1. June 4, 2016 NAEYC Membership Affiliate Day

2. Today’s Presenters Stephanie Morris Deputy Executive Director Brian Wachur Director of Marketing & Membership Nicole Joerres Marketing Specialist

3. Today’s Agenda Membership Numbers Update Differentiated Membership Benefits Back-to-School Recruitment Campaign Discussion/Q&A

4. Membership Snapshot Current Total Members: 59,104 Regular: 33,571 (58 percent) Comprehensive: 14,124 (24 percent) Student: 7,466 (13 percent) Life Members: 2,935 (5 percent) Current Retention Rate: 62.45 percent Regular:65 percent Comp.:70 percent Student:31 percent

5. Membership Benefits 2015 Survey of Lapsed Members

6. Membership Benefits 2015 Survey of Lapsed Members

7. Membership Benefits In order to recruit new members and retain more of our current members, we MUST improve membership benefits and provide differentiated membership value at all levels. Value must also be offered in ways that reflect and respect diversity.

8. Membership Benefits: How to Approach Differentiation Think about benefits in three equally-important tiers: 1.Light Touch. Largely inexpensive, easy to produce, low variable costs. These benefits are often delivered digitally. o Examples: Email newsletters, webinars, online forums, informal meet-ups etc. Also – the pride of being represented (card carrying member of NAEYC) 2.Medium Touch. More expensive than light touch, but still affordable for large groups. More personalization. Blend of digital, print and in-person benefits. o Examples: Event registration discounts, discounts on resources, online Q&As, small number of print publications (e.g. one book/year). 3.High Touch. Reserved for the most expensive benefits. Premium, highly personalized and highly visible. Often delivered in person and in print. o Examples: VIP events, premium sales, author Q&As, multiple print publications and subscriptions, badges and t-shirts.

9. All benefits can not be available to all members. Justify different price points by packaging benefits accordingly. Membership Benefits: How to Approach Differentiation

10. Membership Benefits: Where We Are Light TouchMedium TouchHigh Touch Student ✔✔ Regular ✔✔ Comprehensive ✔✔✔

11. Membership Benefits: Where We’re Headed Light TouchMedium TouchHigh Touch Entry Level ✔ Standard ✔✔ Premium ✔✔✔ Family 

12. Membership Benefits: Understanding Costs When thinking through membership benefits, it is important to consider cost structure while being creative and innovative. Not every new benefit needs to be expensive! Distinguish between fixed costs (e.g. staff time) and variable costs (e.g. printing and mailing) Survey your members to learn about what they would like to see! Ensure benefits and value of membership reflect diversity of early childhood educators. Example: Informal meet up events might be hosted for different groups of members and/or invited speakers and experts at conferences or events should also reflect diversity of membership in terms of positions held, populations served, age ranges, ethnic identities, geographic locations, etc. Don’t forget to share your success with colleagues!

13. Membership Benefits: Understanding Costs *This does not include Affiliate Relations or public policy/advocacy work.

14. Membership Benefits: What We’re Implementing Member-only Sales & Events o Implemented in 2015: book signings (Ruby Bridges), exhibitor perks/discounts, career center, members only sales o New for 2016: VIP member lounge at Annual, member-only hour in exhibit hall, improved career center Overhauled Interest Forums o New in 2017: platform, new staffing, new approach

15. Membership Benefits: What We’re Implementing Redesigned and more member-centric NAEYC.org o Implemented in 2015: New membership pages o New for 2016: New member-only pages, New pages for online store New affinity membership benefits o Membership should pay for itself

16. Membership Benefits: What We’re Implementing Improving the content pipeline (publishing, conference, PD) o Clear relevance and appeal to young professionals o More connection to K-3 educators o Improving overall reflection of diversity (age, position held, population served, ethnicity, etc.) New professional learning and engagement resources o Digital badges o Webinars o Online communities of best practice for higher ed, pre-k o Curated content o Online courses o Improved conference and institute sessions

17. Membership Benefits: Ideas for Affiliates Localized email newsletters. What is going on in your area? Policy updates, member spotlights, events, job postings etc. Member lounges at events. Member-only meet-ups. Mentorship opportunities.

18. Membership Benefits: Ideas for Affiliates Perhaps the most important benefit: intangible value of being represented!!! Public policy and advocacy efforts at state and local levels Get-out-the-vote efforts, meet the candidate events Coordinating with NAEYC to ensure voices are heard! What has worked for you? Let’s talk during the Q&A!

19. Member Recruitment: Back-to-School Campaign Student members represent the lowest percentage of NAEYC members and have the lowest retention rate. This campaign is designed to improve those numbers and bolster overall membership in the 12 months between launch and September 2017. More New Members. Low numbers represent an opportunity to recruit student members that may be unfamiliar with NAEYC. Increased Retention. Student members who join this fall will be well-positioned to take advantage of new, lower price point in 2017. This gives us an opportunity to increase retention among this group and keep them in the fold for a longer period of time.

20. Back-to-School Campaign: Student Member Recruitment Goals

21. Back-to-School Campaign: Campaign Strategy Branded look and feel, reflecting broad diversity of students. Email Marketing o Targeted list rentals o Other lists (ECADA, lapsed members etc.) Social media Incentives (e.g. $10 Amazon gift card) Engage with YPAC

22. Back-to-School Campaign: How you can help NAEYC will produce: o 1-2 campaign planning webinars to update Affiliates. o Campaign 101 document with messages, timelines etc. o Template print material o Template email language and graphics

23. Back-to-School Campaign: How you can help Outreach to local colleges and universities. University recruitment events at campus fairs, back-to-school meetings etc. Localized, customized marketing materials to state/local student populations.

24. Discussion We want to hear from you! Please keep questions succinct to ensure we hear from as many of you as possible. Share additional thoughts by emailing membership2017@naeyc.org. membership2017@naeyc.org