Kyle J. Sexton Director of Member Services Salem Area Chamber of Commerce Salem, Oregon salemchamber.org fastchamber.com