1. State Council Membership Director Meeting
Thursday, November 17, 1:30 p.m. – 2:45 p.m.

3. Expectations Understand your role
Leverage SHRM related resources including:
VLRC resources: tools, templates,
Quarterly membership report,
updates including the monthly SHRM Update
Membership CLA webinars
Your SHRM support team

4. Expectations
Provide leadership to chapter membership directors in all areas of membership responsibility
Encourage and promote SHRM membership within state (including conversion of chapter volunteers from LMO’s to SHRM members)
Report member acquisition and retention stats at state council meetings
Collect successful membership recruitment/retention initiatives to share with chapter membership directors

5. Your Role
At the state level provide leadership in achieving membership goals:
Develop membership strategy for state
Set goals for year
Design and implement membership marketing plan for state
Engage council in membership initiatives
Report member acquisition and retention statistics at state council meetings
State
Councils
Local
Chapters

6. Your Role
Provide leadership to chapter membership directors within state:
Provide guidance in development and implementation of chapter membership marketing plans
Hold regularly scheduled meetings (virtual or in-person) with chapter membership directors
State Leadership Conference (if held)
Educate chapter membership directors on resources available from SHRM in support of their membership marketing plan
VLRC tools and templates
Quarterly membership report
Membership CLA webinars
SHRM s
State
Councils
Local
Chapters

7. Chapter Membership Director Role
Provide leadership in achieving membership goals of the chapter
Develop membership strategy
Set acquisition and retention goals for year
Design and implement membership marketing plan
Engage board in membership initiatives
Report member acquisition and retention statistics at board meetings
Ensure an accurate database of chapter members is maintained providing updates to SHRM when a SHRM member joins or leaves the chapter.  When requested by SHRM ensure a complete chapter roster is submitted for auditing within the requested timeframe.

8. SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Expectations
Have a solid understanding of role and importance to the chapter
Leverage SHRM related resources including VLRC tools, templates and quarterly membership report
Attend & participate in SHRM membership CLA webinars, state council membership meetings and your state’s Leadership Conference (if offered)

9. SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Partnership with SHRM
Work closely with state councils and chapters to assure a successful partnership
Assist chapters in measuring results of recruitment and retention efforts
Promote chapter membership to at-large members and SHRM membership to LMO’s
Provide resources to assist chapters and state councils in meeting goals

10. Our Purpose Today…
To present findings from the 2016 Membership Marketing Benchmarking Report and share trends, challenges, and opportunities in the association marketplace.

11. Research Goals Research Goals 828 unique associations participated
Gain an understanding…
Determine the challenges…
Identify potential solutions and best practices …

12. MEMBERSHIP CHANGE IN PAST YEAR
Individual 51%
Individual 54%
The largest IMOs and trade associations are more likely to report increases in membership over the past year.

13. CHANGE IN MEMBERSHIP ACQUISITION THIS YEAR
Individual
55%

14. MEMBERSHIP RENEWAL RATES
OVERALL
FIRST YEAR

15. CHANGE IN MEMBERSHIP OVER THE PAST FIVE YEARS
Individual 54%

16. INDIVIDUAL MEMBERSHIP CENTERS IN 40’S AND 50’S
AVERAGE AGE OF MEMBERS
Total
(n = 807)
Individual
(n =387)
Trade
(n = 197)
18-24
<1% -
25-34 1%
35-44
17%
16%
13%
45-54
57%
59%
55-64
23%
21%
28%
65-74 2% 4%
75 and older
Age 45-54:
57%

17. SOCIAL MEDIA USED BY ASSOCIATIONS
Total
(n = 752)
Individual
(n = 354)
Trade
(n = 196)
Facebook
91%
93%
85%
Twitter
87%
83%
LinkedIn (Public)
63%
60%
70%
YouTube
56%
57%
54%
LinkedIn (Association Members Only)
36%
33%
40%
Association Blog
23%
24%
18%
Instagram
22%
26%
Private Association Social Network
14% 7%
Pinterest
17% 8%
Association Listserv
13%
15%
10%

