2015 SHRM VOLUNTEER LEADERS’ SUMMIT SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, 2015 | WASHINGTON, DC WEBCAST – MARCH 20, 2015 Jon Decoteau SHRM-SCP Divisional Director Super Mega Meetings 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What we want to do together… Clarify why we are here and why is it different 90 second SHRM Update Engage in a senior to senior level conversation with SHRM Marketing and MGI Leverage that information, your experience and Design Thinking to build a plan focused on membership These two session are interactive and intended to help you build/augment your 2016 plans. So what are we going to discuss? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT The 90 Second SHRM Update So what are we going to discuss? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, 2015 | WASHINGTON, DC WEBCAST – MARCH 20, 2015 Lisa Diener Director, Marketing SHRM Jason Gudenius Senior Account Director Marketing General Inc. Super Mega Chapters 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT Presenters Today Lisa Diener Director, Marketing SHRM Jason Gudenius Senior Account Director Marketing General Inc. (MGI) 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

Super Mega Chapters are Unique 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

The Decision to Join: Why Join? WIIFM 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

The Decision to Join: Value Proposition “The message . . . is that no company can succeed today by trying to be all things to all people. It must instead find the unique value it alone can deliver to a chosen market.” Treacy and Wiersema, The Discipline of Market Leaders, page xiv 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

The Decision to Join: Research Source: MGI 2015 Membership Marketing Benchmarking Report 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

The Decision to Join: A “Push” Product What is a push product? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

Creating a Sense of Community The top people reason for joining an association is professional networking. What does this mean to you and how are you doing this? What are the natural or planned cohorts that are forming (job function, titles, consultants/vendors, how do they naturally group themselves?) how do you leverage this and make evangelists? Negative – good ol’ boys club, exclusive club, not a very welcoming group How do you onboard new members to make the feel welcomed and get them involved? Creating a sense of community A top reason for people joining is professional networking. This means things to different people Personal connections still mean a lot (benchmarking results on welcome calls related to higher renewal rates) Having a “good old boys” club feeling can be damaging, not allowing others to feel included Realistically, members choose how to engage with the chapter 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

The Marketing Funnel and MGI Membership Lifecycle Marketing takes time, its not always a 1-off transaction There are no silver bullets 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What has the most impact on marketing success? Lists/Data Offer Creative 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing DATA is the most important thing Data can be tough to come by, pricing models and bulk, lists, selects, aggregate purchases Tracking and adjustments/optimization What level of tracking? Who uses promo codes, can even capture them? Understand the demographics of your audience 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing Multi-channel programs Its all working together and its difficult to coordinate, easier to coordinate on a smaller scale (chapters have a potential strength here) Speaking to frequency 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing Opt-in email has expanded possibilities 1 time use, opt-out – need to opt-in – Management of the data is what can be time consuming, but it has to be done for legal reasons. Show example of information that needs to be contained Working on a program to do things throughout the year and pilot procuring data. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing Prospects reading communication are likely to join Separate session, setup emails properly to get this done right. A vision for 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing Discounts Offers work. Research reports Collections of articles/ book chapters Newsletters/subscriptions Urgent and clear call to action – the deadline, using a code, the process Emotional affinity – branded items serve a dual purpose – a product people actually want and use “buzz around ‘I didn’t get my’” Fulfillment of any offer 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing Messaging/Content Newsletters/subscriptions Urgent and clear call to action – the deadline, using a code, the process Emotional affinity – branded items serve a dual purpose – a product people actually want and use “buzz around ‘I didn’t get my’” Fulfillment of any offer 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What is Working In Membership Marketing? Have a budget – members are an investment! Does everyone have a new member budget? What are your benchmarks on what you expect to spend to get a new member and trying to keep a member? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What does not work for Membership Mailed Brochures Postcards The shiny new object Context of postcard vs. #10 success 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What does not work for Membership Email only programs Single channel only is not the best approach You need patience and testing You need to know what emotional and substantive triggers are that you need Renewal rate dropping story 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

Find what works and do it more efficiently Bring package optimization/price reduction costs test examples 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT THANKS! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, 2015 | WASHINGTON, DC WEBCAST – MARCH 20, 2015 Peggy Hoffman, CAE President, Mariner Management Mapping the Prospects Join Decision: Building a Recruitment Strategy 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

CJM = Focusing on the member’s journey tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship talks about the user’s feelings, motivations and questions for each touchpoints - key interactions with the organization provides a sense of the customer’s greater motivation ... what they wish to achieve, their expectations of the organization Adapted from Paul Boag, All You Need To Know About Customer Journey Mapping 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT Source: Smart Cities, A guide to using Customer Journey Mapping 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT ‏Source: @dougdevitre 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT If searching for an HR answer, what’s their journey? If we want to drop the bread crumbs, how do we intersect? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT Interesting to know … Gen Xers most frequently cite cost when not joining; looking for the ROI Millennials lack of joining is largely a lack of awareness compounded by not being asked 3 top drivers for joining – quality of the research-based content, the ability to attend conference or event, and organization’s prestige – matter less to Generation X and Millennials Source: Wiley Membership Survey, http://exchanges.wiley.com Source Wiley Membership Survey 2014: For every generation except Millennials, the peer-reviewed journal is the most highly valued benefit offered by societies and associations by some margin. Millennials, by contrast, overall ranked opportunities for continuing education at 32% preference and the peer review journal at 20% preference. Opportunities for continuing education and training rank a fairly distant second for Boomers and Gen X. Beyond that, the things that most frequently drive individuals to join a society or association–the quality of the research-based content, the ability to attend the conference or event, and the prestige of the organization–matter less to members of Generation X and the Millennial Generation than they do to members of the Silent Generation and Baby Boomers. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT Who is the prospect? What is the prospect’s goal? What traditional & nontraditional marketing channels can we use? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

What’s your most successful recruitment story and why? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT If searching for an HR answer, what’s their journey? If we want to drop the bread crumbs, how do we intersect? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT Before each step … what did the prospect do, where were they, who did they interact with? Right after each step … what will the prospect do and with whom do they connect? What are the steps in an HR professional’s decision to join? 2015 SHRM VOLUNTEER LEADERS’ SUMMIT

2015 SHRM VOLUNTEER LEADERS’ SUMMIT THANKS! 2015 SHRM VOLUNTEER LEADERS’ SUMMIT