Strategic Retention If implemented daily at all levels of your association, strategic retention includes many pieces, which all add up to a member’s perception of value. Members, for instance, may base their perception of value on: interactions with staff & leaders; products & services; information; learning opportunities and networking.

Many associations allocate the lion’s share of resources (time & money) to recruiting new members. Recruitment shows short- term payback, while retention is a long- term strategy that requires hard work. In the long term however, emphasizing retention is the wisest investment your association can make.

Recruitment Versus Retention Recruitment results are more measureable Easier to see a direct cause and effect Recruitment translates to instant cash flow Recruitment is more fun No one has retention campaigns

When you lose a member, you must recruit two in order to show growth. When you retain a member, however, growth occurs with every new recruit. Most associations have a limited pool of prospects that is often narrowly defined. Money is much better spent keeping the members you have rather than locating possible new recruits, some of which will never join no matter what you do.

Basic Membership Scenario 1.Potential member has a need 2.Association’s value proposition meets that need 3.Potential member joins 4.Association fulfills the member’s need 5.Member renews because their need is fulfilled 6.Association continues to fulfill need 7.Member continues to retain membership as long as needs are being fulfilled 8.Member does not renew because need was not fulfilled

Know Your Members Study their characteristics, demographics, culture, what makes them tick. Why are they members of the association? What are their needs? Then tailor programs and services to meet their needs.

Members are neither identical nor interchangeable. There are many different reasons for joining and retaining membership. Maximizing retention requires segmenting and targeting of products, services, and efforts to meet individual member needs.

Membership Segmentation Membership Builders Remodelers CommercialResidential SmallLarge Associates Subcontractor Plumbers Electricians Roofers Trade Associates Bankers Insurance Agents Financial Advisors

Data Mining for Retention Segment your membership Evaluate historical trends by segment Target retention risk segments Test marketing materials by segment Track retention results by recruitment method within each segment

Data Mining Tips New member survey Exit survey Focus groups Weekly polls on your web site Conference surveys Test marketing Access research data complied by others Track member calls Phone question of the week Hire an outside firm

Data Mining Goals Why do members join? Why do members retain their membership? How can we be more responsive to member needs? How can we serve special segments more effectively? How are environmental changes affecting members? How satisfied are our members?

Keys to Member Satisfaction Royal treatment Identify expectations Manage expectations Money back guarantee In the know At your service Keep your staff satisfied Techno-talk

Communicating With Your Members Timeliness Appropriate frequency Appropriate format Right audience Proper implementation

Welcome Aboard Automated prerecorded welcome call from the FHBA President Follow-up from FHBA CEO and or local HBA EO New member packet Personalized welcome letter

1- 3 Months After Joining “New Member Checklist & Guide” Phone call from an FHBA staff member Membership needs survey Personalized invitation to an event Phone call from local HBA Board Member List new members in next publication and send them a highlighted copy of their name in print

3 – 6 Months After Joining Personalized from FHBA CEO checking up on the new member Personalized invitation to an event Personalized with a link to website for information on a hot topic Check-up phone call from a local Board member Invitation to new member social

6- 9 Month After Joining 6- 9 Month After Joining Personalized invitation to an event Phone call from local HBA Board member Personalized from FHBA with a link to FHBA website for information on a hot topic highlighting a different member benefit each month

9 -12 Months After Joining Send out an “Annual Report” highlighting the association’s legislative and regulatory victories, new services and testimonials on the value of membership Member satisfaction survey Renewal invoice and personalized letter Personalized from the EO thanking them for their membership and letting them know the renewal invoice is in the mail.

Annual Checkup for one-three year members Personalized from the President Membership Renewal Package Annual Report Products and services Call from a staff member or Board member Member satisfaction survey Personalized invitation to an event

Engagement Councils, Task Force, Committees, Boards Special Interest Groups Serve as a mentor Serve as a liaison Facilitate programs Speaker for local event Photographs Write an article Raise funds Grassroots legislative involvement Online Surveys Membership drives

Membership Levels FOOTHILL MEMBERS RIDGE MEMBERS SUMMIT MEMBERS Prospects Base Members