©SHRM 2015 SHRM is #AdvancingHR Laurie McIntosh, SHRM – SCP, CAE SHRM Director– Membership SHRM Membership CLA Champion Phyllis Shurn-Hannah, SHRM-SCP Scott D. Ferrin, SHRM-SCP, PMP Field Service Directors September 10, 2015 Membership CLA Quarterly Webinar

©SHRM 2015 Today’s Agenda Welcome/Introduction Membership trends Goal Setting Fall membership drives / promotions Member Engagement YTD Effective Practice Sharing

©SHRM 2015 Mark Your Calendars! (late submissions = no SHAPE award) November 19-21, 2015 SHRM Volunteer Leader Summit; Washington DC December 1, 2015 (if you transition mid-year, send it in 15 days before the term starts) CLIF & SCLIF due December 31, 2015 Deadline for receipt of SHRM Foundation donation for 2015 January 31, 2016 Chapter SHAPE Year-End Report due January 31, 2016 State Council SHAPE Year-End Report due Important Dates & Deadlines

©SHRM 2015  STAR0% %  SUPER-STAR3.00% Membership Goals

©SHRM 2015 SHRM Affiliation Requirements SHRM Chapter Membership Requirements as of January 1, 2012 Applies to all existing and new chapters - no grandfathering. Chapters not currently meeting new affiliation requirements will have a five-year period to do so (by December 31, 2016). 100%-Chapters Minimum of 25 SHRM members AND 100% SHRM membership Non-100%-Chapters Minimum of 25 SHRM members AND 51% SHRM membership 1 year & 4 months to meet the requirements 1 year & 4 months to meet the requirements

©SHRM 2015 Membership Trends Goal Setting Phyllis Shurn-Hannah Northeast FSD

©SHRM 2015 Meeting Objectives/Agenda At the close of this session, you will be able to: Understand Membership Trends Recognize the difference between goals and objectives Importance and example of setting your goals and objectives Overview of the goal setting process and setting realistic or SMART goals/objectives Prep you to complete your initiative for the year.

©SHRM 2015 Top challenges for growing membership N = 742 Difficulty in communicating value33% Insufficient staff20% Difficulty attracting and/or maintaining younger members18% Declining member/employer budgets18% Competitive association(s) or sources of information17% Membership too diverse; difficulty meeting needs of different segments17%

©SHRM 2015 TOP 10 REASON FOR JOINING ORGANIZATION (N = 798) 1. Networking with others in the field23% 2. Access to specialized and/or current information12% 3.Advocacy10% 4. Continuing education9% 5. Learning best practices in their profession6% 6. Discounts on product or meeting purchases6% 7. Conferences/trade shows5% 8. Prestige of belonging to the association5% 9. Accreditation or certification3% 10. Association Publications3%

©SHRM 2015 Top 10 Recruitment Marketing Channels N = Word-of-mouth recommendations49% % 3. Association website23% 4. Direct mail21% 5. Cross-sell to non-members who buy your products or attend your conferences 19% 6. Personal sales calls16% 7. Local events/meetings14% 8. Promotion to/at your own conferences/trade shows14% 9. Association-sponsored events14% 10. Chapters11%

©SHRM 2015 Top 10 Reasons for not renewing membership N = Lack of engagement with the organization38% 2.Left the field, industry, or profession30% 3. Could not justify membership costs with any significant ROI30% 4. Employer won’t pay or stopped paying dues28% 5. Budget cuts/economic hardship of company28% 6. Lack of Value18% 7. Forgot to renew17% 8. Too expensive15% 9. Company closed or merged15% 10. Retirement14%

©SHRM 2015 Goals & Objectives Although the terms “goals” and “objectives” are often used interchangeably, there is a difference between them.

©SHRM 2015 Goals vs. Objectives Goals General Intangible Broad Abstract Strategic – long-range direction, set by top executives Goals General Intangible Broad Abstract Strategic – long-range direction, set by top executives Objectives Specific Measurable Narrow Concrete Tactical – short- range, set by volunteers to accomplish goals

©SHRM 2015 SMART Goals/Objectives S Specific M Measurable A Achievable R Realistic T Time-oriented

©SHRM 2015 Specific Goals/Objectives Specific objectives are: Concrete Detailed Focused Well-defined Straight-forward Action-oriented

©SHRM 2015 Specific Goals/Objectives When setting objectives that are specific, ask: What am I going to do? Use action verbs such as develop, executive, conduct, build Why is it important to do this? Who is going to be involved? When do I want this to be completed? How am I going to do this?

