Chapter Leader Training Week Membership Track FACILITATED BY TARA LIASCHENKO April 30, 2009

Chapter VP/Director of Membership Speakers: Tara Liaschenko, CMM Charlie Spiegel, Director of Member Care Holly Dotson, CMP, Chapter Business Manager

Webinar Objectives Review MPI’s Vision, Mission and Strategic Imperatives Understand your role as VP or Director of Membership Review Chapter Metrics Review resources available 3

4 Vision & Mission

MPI Vision & Mission Vision: Build a rich global meeting industry community Mission: Make our members successful by building human connections to: –Knowledge & Ideas –Relationships –Marketplaces

Strategic Imperatives EVOLVE to a global community RE-IMAGINE our business relationship with chapters ELEVATE the member conversation and experience BUILD a great organization 6

Why is it important to know? Will make our members and chapters more successful Be advocates of our Vision/Mission Increase member involvement in MPI 7

Role of VP/Director Membership Member Care Recruitment/Retention Monthly Reports Monthly Calls New Members Cancel Members Pending Prospects MPI HQ Quarterly Campaigns 8

What is Member Care? Member Care is the on-going process of identifying the needs of members and ensuring their satisfaction and retention. 9

Four (R’s) of Member Care Successful Member Care should always include: 1. Recruit 2. Recognize 3. Reward 4. Retain 10

Recruitment Recruitment = Sales –Identify specific needs  Sell benefits Identifying needs  Open ended questions –Market the right message to the right customer –“Think outside the box” 11

What can you do? Leverage your relationships Follow-up with prospects Provide quality member care and education Work with Headquarters staff 12

MPI Recruitment Efforts Campaign/Referrals Recruitment & Retention Campaigns Tradeshows Advertising Social Media 13

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MPI – Retention Strategies 15 Touch pointTimingCommunication 1 (On-line registrations only)Automated response to registration welcome – your member kit is coming 21 week post join dateWelcome New Member CD and welcome letter 3**2 weeks post join datePersonalized welcome (card/call/ – what works best with their resources) from local chapter/ invitation to next meeting 41 Month post join dateWelcome call from Chapter Business Manager engaging them, introducing their local chapter and any upcoming chapter events/conferences. 5**2 Months post join dateOutreach from local chapter through vehicle that best works with their resources – new members who have not attended at meeting or event should be the primary target 63 Months post join dateCall from the Member Care Center about the most valued benefits and upcoming events – run through check list of activities

MPI – Retention Strategies 16 StepMonths to Renewal 16 months invitation to take the MPI renewal survey to be re-positioned to “Tell Us How We are Doing” 22 monthsLetter with invoice 31 monthPhone call from Member Care Center Renewal DateAnniversary letter - critical reminder to renew and continue to realize the value of the MPI community 41 month post renewalPostcard reminder 52 months post renewalPhone call from Member Care Center 62 mos. - Final TMP editionLast issue cover card with renewal reminder 73 months post renewal – why have we lost you? 8Post 90-day lapsed membership Member Care Center Win-back Call Campaign

Chapter Metrics

Chapter Dashboard Metrics 1.Net Member Growth a)Measures chapter member growth and rebates b)Allows for chapters to track their member growth patterns 2.Chapter Membership Satisfaction a)Assessment of overall member satisfaction with chapter b)Allows for chapters to gauge member satisfaction in 3 areas; Network, Education and Marketplace 3.Engagement/Participation a)Gauges member participation and involvement in chapter activities b)Allows for chapters to track event/volunteer success 4.Chapter Financial Management a)Calculates financial management not budgeting skills b)Allows for chapter the freedom to manage finances and track educational expenses

Net Member Growth 19 Net Member Growth (Monthly Performance) Meet Goal5.00% Exceed6.00% Far Exceed7.00% FY07-08FY08-09MeetExceedFar Exceed July Aug Sept Oct Nov Dec Jan Feb Mar April May June

Membership Satisfaction Pre-define satisfaction goal –MPI Chapter Satisfaction Survey –Option to use chapter’s own survey at no more than 49% weight. 20

Member Engagement & Participation Select 3 of 8 1.Increase attendees at educational programs 2.Increase planner attendance at educational programs 3.Increase web site visits 4.Increase volunteers 5.Increase number of new members participating 6.Increase satisfaction of education programs 7.Increase regional/annual program attendance 8.Increase attendance at networking events 21

Chapter Financial Management Gross Margin –Total Revenue less Total Expenses divided by Total Revenue –Allows for financial management liberty Educational Investment Ratio –Educational Investment divided by Total Revenue –Gauges investments in education Note: –Needs to note if in-kind contributions are included –Should Exclude Investment activities from calculations –Transfers into reserves, if any, need to be noted 22

Chapter Financial Management (Example) Revenues Educational$ 7,624 Fundraiser$ 3,710 Membership Dues$ 5,379 Total$ 16,713 Expenses Board Retreat$ 4,948 Community Outreach$ 1,030 Donations$ 1,120 Educational$ 8,091 Total$ 15,189 Gross Margin (16,713 – 15,189) =1,524 1,524 / 16,713 = 9.11% Educational Investment Ratio 8,091/16,713 = 48.42% 23

Membership Rebate Practice Membership Rebates* –11.4% (Clubs) –18.0% (US) –23.0% (EU) Examples –Yearly Full Member Rate = $325 USD Chapter Rebate = $58.50 USD –Increase in installment plans this year Quarterly = 4 x $81.25 = 4 x $14.63 Monthly = 12 x $27.08 = 12 x $ 4.86 *exceptions exist.

25 Resources Available

Tools & Resources Your Chapter Business Manager The Chapter Toolkits on the Web –Chapter Toolkits Check here first. Don’t reinvent the wheel. MPI Group-Space Industry Calendar MPI Director of Member Care MPI Member Care Team MPI Quarterly Chapter Campaigns

Tools & Resources – Continued Your fellow Chapter Leaders on this call Past Chapter Leaders Membership Advisory Council Quarterly European/Canadian Conference Calls

Chapter Needs Assessment MPI Membership Survey Chapter Satisfaction Survey FutureWatch Study MPI Foundation - Grants Tools & Resources – Continued

Other MPI Leadership Training: Chapter Leaders Conference (CLC) Chapter Leaders Forum (WEC) Chapter Leadership Forum (MD) Canada and Europe: Canadian Leadership University European Chapter Leadership Forum

Tools & Resources – con’t Member Care Team: –Charlie Spiegel, Director Member Care –Sharnette Jackson, Membership Operations Manager –Trevor McCaffrey, Member Care Coordinator –Jimmy Boyd, Member Care Coordinator –Marlene Fredrick, Member Care Coordinator –Connie Kizziar Member Care Coordinator –Leslie Wright, Director of Canadian Operations –Bianca Manteuffel, Manager of Member Services EMEA 30

31 Questions & Answers

Thank you for your time!