18. ASSOCIATIONS’ TOP GOALS
ASSOCIATIONS’ TOP GOALS (PICK THREE)
ASSOCIATIONS’ TOP GOALS
Total
(n = 734)
Individual
(n = 344)
Trade
(n = 192)
Increasing member engagement
47%
44%
53%
Increasing membership retention
52%
39%
Increasing membership acquisition
45%
46%

19. What are the top goals of Chapters in your state?

20. TOP THREE BIGGEST INTERNAL CHALLENGES TO GROWING MEMBERSHIP
Total
(n = 728)
Individual
(n = 342)
Trade
(n = 190)
Difficulty in communicating value or benefits
31%
30%
Insufficient staff
29%
26%
34%
Membership too diverse; difficulty meeting needs of different segments
24%
Difficulty in proving ROI
23%
17%
35%
Difficulty identifying/contacting prospects
21%
Difficulty attracting and/or maintaining younger members
19% 8%

21. What are the top INTERNAL challenges Chapters in your state face in achieving these goals?

22. TOP TWO BIGGEST EXTERNAL CHALLENGES TO GROWING MEMBERSHIP
Total
(n = 723)
Individual
(n = 339)
Trade
(n = 189)
Combination (n = 182)
Competitive association(s) or sources of information
34%
40%
30%
29%
Economy/cost of membership
31%
28%
37%
Perception of the association and/or its culture (i.e., old boy’s network, not specialized enough, etc.)
26%
27%
Lack of brand awareness
24%
19%
32%

23. What are the top EXTERNAL challenges Chapters in your state face in achieving these goals?

24. Top Reasons Members Join
Total
(n = 811)
Individual
(n =384)
Trade
(n = 204)
Combination (n = 209)
Networking with others in the field
55%
53%
59%
56%
Learning best practices in their profession
25%
24%
28%
Continuing education
33%
15%
23%
Access to specialized and/or current information
21%
32%
20%
Advocacy
34%
16%

25. TOP REASONS FOR NOT RENEWING MEMBERSHIP
Total
(n = 748)
Individual
(n = 352)
Trade
(n = 194)
Lack of engagement with the organization
33%
28%
40%
Left the field, industry, or profession
30%
37%
17%
Could not justify membership costs with any significant ROI
29%
26%
43%
Budget cuts/economic hardship of company
50%
Employer won’t pay or stopped paying dues
34% 4%
Lack of value
21%
19%
20%
Forgot to renew
24%
11%
Too expensive
18%
22%
16%
Retirement 6%
Company closed or merged
14% 1%
39%

26. HOW HAS MEMBER ENGAGEMENT AND PARTICIPATION CHANGED?

27. PRACTICALLY APPLYING MEMBERSHIP DATA
The Membership Lifecycle
Awareness
Recruitment
Engagement
Renewal
Reinstatement

28. For More Information Contact: Tony Rossell Senior Vice President Tony@MarketingGeneral.com

29. SHRM Support

30. Templates/Tools/Resources for Chapters
Basic marketing plan
Acquisition Templates
Renewal Templates
Win-back calling scripts
Sample copy
100 marketing hints books
MGI 2016 Membership Marketing Benchmarking Report

31. Prospective member inquiries sent to chapter president and CMP

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

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

34. Your friends are our friends. Everybody wins.
Refer a Friend
Spread the word and
your friend will receive
$15 off with promoFRIEND16 when they join.
$15 + $20
We’ll also give you a $20 Amazon gift card as a thanks for
spreading the love.
Your friends are our friends. Everybody wins.
shrm.org/refer
But hurry, this offer expires December 15, 2016.

35. Plan to Join: Membership Meetings: Friday 10:15 – 11:45 Congress
Workshop Format – Tackling Membership Challenges
Saturday 10:30 – 11:45 Monument
Challenges/Successful Practice Sharing

36. Plan to Join: Membership Sessions Friday @ 2:00
The Laws of Membership Attraction – Independence Salon H
Fire Up Your Membership Marketing Plan - Archives
3:45
Measuring Membership Success – Independence Salon FG
The Laws of Membership Attraction (repeat) - Archives

37. Plan to Join: Membership Sessions Saturday @ 9:00
Fire Up Your Membership Marketing Plan – Independence Salon G (repeat)
Measuring Membership Success – Independence Salon H (repeat)

38. THANK YOU!