Laws of Member Attraction 2016 Volunteer Leaders’ Summit November 18, 2016 Laws of Member Attraction 2016 Volunteer Leaders’ Summit Michelle Stalnaker, M.A., SHRM-SCP, SPHR Northern Virginia SHRM President

Agenda Strategic Approach Financial Approach Tactical Approach

How Will We Keep Living the Dream? Our Strategy: 2 1 Grow Intelligently Enhance the Member Experience We want to continue growing & always keep Super Mega Status! Why 1000+ Members? We attract more speakers/sponsors with a larger audience We have more negotiating power We get more resources We can provide more to members We want to focus on our members’ experience and drive all our efforts (whether directly or indirectly) towards membership Define our core member archetypes Develop different “paths” of programs and services for our core member archetypes RESULTING INITIATIVE (example) Focus on member growth & retention RESULTING INITIATIVE (example) Deploy Member Ambassadors (face-to-face and also virtual)

How We Will Measure Progress? Applying the (Objectives & Key Results) OKR framework helps us accomplish meaningful goals and facilitate collaboration and achievement, both individually and as a chapter Define a limited set of thoughtful objectives Set ambitious targets & define key quantitative results that will tell you if you’ve achieved your objective Track your progress Share objectives and performance among across the Board Strategy Objectives Evaluate these at the end of the year Give awards to recognize those that achieved their goals!

Growing Intelligently Getting members to renew is easier than going after new members It’s Difficult UN-ENGAGED MEMBER UNAWARE NON-MEMBER Lost touch with NOVA SHRM, or moved out of the area via internal expired member directory May not have awareness about NOVA SHRM via SHRM At-Large directory HIGH Level of Outreach Required ENGAGED MEMBER INTERESTED NON-MEMBER Familiar with chapter name, programs & reputation via Member Email Blasts via Chapter Programs & Activities Aware of NOVA SHRM, or seeking a community, and may know a member via Member Referrals LOW It’s Easy! RENEW JOIN Membership Action We implement a monthly outreach process to retain members

Member Archetypes Thinking about our common member archetypes will help us segment our marketing efforts for more effective messaging HR Practitioner / Manager This member is mid-career with 5+ yrs experience and is looking for programs to support current initiatives he is working on or to help position him for the next step in his career; he may be certified Independent HR Operator This member works for a small to mid organization and runs the whole operation, often alone or with just one other staff member; she may be certified Executive HR This member is highly experienced and in an executive-level position with profit & loss responsibilities and defined business objectives; she may also be certified New to the Profession This member is new to the HR profession and may have just graduated from college or a focused HR program, or just made a career transition Non-Member This individual is interested in a specific topic and happened to find a program/activity that matched her interest; she may be certified New to the Area This experienced HR member just moved to the area and is looking for ways to connect with other HR professionals; she may be certified What programs, activities and services can we package for each member archetype?

Membership Types Northern Virginia SHRM offers four membership types PROFESSIONAL TRANSITION ASSOCIATE STUDENT Exempt-level HR Experience and/or SHRM/HRCI certified 3+ years as HR faculty members holding at least assistant professorial rank Full-time consultant with 3+ years HR experience May vote & hold office in Chapter Exempt-level HR Experience and/or SHRM/HRCI certified 3+ years as HR faculty members holding at least assistant professorial rank Full-time consultant with 3+ years HR experience May vote and hold office in Chapter Non-Exempt HR Experience Bona fide interest in HR and Chapter mission May not vote or hold office in Chapter Full-time or part-time students pursuing HR degree and not currently working in HR May not vote or hold office in Chapter

Agenda Strategic Approach Financial Approach Tactical Approach

Budget Process Individual budgets from each board member are consolidated and reviewed on an annual basis: Are we growing financially & reinvesting to grow membership? QUESTIONS WE CONSIDER AS A BOARD: Are there any budgets that fall short of the expected outcome? What methodology did board members apply to their individual budgets? What assumptions are baked in to the budgets? What are the unknowns? Are we prepared for any of the Break-Evens that may become Investments?

Agenda Strategic Approach Financial Approach Tactical Approach

Grow & Retain Our Members PROGRAMS & PROFESSIONAL DEVELOPMENT How Do We Grow & Retain Our Members? - By offering more programs than most local chapters - Create Programs that Operate as Feeder Groups (Gateways to Membership) Nine Monthly Chapter Meetings Two Full-Day Academies (Legal & HR) Pinnacle Award-Winning Special Interest Groups (SIGs) Free for Members Pinnacle Award-Winning Mentoring Program Team with Dulles SHRM 14 Participants per year Day on the Hill Certification Study Groups Collect Surveys & Listen to feedback – Our number one reason for attendance is Recertification Credit Collect Chapter Designation Forms at every event Place a board member at each table to network Make sure President or Prez-elect is present to kick-off each program

Grow & Retain Our Members MEMBERSHIP & COMMUNITY ENGAGEMENT How Do We Engage With Our Membership & Community to Grow & Retain? Professional leadership and volunteer opportunities Create Membership Surveys to get a pulse on satisfaction New Member Orientation Sessions Host Membership Drives & Happy Hours Utilize reporting to find new members, members that are getting ready to expire and ones that have already expired Offer Free Membership & Programs for those in Transition Newsletter that contains legislative, programs and general chapter updates Offer a robust website that promotes the chapter Create Relationships with area Universities After reporting - target the new members to offer them orientation, send the members a personal email that are getting ready to expire and pinpoint the already expired members with information on events/services that they have attended in the past Designate someone to be in charge of social media

Installed Executive Director Plans & executes membership drives Develops & enhances the “Member Experience” Maintains & reconciles membership roster Directs activities of Membership Committee & Chapter Admin Facilitates New Member Orientation Member Engagement Installed in 2015 Paid Position Focuses a Majority of their time on Membership VP Membership has a dotted line to the ED This position provides continuity to the membership base Marketing & Sponsorship Identifies and develops strategic relationships with partners for cross-promotion & sponsorships Directs activities of VP, Marketing Designs communication strategy & approach Monitors current & identifies new website content Directs activities of Digital Content Administrator & Social Media Strategist Member Communications

REMEMBER: Always Focus on GROWING & ENHANCING THE MEMBER EXPERIENCE! Questions REMEMBER: Always Focus on GROWING & ENHANCING THE MEMBER EXPERIENCE!