Making the Most of the First Year: Crafting Plans for Lasting Engagement Megan Fritz.

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Presentation transcript:

Making the Most of the First Year: Crafting Plans for Lasting Engagement Megan Fritz

FACT: Members who are not engaged leave

What is Engagement? Why do People Join? Engagement Plans Measuring Engagement

So what exactly is Engagement?

Who here wants a smaller membership base? Who here wants people to term. their membership after the first year?

What organization are you a part of where you feel a strong sense of value within your membership?

Members have choices

Price Value

Price Value

What does the perfect engagement plan look like to you?

Relationship + Action Engagement

Engagement is an interaction that results in an exchange of value

Top Engagement Strategies Increasing membership engagement 74% Increasing membership retention & acquisition 74% Increasing the understanding of member needs 38% Increasing revenue from members 33% Increasing membership acquisition 16% Source: 2013 Membership & Marketing Benchmark Report by Marketing General Inc.

Engaged members … -are nearly 3 times as likely to be extremely satisfied with their organization, -are twice as likely to volunteer, and -give up to 3 times more money... as members who are either Not Engaged or Actively Disengaged Source: Gallup.com

Just look at FSAE…

28

Things to consider: Actionable Starting point End goal Mix up communication Segment members Ability to adapt Measurable

Sample Plan-…How could it be better?

Loyalty: Net Promoter Score (NPS) Based on your experience, how willing are you to refer the xyz Association to a friend or fellow colleague?

Loyalty: Net Promoter Score (NPS) THE DETRACTOR

Loyalty: Net Promoter Score (NPS) PASSIVE

Loyalty: Net Promoter Score (NPS) PROMOTER