Slide 1 The Value Proposition: Attracting and Keeping Members Slide 1 Indian Society of Association Executives July 16, 2009 Gregory J. Fine, CAE

Slide 2 Why Join An Association?

Slide 3 We Are About “ASSOCIATING” Shared interest, cause or need Influence, access and prestige Knowledge/targeted information Tangible services provider

Slide 4 Individual Motivations Collegial Members: being part of a fellowship or a cause Checkbook Members: economic gain Referral and business contact opportunities Power Members: personal or professional influence Most volunteer leaders come from this group Resume Members: image, credibility, retaining certification/designation Service Members: specific, tangible needs Education Publications Research, statistics & specialized information Other services and discounts

Slide 5 Question: Identify the TOP 3 reasons why your members join your organization.

Slide 6 Presentation Information Survey of 16,944 individuals who are, were, or could be but never chose to become members of an association 18 diverse organizations ASAE & The Center for Association Leadership

Slide 7 FINDING: All respondent groups think the benefits for the good of the order are just slightly more important than personal benefits.

Slide 8 A person’s decision to join is not a cost- benefit analysis. It goes beyond that. Personal benefits make a compelling case for return on investment (ROI) reasons that an individual may use to justify membership The good-of-the-order benefits to the field raise the tides under everyone

Slide 9 Affiliation and Volunteerism FINDINGS: Governance-level members rank benefits differently than rank-and-file members Probability of being a “promoter” of the association increases with level of involvement Advocacy, networking and leadership opportunities become more important as level of involvement increases

Slide 10 Discussion Questions: Do your leaders have a different perspective on challenges facing the industry than rank-and-file members? Do your volunteer leaders seek regular feedback from the overall membership? Is there a difference in what the ED, Chapter Leadership and Member see as the primary reason to join?

Slide 11 The Big Question: Are your top three reasons still the same?

Slide 12 The Value Proposition

Slide 13 FEATURES vs. BENEFITS Features: Give a description of what your organization does. Unfortunately, most don ’ t care. “ So what? ” Benefits: Provide an account of “ how ” and “ what ” the product or service will do for the individual.

Slide 14 Identifying Value Activity Feature(s) Benefit(s) Value Annual Convention President’s Reception Networking Business Contacts Increase Revenue

Slide 15 Discussion Questions: 1. List all of your Features 2. Then…identify the Benefit 3. Then…state the Value

Slide 16 Recruitment and Retention

SILENT GENERATION (1926 – 1945) Stable, joiners, doers, retiring BOOMERS (1946 – 1964) Change the world, “us,” second career, generational guilt GENERATION X (1965 – 1975) Cynical, deliberate connections, “me,” change the neighborhood MILLENNIALS (1975 – 1985/1990) – Largest Generation Connected, “we”, informal, scheduled, strong parental connections GAMERS (1985/ ) Uber-connected, technological social interaction, children of Gen X

One Size Doesn’t Fit All

Slide 19 ASAE & The Center for Association Leadership VALUES DIFFER BY CAREER LEVEL (GENERATION) Networking and connecting Professional training

Slide 20 What do you think are the most important functions of an association? Are you saying the same thing to both audiences?

What do you think are the most important functions of an association?

What is your message gap?

Slide 23 If there is a meaningful difference between Gen X professionals and Baby Boomers, it is not in the propensity to join associations. Association is about community; Gen X may achieve this community using different means than Boomers. The associations that understand the value sought by younger professionals – and deliver it – will prosper. Arthur C. Brooks, PhD

Slide 24 Associations = Winners Association Members: - Earn More - Are Happier - Are Leaders - Are Winners Arthur C. Brooks, PhD – 2008

Slide 25 Recruiting New Members

Slide 26 Segment and Target One Size Doesn’t Fit All Tap into the unique reason for the individual to join Target and Deploy Resources Deliberately Choose your prospects: ROI + Ability to Serve Not everyone can and should be a member

Slide 27 Identifying The IDEAL Prospect STEP 1 - Market Attractiveness: Does the prospect have the: 1. NEED? 2. DESIRE? 3. ABILITY? STEP 2 - Ability to Deliver: can you meet the expectation?

Strategic Position Analysis Step 1 Segment or Market Attractiveness - Step 1 Low Medium High Low Medium High Prospect Step 2 Ability to Deliver - Step 2

Slide 29 Motto: Think like a prospect Personalize: Prospects and members want to be treated as an individual Customize: Offers must be feel unique Empathize: Prospects and members must believe that your organization can help them do their jobs more effectively Be Honest: If your organization can ’ t deliver, don ’ t say you can! Say what you do and do what you say! Recruitment

Slide 30 The Message Create a Story to Describe the Value Proposition KISS Keep It Short & Single Target – Don’t send a Wingtip message to a Flip Flop prospect Value Message Overload Say it once, then again, once more and then one more time! Use MANY channels Social Media – Facebook and LinkedIn Traditional Direct Mail Member Get-a-Member

Slide 31 Purchasing decisions are often NOT rational!

Slide 32 TECHNIQUES FOR RECRUITING Membership Committee - referrals, phone-a-thons Personal Selling - visit prospects Member-Get-A-Member Campaign – Word of Mouth works, tap into the loyalty and passion your members have for you Membership Campaign/Drive - usually at a specific time of the year, incentives to join, incentives for recruiters, provide volunteer training and good recruitment materials

Slide 33 Discussion Question: What recruitment techniques are working for you?

Slide 34 Retention

Membership Lifecycle Slide 35 1) Orientation 2) Participation / Utilization 3) Influence 4) Leadership

Slide 36 The Strategic Retention Of A Member Begins The Day The Recruitment Process Begins New Member Orientation Make them feel part of the club Get Members Involved Early Committee involvement, leadership positions, task forces, writers, speakers, sponsors or hosts, attendees, purchasers, callers Recognize Those Who Get Involved Thank members for attending, renewing, speaking, etc.

Slide 37 Remember that Decision to Join Finding…

Slide 38 Affiliation and Volunteerism FINDINGS: Governance-level members rank benefits differently than rank-and-file members Probability of being a “promoter” of the association increases with level of involvement Advocacy, networking and leadership opportunities become more important as level of involvement increases

Slide 39 Word of Mouth… Get people PROMOTING!

Slide 40 There is only one thing worse than being talked about, and that is not being talked about. - Oscar Wilde

Slide 41 WORD OF MOUTH MARKETING Definition: Giving people a reason to talk about you Making it easier for that conversation to take place Never stealth or deception BE REMARKABLE! Preferably good, although remarkably bad can work Winners want to be with other Winners

Slide 42 Start Simple…Find Your Evangelists Our Membership Council is made up of cool, hip, passionate, fire breathing advocates of our profession and our organization. Members that are so jazzed about what we are doing, that people expect to see their picture next to the definition in the dictionary. Members who want to see their organization grow and prosper.

Slide 43 THANK YOU! Slide 43

Slide 44 Gregory J. Fine, CAE Director of Communications & Marketing Executive Editor, FORUM Magazine