2. Central Topics Workshop Panel Introductions and Ground Rules
Central Topic / Item
Minutes
Workshop Panel Introductions and Ground Rules 5
Round Robin Introductions and Workshop Goals
What is a Membership Program 10
When Should you Start a Membership Program
Why Start a Membership Program
Who are your Members and Where do you find them?
Establishing a Membership Program
Maintaining a Membership Program
Summary and Sharing Ideas
Central Topic / Item and Minutes
Workshop Panel Introductions and Ground Rules - 5
Round Robin Introductions and Workshop Goals - 5
What is a Membership Program - 10
When Should you Start a Membership Program - 10
Why Start a Membership Program - 10
Who are your Members and Where do you find them? - 10
Establishing a Membership Program - 10
Maintaining a Membership Program - 10
Summary and Sharing Ideas - 5

3. Workshop Panel Experts
Shane E. Burkett | Director, Strategic Marketing, Agile Ticketing Solutions
Melinda Morgan | Operations Director, Belcourt Theatre
Richard Steward | CEO and Operation Director, Agile Ticketing Solutions
Guest Panelist | TBD
Shane E. Burkett | Director, Strategic Marketing, Agile Ticketing Solutions
Melinda| Executive Director, Belcourt Theatre
Richard Steward | CEO and Operation Director, Agile Ticketing Solutions
Guest Panelist | TBD

4. Workshop Ground Rules
Participate! This workshop is designed to be an idea sharing time.
Contribute! You probably know something we don’t, but how will we learn if you don’t share your idea or best practice?
Keep on Track! We’ve got a lot of ground to cover in 75 minutes.
Have Fun! The best way to retain knowledge is to have fun while learning.
Participate! This bears repeating!
Participate! This workshop is designed to be an idea sharing time.
Contribute! You probably know something we don’t, but how will we learn if you don’t share your idea or best practice?
Keep on Track! We’ve got a lot of ground to cover in 75 minutes.
Have Fun! The best way to retain knowledge is to have fun while learning.
Participate! This bears repeating!

5. Workshop Outline What is a Membership Program?
Why start a Membership Program?
When should you start a Membership Program?
Who are your Members and Where do you find them?
Establishing a Membership Program.
Maintaining your Membership Program.
Summary and Review.
What is a Membership Program?
Why start a Membership Program?
When should you start a Membership Program?
Who are your Members and Where do you find them?
Establishing a Membership Program.
Maintaining your Membership Program.
Summary and Review.

6. What is a Membership Program?
A membership program is one which asks people to contribute something - money, time, their presence, their names, and certain actions - to your organization, in return for which they become somehow affiliated with it for a set period of time -- usually a year.
A membership program is one which asks people to contribute something - money, time, their presence, their names,
and certain actions - to your organization, in return for which they become somehow affiliated with it for a set period of time -- usually a year.

7. Membership vs. Loyalty Program
Loyalty Program: A structured marketing effort that reward, and therefore encourage, loyal buying behavior…behavior that is typically beneficial to the organization.
Loyalty Program: A structured marketing effort that reward, and therefore encourage, loyal buying behavior…behavior that is typically beneficial to the organization.

8. Membership vs. Loyalty Program
Membership Program: The customer buys into the "mission" of the organization and is aptly '"rewarded" for this both by the organization as well as by his/her own good feelings of accomplishment. Membership uses the individuals need to be part of something bigger, to leave a legacy, to develop a loyalty that far surpasses anything a simple "loyalty program" can achieve.
Membership Program: The customer buys into the "mission" of the organization and is aptly '"rewarded" for this both by the organization as well as by his/her own good feelings of accomplishment.
Membership uses the individuals need to be part of something bigger, to leave a legacy, to develop a loyalty that far surpasses anything a simple "loyalty program" can achieve.

9. Consider This… What programs in your community have you joined?
Why did you join?
What benefits do you receive that bring value to your membership?
How often does the organization communicate with you?
What programs in your community have you joined?
Why did you join?
What benefits do you receive that bring value to your membership?
How often does the organization communicate with you?

10. Why start a Membership Program?
Building or Maintenance Fund
Venue Conversion (Film to Digital)
Team Building and Staffing
Community Engagement or “Buy-in”
Donor Discovery and Foundation Building
Building or Maintenance Fund
Venue Conversion (Film to Digital)
Team Building and Staffing
Community Engagement or “Buy-in”
Donor Discovery and Foundation Building

11. Compelling Arguments Membership Programs encourage Loyalty Patronage
Evangelism
Ownership
Dedication
Ambassadors
Animation: Members become
Board Members
Word of Mouth Advertisers
Large Donor Patrons
Service Providers

12. Did You Know?
25%
A properly managed Membership Program can contribute a whopping 25% to your venue’s operating budget!
A properly managed Membership Program can contribute a whopping 25% to your venue’s operating budget!