©SHRM 2015 Recruitment Strategy and Goals Things to remember Review your marketing efforts in 2014 –Were they effective –What was your response rate »Response Rate – Total number of responses/Total number of Prospects contacted x 100 –What was the renewal rate »Renewal rate = (# of members today – new members over the past 12 months)/# of members 1 year ago What was the cost of your campaign –Which campaign was financially more affective »The cost to obtain a member = costs of acquisition/# of total members acquired What areas do we need to focus in 2015 –Young professionals –Diversity »Maybe we need to partner with other organizations »Maybe we need to change our programming model »Maybe we should start using different or more marketing channels to attract new members

©SHRM 2015 GOAL #1 - MEMBERSHIP THOUGHT LEADERSHIP 2015 Goal(s)Critical StepsHow Plan Will WorkSuccess Metric(s) 1. Increase Membership retention to 80% 2. Increase Membership Risks HR Professionals do not see the value in joining our organization. Acquire New Members Retain current Members Acquire and retain members to remain the largest HR organization in the community. Increase use of data analytics (demographic and behavioral) to guide acquisition and renewal strategies. Increase targeted membership engagement. Develop a value proposition 10% increase in current membership. 80% Retention rate. 5% Increase in young professional members. Core Activities Develop membership committee to focus on retention, recruitment, and at- large communities. Committee to focus on Young professionals in the community and at the local colleges and universities. Engage in marketing and branding campaigns to continue to brand SHRM and the chapter in the community. Partner with diverse organizations in the community to increase chapter visibility. 18

©SHRM 2015 Fall membership drives / promotions Member Engagement YTD Effective Practice Sharing Scott Ferrin Southwest Central FSD

©SHRM 2015 Key Ideas for Successful Retention Engagement Drives Retention Retention Drives Renewals A planned, proactive, methodical process of engaging a new member A 2-way conversation Members find value from involvement – when there is an increase in involvement there is an increase in retention! What About Retention

©SHRM 2015 Keys to New Member Retention Cultivate a one-to-one relationship Remind them of how to access benefits What is important to them? Ask them…then remember what they told you Have new-member “radar” Just one more engagement after before renewal can increase renewal chance by an additional 50%! What About Retention

©SHRM 2015 Checking Member Engagement Annual Engagement Checkup Do you know who has not attended a meeting during 2015? – Data is power Run a list of membership and compare it to attendees at all chapter events for 2015 Additional comparison could happen for 2014 Identify and assign to Chapter Board Members Create the personal connection Must have a minimum of 2 interactions to renew

©SHRM 2015 Member Get A Member Involve everyone in the chapter Get a ticket for each guest Drawing at December meeting for Gift Card! New Member Bonus – 12 Gets You 15 New members who join in 4 th Quarter get 2016 Adds immediate value and creates the act now! Fall Membership Campaign

©SHRM 2015 SHRM At-Large Member List Chapter at-large member list requests There are two types of listings for your at-large members; the process to request an at-large member list depends on the purpose of your request: If a mailing, we will need you to complete the request form and provide a copy of what you plan on sending to the at-large members. The form can be found at ocuments/Chapter_Member_Label_Request_ doc ocuments/Chapter_Member_Label_Request_ doc If you are looking for a copy of the list for internal chapter purposes, we will need you to complete and return a separate request form, which can be found at ocuments/Chapter_At-Large_List_Request_ doc ocuments/Chapter_At-Large_List_Request_ doc For your future reference, these forms are available on the VLRC in the Resources for Chapters >> Forms. The direct link to this area of the VLRC is /CHAPRforms.aspx /CHAPRforms.aspx

©SHRM 2015 Effective Practice Sharing Time to share – What has been your most effective membership activity? What is the biggest challenge you are facing with membership?

©SHRM 2015 Questions?

©SHRM 2015 Contact US Phyllis Shurn-Hannah, SHRM-SCP Field Services Director , Option 1, Ext Scott D. Ferrin, SHRM-SCP, PMP Field Services Director , Option 1, Ext Laurie McIntosh, SHRM-SCP, CAE Director, Membership , Option 1, Ext. 6408

©SHRM 2015 (Please note that these slides are copyrighted material and may only be distributed to an audience at a SHRM speaker presentation. Further distribution is not allowed, except with permission by SHRM.)