MEMBER STEWARDSHIP Bhaird Campbell Executive Director The Japan Society of Boston JET Gunma-Ken 2000~2003

GOAL ACTION DESIRED REWARD/REASON TOOLS TIME PERIOD COMMUNICATION CAMPAIGN DOCUMENT

GOAL WHY? – WHY ARE YOU DOING THIS – RE-ENGAGE and GROW MEMEBERSHIP – VERY IMPORTANT TO THANK CURRENT MEMBERS DON’T WANT TO REWARD PEOPLE WHO HAVE LAPSED WITHOUT THANKING THOSE WHO HAVE REMAINED ENGAGED.

ACTION WHAT IS IT YOU WANT PEOPLE TO DO? – WHY? WHAT IS THE BENEFIT TO THE ORGANIZATION? HOW DOES ACHIEVING THE GOAL HELP THE ORGANIZATION?

REWARD HOW WILL TAKING THE DESIRED ACTION BENEFIT THE MEMBER? – USE YOUR IMAGINATION – LEVERAGE RELATIONSHIPS – TAP YOUR MEMBERSHIP BASE

TOOLS MEANS OF REACHING MEMBERS/POTENTIAL MEMBERS – BLASTS – SOCIAL MEDIA – TELEPHONE – PAPER MAILING MEANS OF IDENTIFYING CURRENT/LAPSED/NOT-YET MEMBERS – MACHINE VS HUMAN

TIME PERIOD LIMITED TIME PERIOD TO TAKE ACTION SHOULD BE LONG ENOUGH BUT NOT TOO LONG – WANT TO GIVE ENOUGH TIME TO MAKE MULTIPLE ATTEMPTS TO REACH PEOPLE – SHOULD BE SHORT ENOUGH TO CREATE A REASON TO TAKE ACTION IMMEDIATELY

COMMUNICATION CAMPAIGN WHO? HOW? WHEN? HOW FREQUENT? MESSAGES SHOULD BE FREQUENT BUT NOT REPETITIVE FOLLOW UP MESSAGES

DOCUMENT RECORD YOUR MEMBERSHIP NUMBERS BEFORE YOU LAUNCH MONITOR RESULTS WITH EACH DISTINCT COMMUNICATION (IF YOU HAVE THE RESOURCES) RECORD END RESULTS SHARE THEM WITH ME AND OTHERS SO WE CAN ALL ANALYZE AND IMPROVE