13. Does your organization need Members?
Could you use extra funding?
Could your venue’s image use a makeover?
Could you use some new fresh ideas?
If you answered “YES”, a Membership Program might be the way to do it! However, the program MUST be executed flawlessly to make an IMPACT.
Could you use extra funding?
Could your venue’s image use a makeover?
Could you use some new fresh ideas?
If you answered “YES”, a Membership Program might be the way to do it! However, the program MUST be executed flawlessly to make an IMPACT.

14. When should you start a Membership Program?
Don’t compete with large, community involved fund raisers.
Coincide with an important holiday or an event in your community.
Partner with similar organizations to discover new prospective members
Plan with your team in mind.
When do you really need the extra funding?
Don’t compete with large, community involved fund raisers.
Coincide with an important holiday or an event in your community.
Partner with similar organizations to discover new prospective members
Plan with your team in mind.
When do you really need the extra funding?

15. Who are your Members and Where do you find them?
Existing Customers and Patrons
Social Media platforms like Facebook and LinkedIn
Similar Community Organizations
Chamber of Commerce / Rotary / Exchange Clubs
Social Organizations
Film Festival Patrons
Faith-Based Organizations
Existing Customers and Patrons
Social Media platforms like Facebook and LinkedIn
Similar Community Organizations
Chamber of Commerce / Rotary / Exchange Clubs
Social Organizations
Film Festival Patrons
Faith-Based Organizations

16. Challenge: 20 Members in 20 Days
Plan to host a Venue Tour
Identify 20 People in Your Community
Personal connections
Local Celebrities and Business Owners
Current customers from the Customer Relationship Manager (CRM)
Commit to connecting with them in 7 days
Don’t pitch on the phone… (unless pressed to do so)
Invite your prospective members to the venue tour.
Send a reminder 5 days and then 2 days before your event
Pitch your Membership Program options in person
Plan to host a Venue Tour
Identify 20 People in Your Community
Personal connections
Local Celebrities and Business Owners
Current customers from the Customer Relationship Manager (CRM)
Commit to connecting with them in 7 days
Don’t pitch on the phone… (unless pressed to do so)
Invite your prospective members to the venue tour.
Send a reminder 5 days and then 2 days before your event
Pitch your Membership Program options in person

17. Establishing a Membership Program
Develop your top-tier Membership level first!
Create subsequent Membership levels with targeted demographics
For example: Student, Sustaining, Film-Lovers, etc…
Articulate your mission and goals clearly
Create packages that make sense for each demographic
Maintain records of each communication with prospects and new Members
Develop your top-tier Membership level first!
Create subsequent Membership levels with targeted demographics
For example: Student, Sustaining, Film-Lovers, etc…
Articulate your mission and goals clearly
Create packages that make sense for each demographic
Maintain records of each communication with prospects and new Members

18. Apply The K.I.S.S. Rule (Keep It So Simple)
Make it easy for new members to join
Web, Box Office, Social Media and on the Phone
Stay away from manual forms – enable electronic membership signup forms if possible
Each level should make sense, and easy to enjoy
Benefits should be easy to deploy
Track benefit usage
Sharpen membership levels each year to encourage upgrades
Work within your budget
Make it easy for new members to join
Web, Box Office, Social Media and on the Phone
Stay away from manual forms – enable electronic membership signup forms if possible
Each level should make sense, and easy to enjoy
Benefits should be easy to deploy
Track benefit usage
Sharpen membership levels each year to encourage upgrades
Work within your budget

19. Maintaining your Membership Program
Train your Box Office personnel on non-abrasive membership program solicitation
Keep careful records of patron’s spending behavior
Keep careful records of current members benefit usage
Keep connecting with prospective members through networking and hosting events
Ask for endorsements, consider developing an Electronic Press Kit (EPK)
Train your Box Office personnel on non-abrasive membership program solicitation
Keep careful records of patron’s spending behavior
Keep careful records of current members benefit usage
Keep connecting with prospective members through networking and hosting events
Ask for endorsements, consider developing an Electronic Press Kit (EPK)

20. Communicate! Use Email Marketing to stay in front of your members
Ask for referrals from board members and new members
Articulate how their membership dollars are being spent
Host a “Members-Recruiting-Members” Event
Use Marketing to stay in front of your members
Ask for referrals from board members and new members
Articulate how their membership dollars are being spent
Host a “Members-Recruiting-Members” Event

21. Summary and Review.
Is a Membership Program right for your organization
Understand the importance of timing
Understand how to develop a membership program
Manage Membership benefits, offerings and features
Understand how to attract new members
Understand the importance of maintaining careful records
Is a Membership Program right for your organization
Understand the importance of timing
Understand how to develop a membership program
Manage Membership benefits, offerings and features
Understand how to attract new members
Understand the importance of maintaining careful records

22. Thank You for Participating!
Questions
Thank You for Participating!
End Slide – Questions and Answers from the floor.