2. Measuring Membership Success
Phyllis Shurn-Hannah, SHRM-SCP Field Services Director
SHRM
Jason Gudenius, CDM, CeM Senior Account Director Marketing General, Inc.

3. Panelists Rose Morales, SHRM-CP, PHR Vice President of Human Resources
GTA
Guam Chapter President
Faith Stipanovich, MS-HR, SHRM-SCP, SPHR
Sr. HR Business Partner
Matthews Cemetery Products
Pennsylvania State Council Director
Carol L. McDaniel Director, Talent Acquisition Johns Hopkins All Children's Hospital HR Florida State Council Director

4. “Everyone is not your customer.”
- Seth Godin
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

5. Defining Your Audience
Who are they? – Demographics - Titles - Experience - Age - Specialties - Certifications
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

6. Defining Your Audience
2. What are their most pressing needs and challenges? Specific work-related topics Work/life balance New challenging legislation
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

7. What is Your Value Proposition?
Value is a Perception
How to present value:
a. Make a list of the features you provide – Newsletters, lunches, meet-ups, etc.
b. Translate these into benefits people receive – Saves money, saves time, keeps company compliant, etc.
c. Understand how you help people avoid pain – job security, incorrect information, wasting too much time
d. Consider how the membership/program addresses emotional drivers – more time for family, establishes them as thought leader, makes them a better boss/colleague
Write to these elements for each audience
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

8. “The play was a great success, but the audience was a disaster.”
- Oscar Wilde
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

9. 2016 SHRM VOLUNTEER LEADERS’ SUMMIT
“If it moves it can be measured, and if it can be measured it can be changed.”
- Doug Pratt
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

10. Membership Reality Check
Who woke up today and said “I really need to join an association?”
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

11. Channel Metrics – E-mail
Open Rate – People who view the How to Impact: Subject lines, from lines
Click Rate – People who engage within the How to Impact: Links throughout, clear offer and call to action
Conversion Rate – People who take desired action How to Impact: Special offer, sense of urgency, quality/value of product or service, targeted lists
Benchmark against yourself to improve over time

12. Channel Metrics – Direct Mail
Response Rates – People who take desired action How to Impact: Special offer, sense of urgency, quality/value of product or service, targeted lists
Cost Per Conversion – Amount spent per response How to Impact: Testing of lists, design, and copy elements…optimizing over time
Benchmark against yourself to improve over time

13. Channel Metrics – Phone
Contact Rates – People spoken to per hour How to Impact: Maintaining accurate phone numbers, time of day called, quality of lists
Conversion Rates – People who take desired action How to Impact: Special offers for people who act while on the line, updated scripts based on feedback
Cost Per Conversion – Amount spent per response How to Impact: Optimizing the above to items over time should drive this amount down
Benchmark against yourself to improve over time

14. The Economics of Membership: Formulas
Response Rate = Total number of responses / Total number of prospects contacted X 100.
Cost to Obtain a Member = costs of acquisition / # of total members acquired.
Renewal Rate = (# of members today – new members over the past 12 months) / # of members 1 year ago today.
Average Tenure = 1 / lapse rate (i.e., if renewal = 80%, lapse = 20%)
Lifetime Value = (Avg. annual dues revenue + avg. annual non-dues revenue per member) * Avg. Tenure
Maximum Acquisition Cost = ((Avg. dues rev. + avg. non-dues rev.) – (Incremental annual servicing costs + avg. cost of goods sold)) * Avg. Tenure
Steady-State Analysis = Annual New Member Input / Lapse Rate
© 2016 Marketing General Incorporated. All rights reserved.

15. Measurement without Application is Useless
Gathering key information and data is the first step. The most important reason we gather information is to get smarter and apply key learnings to programs in the future in an ongoing optimization process.
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

16. Questions and Discussion
2016 SHRM VOLUNTEER LEADERS’ SUMMIT

17. Thank You!