1. State Council Membership Director Meeting
SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, | WASHINGTON, DC
WEBCAST – MARCH 20, 2015
Jason Gudenius
Senior Account Director, MGI
Chantal Rotondo
Manager, Membership Acquisition Marketing
State Council Membership Director Meeting

2. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015
Goal and Expectations
State Council Membership Directors
Provide leadership to chapter membership directors in all areas of membership responsibility
Assure that chapter membership directors have access to best available resources for member recruitment and retention
Track and report to state council statewide and chapter member retention rates.
Collect successful membership recruitment/retention initiatives to share with chapter membership directors
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

3. Better (and Happier) Together
Chapter Renewal Rate
Chapter only renewal rate 59.06%
SHRM & chapter %
SHRM overall Renewal Rate – about 80%
In-chapter member %
At-large member 66.73%
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

4. Holders of Plans, Collectors of Stories
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

5. Foundations of Membership Marketing
Frequency
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

6. Foundations of Membership Marketing
Using Multiple Channels
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

7. Foundations of Membership Marketing
A Direct Ask with incentive
(call to action)
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

8. Foundations of Membership Marketing
Regular communication of value (engagement communication and activities)
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

9. Foundations of Membership Marketing
Multiple contacts in the renewal series
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

10. Foundations of Membership Marketing
Testing & Tracking What works best
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

11. Foundations of Membership Marketing
Have a Budget - Members are an Investment!
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

12. The Economics of Membership
Response Rate
Cost to Obtain a Member
Renewal Rate
Average Tenure
Lifetime Value
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

13. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015
Response Rate
Measures the number of prospects who responded to a marketing effort.
Response Rate = Total number of responses / Total number of prospects contacted X 100.
5 responses to 500 people contacted = 1%
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

14. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015
Cost to Obtain a Member
Package A cost = $.85 X 15,000 = $12,750
Package A new members = 90
Package A Cost to Obtain a Member = $141.67
Package B cost = $.85 X 15,000 = $12,750
Package B new members = 115
Package B Cost to Obtain a Member = $110.87 A B
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

15. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015
Renewal Rate
Renewal Rate = (# of members today – new members over the past 12 months) / # of members 1 year ago today. Ex. We have 1,000 members today new members came in over the past 12 months. One year ago today we had 900 members. What is our renewal rate:
(1, )/900 = 720/900 = 80%
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

16. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015
Average Tenure
Avg. Tenure defines how long on average members stay with an association. We need to know our renewal rate to find this.
Average Tenure = 1/lapse rate (opposite of our renewal rate)
If we have a renewal rate of 80% how long on average do members stay with our organization? Average Tenure = 1 / ( ) = 1 / .2 = 5 years
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

17. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015
Lifetime Value (LTV)
Using our average tenure, we can understand the economic value of a member over time. 1. Lifetime Value = (Average annual dues revenue + average annual non-dues revenue per member) * Average Tenure 2. With annual dues of $100 and average annual non-dues of $50 what is the lifetime value of our members? 3. Lifetime Value = ($100 + $50) * 5 = $150 * 5 = $750
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

18. Templates, Tools, and Resources for Chapters
Basic marketing plan
Acquisition Templates
Renewal Templates
Win-back calling scripts
Sample copy
100 marketing hints books
MGI 2015 Membership Marketing Benchmarking Report
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

19. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015
Resources on the VLRC
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

20. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015
Member Get a Member
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

21. Customizable SHRM & Chapter Brochure
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

22. Customizable SHRM & Chapter Brochure
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

23. Sample Acquisition Templates
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

24. Sample Renewal Templates
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

25. Communication Channel
Sample Renewal Tools
Renewal Effort
Communication Channel
Date 1
120 days before expire 2
Direct Mail
90 days before expire 3
60 days before expire 4
45 days before expire 5
30 days before expire 6
Day before expire 7
Telephone Call
Day of expire 8
15 days after expire 9
60 days after expire 10
Exit Survey
75 days after expire
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

26. Why Join a Chapter Video
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

27. What other samples or tools would be helpful?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

28. What are your Biggest Challenges?
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

29. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015
Challenges
help provide a clear message for local membership directors ( onboarding, marketing templates)
how to tap into untapped markets large members, those who are not in immediate chapter location)
how to create a member dashboard/show member metrics
how to spread membership responsibilities
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

30. 2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015
Challenges
provide a distribution list for directors members to connect
how to engage millennials/ provide stats
how to large without feeling like we are pushing/ forcing them to feel like they have to join a chapter
2015 SHRM VOLUNTEER LEADERS’ SUMMIT ©SHRM 2015

31. THANKS!