2. The Laws of Member Attraction
Laurie McIntosh, SHRM-SCP, CAE Director, Membership
SHRM
Scott Ferrin, SHRM-SCP, CAE Field Services Director SHRM
Chantal Rotondo
Manager, Acquisition Membership Marketing

3. Agenda
Introduction The Recruitment Cycle 8 Ideas to Boost Membership Great Examples New SHRM Resources Q&A and Closing

4. What’s Your Story?

6. Challenges to Membership Growth
2016 MGI Benchmarking Report

7. Challenges to Membership Growth
2016 MGI Benchmarking Report

8. Effective Recruitment Methods

9. Make it easy for prospects to join and members to renew
Awareness: Website
Make it easy for prospects to join and members to renew

10. Awareness: Sign Up Form
Ask to keep in touch and capture contact information

11. Recruitment:
Use a simple template. Don’t have a banner? Just use your logo.
Place your call to action on top. Tell them why you’re ing right away and create urgency.
Tell them what’s in it for them.
Repeat call to action.

12. Recruitment: E-mail Tips
Use a trustworthy & recognizable “from” name (e.g., your chapter name or volunteer’s name)
Keep subject line short, urgent and personalized (25 characters or less; include first name and/or deadline)
Take advantage of pre-header space
Send relevant content. Be short and concise.
Use ALT text for images
Use a clear call to action
Avoid SPAM triggers: Free, !!!, $, ALL CAPS
Simple layout: one-column design
The importance of testing

13. Recruitment: 2016 E-mail Metrics
Nonprofits Marketing Benchmarks
Open Rate
26.4%
Click-through Rate
5.3%
Unsubscribe Rate
0.052%
Source: Silverpop marketing metrics benchmark study

14. Recruitment: Direct Mail
Simple design using SHRM blues
Official-looking
Benefits in bullet points
Formal personalized invitation letter

15. Reinstatement: Give a Reason
Give your past members a reason to come back.
Use fresh messaging and highlight new benefits, incentives, and upcoming events.

16. Tracking

17. 8 Ideas to Boost Membership
Get in touch with lapsed members; offer them an incentive to come back and join the chapter
Offer incentives to prospects – books, mugs, free meal at next meeting, discount on membership, etc. (Discounts perform best for SHRM, but you should test!)
Promote a way to sign up for your e-newsletter or list on the front page of your website, then follow up with membership information and deals
Partner with other local associations for meetings and/or memberships: ATD, World at Work, Chamber of Commerce (HR 101 event with local Chambers has worked well for chapters!)

18. 8 Ideas to Boost Membership
Encourage current members to bring a colleague for free to the next meeting
List your upcoming events on a local newspaper/business website calendar
Reach out to local universities and create relationships with the HR professors, so they can help push membership to their students
Create an HR tipsheet for small businesses in your area; post it with an online form to collect contact info, and then have your members share through social media so you get leads that you can follow up on

19. BRING IT HOME
TAKE
ACTION
NOW!

20. Let’s hear from a few chapters.
Great Examples
Let’s hear from a few chapters.
ACTIVITY TIME

21. Great Examples
ACTIVITY TIME
Let’s give them a big
THANKS!

22. SHRM Supports Chapter Growth
Chapter Locator – leads are sent directly to your chapter president (and chapter management professional if you have one)
Better Together brochure – sent to at-large members; available at conferences; will be a co-branded version available in the SHRM Affiliate Printing Portal
SHRM Affiliate Printing Portal
Volunteer Leader Resource Center – VLRC
Marketing to at-large members through new member onboarding, Better Together brochure, New Member Orientation Webinar, SHRM.org and more

23. Chapter Locator

24. Better Together Brochure

25. SHRM Affiliate Printing Portal
Launches January 3
Offers
co-branded collateral – SHRM and your chapter
Brochure
Flyer
Post Card
Business Card
Promote membership and your events

26. SHRM Affiliate Printing Portal
Stop by the Membership booth for a demo and to see samples of the materials available when the Portal launches

27. VLRC Support
Leverage Membership Resources

28. Five Simple Suggestions
KISS
Invest in Your Chapter
Leverage SHRM Resources
Involve Your Members
Make it a Priority

29. SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Q&A

30. Your SHRM Support Membership CLA Liaisons:
Laurie McIntosh, SHRM-SCP, CAE, Director Membership
Phyllis Shurn-Hannah, SHRM-SCP, Field Services Director
Scott Ferrin, SHRM-SCP, CAE, Field Services Director
Your SHRM Field Services Director and Member Engagement Associate

31. Thank You!