Members….. Getting Them and Keeping Them Good Morning! I hope you had as much fun as I did at the Rodeo Tour and Dinner last night. I am one of the alliance partners that your fantastic Executive Director has developed as a way to further help your association and YOU be successful. I sincerely believe that the work NAWIC does for women and the construction industry will soon be vital to a fast approaching crisis of a labor shortage in our country. Women have never had the opportunities they will soon have and NAWIC is positioned to make it happen. So..what does membership have to do with it? Actually everything. I look at each of you as disciples within the profession and the more of you who can come together, united and focused on improving the woman’s role in construction, the faster this will happen. I’m going to share with you a few how too’s. I’m an architectural engineer who has been in this industry for over 25 years and ALL of those involved with several professional societies and associations. I’ve been where you are, and I’ve tried many things to get new members for each of these and then…how to keep them. My personal believe after all of these years is that if you focus on providing “real value” for your current members, they will tell others by word of mouth, and the you’ll grow and get stronger. So, let’s start. I will be breaking this discussion into three parts: What YOU have got to do first, What members want, and what you need to do to get them and keep them.                                                           

6 Domains of Membership Marketing 1. Marketing Research 6. Info, Resource, & Organ. Mgmt. 2. Marketing Plan 5. Promo. Activity 3. Client & Business Develop. 4. SOQs/ Proposals

Marketing Research Newsgroups / List serves / Blogs General media (Crayola.net) Industry publications (McGraw Hill Regional Publications) Associations Newsgroups and List serves are a great way to su 1

The Power of SMPS 5,400 members 52 chapters List serve Online member directory Attend other chapter meetings 1

Competitive Intelligence 1

Membership Marketing Plan Membership Marketing Culture Everybody’s job Information gathering Elevator speech Idea generation 2

Two Rules of Marketing Membership To Survive and Grow, associations must effectively market themselves Members are individuals who join for self-interest 2

Sources for Prospect Lists... Past Members Leads from Current Members Purchased Mailing Lists Directories, lists from related associations Joint Programs bring in new Prospects 3

NAWIC Member & Business Development Prospecting Warm Calls Publish / Teach / Mentor Awards Programs Seminars Field Trips 3

Define the Member Market Segments Demographic – AGE, Race, income, education, experience Psychographics – Attitudes, Interests, Opinions, Lifestyles Status – nonmembers, ex-members, potential members, etc 4

Strategies to Meet Needs of Membership Segments Tailor services to segment Offer Pricing Alternatives Offer alternative times and locations Select varying media – print / fax / electronic Prepare different messages for each 4

Sample Variables in Marketing Mix Services Price Distribution Promotion Education Discount new members By itself Direct Mail Communications Incentives for new member By Chapter Leadership Peer to Peer Professional Development Promotion for multi-dates Private Educator Advertising Advocacy Donation Support By National Office and Chapter Publicity PR 4

Promotional Activities Advertising Public Relations 5

E-Marketing Listserves E-Mail signature files E-Newsletters E-Postcards 5

Promotional Activities Advertising Public Relations E-Marketing Membership Marketing Materials 5

Membership Marketing Materials Electronic Brochures Think “Shelf-Life” Member/Prospect - Value Judgments start first contact Branding – Who “is” NAWIC??? 5

Who are the Potential Members Out There?

Do the Math!!! Traditionalists - 34 million Baby Boomers - 77 million Generation X - 52 million Millennium Generation - 78 million

Generational Characteristics Traditionalists Baby Boomers Generation X Millennium Generation Outlook: Practical Optimistic Skeptical Rosy Work Ethic: Dedicated Driven Balanced Pressured View of Authority Respectful Love/Hate Unimpressed Trusting Leadership by: Hierarchy Consensus Competence Convention Relationships: Self-sacrifice Personal Gratification Reluctance to commit Diverse teams

A Perfect Team Traditionalist Boomer Xer Millennium Generation To mentor, advise, do traditional jobs Boomer To be in charge, to challenge, to push Xer To “wire” the group, to nay-say, to work independently Millennium Generation To join, to support, to work in teams

13 Keys to Being a “Membership Marketer” Success Determine your legacy Train your successor Be “on” whenever you’re in front of your members

13 Keys to Being a “Membership Marketer” Success Set the Example – by what you do Help members reach their goals Be the lead chapter cheerleader

13 Keys to Being a “Membership Marketer” Success Watch for cliques; balance involvement Communicate Make champions out of influencers

13 Keys to Being a “Membership Marketer” Success Always live up to your word Insist on Board unity Learn to work with all sorts of people Be sure to make time for yourself

Who is Generation Me?

Generation Me Values Professional development Contribution to the “greater” good Feeling of belonging with “friends”

Getting Members Involved Make life easy for members Focus on the 3 important Values within NAWIC Sell to the “Hot Buttons

Defining Generation Me Stressed out Time poor Two incomes Chaos at work and home Relax, workout & sleep are important

Defining Generation Me THE “VALUE” OF TIME will determine their involvement AS a leader YOU will set the PACE for your Chapter!!

“What's in it for ME?” Statements Features – Statement of facts Benefits – Results Solution – Bigger picture MAKE IT Personal

Board Involvement Write monthly action lists Create a phone tree to call members and prospects about meetings Write handwritten notes

At Chapter Meetings Have a show & tell board with Testimonials Make new members and prospects feel welcome Add 3x5 cards on every table asking for new prospects Develop Buddy Programs

At Chapter Meetings Have a show & tell board with Testimonials Make new members and prospects feel welcome Add 3x5 cards on every table asking for new prospects Develop Buddy Programs Several issues of the NAWIC Image Magazine

At Chapters New member orientations Personalized welcoming letter Welcoming committee “meet and greet” Focus Groups – new members, current members, old-time members Quarterly communications – postcards, calls, notes, small gifts Exit interviews if possible

Last, but not least… Have fun!! National Association of Women in Construction