1. Members….. Getting Them and Keeping Them
Good Morning! I hope you had as much fun as I did at the Rodeo Tour and Dinner last night.
I am one of the alliance partners that your fantastic Executive Director has developed as a way to further help your association and YOU be successful. I sincerely believe that the work NAWIC does for women and the construction industry will soon be vital to a fast approaching crisis of a labor shortage in our country. Women have never had the opportunities they will soon have and NAWIC is positioned to make it happen.
So..what does membership have to do with it? Actually everything. I look at each of you as disciples within the profession and the more of you who can come together, united and focused on improving the woman’s role in construction, the faster this will happen. I’m going to share with you a few how too’s. I’m an architectural engineer who has been in this industry for over 25 years and ALL of those involved with several professional societies and associations. I’ve been where you are, and I’ve tried many things to get new members for each of these and then…how to keep them. My personal believe after all of these years is that if you focus on providing “real value” for your current members, they will tell others by word of mouth, and the you’ll grow and get stronger. So, let’s start. I will be breaking this discussion into three parts: What YOU have got to do first, What members want, and what you need to do to get them and keep them.
                                                          

2. 6 Domains of Membership Marketing1.
Marketing
Research 6.
Info,
Resource, &
Organ.
Mgmt. 2.
Marketing
Plan 5.
Promo.
Activity 3.
Client &
Business
Develop. 4.
SOQs/
Proposals

3. Marketing Research Newsgroups / List serves / Blogs
General media (Crayola.net)
Industry publications (McGraw Hill Regional Publications)
Associations
Newsgroups and List serves are a great way to su 1

4. The Power of SMPS 5,400 members 52 chapters List serve
Online member directory
Attend other chapter meetings 1

5. Competitive Intelligence1

6. Membership Marketing Plan
Membership Marketing Culture
Everybody’s job
Information gathering
Elevator speech
Idea generation 2

7. Two Rules of Marketing Membership
To Survive and Grow, associations must effectively market themselves
Members are individuals who join for self-interest 2

8. Sources for Prospect Lists...
Past Members
Leads from Current Members
Purchased Mailing Lists
Directories, lists from related associations
Joint Programs bring in new Prospects 3

9. NAWIC Member & Business Development
Prospecting
Warm Calls
Publish / Teach / Mentor
Awards Programs
Seminars
Field Trips 3

10. Define the Member Market Segments
Demographic – AGE, Race, income, education, experience
Psychographics – Attitudes, Interests, Opinions, Lifestyles
Status – nonmembers, ex-members, potential members, etc 4

11. Strategies to Meet Needs of Membership Segments
Tailor services to segment
Offer Pricing Alternatives
Offer alternative times and locations
Select varying media – print / fax / electronic
Prepare different messages for each 4

12. Sample Variables in Marketing Mix
Services
Price
Distribution
Promotion
Education
Discount new members
By itself
Direct Mail
Communications
Incentives for new member
By Chapter Leadership
Peer to Peer
Professional Development
Promotion for multi-dates
Private Educator
Advertising
Advocacy
Donation Support
By National Office and Chapter
Publicity PR 4

13. Promotional Activities
Advertising
Public Relations 5

14. E-Marketing Listserves E-Mail signature files E-Newsletters
E-Postcards 5

15. Promotional Activities
Advertising
Public Relations
E-Marketing
Membership Marketing Materials 5

16. Membership Marketing Materials
Electronic Brochures
Think “Shelf-Life”
Member/Prospect - Value Judgments start first contact
Branding – Who “is” NAWIC??? 5

17. Who are the Potential Members Out There?

18. Do the Math!!! Traditionalists - 34 million Baby Boomers - 77 million
Generation X million
Millennium Generation million

19. Generational Characteristics
Traditionalists
Baby Boomers
Generation X
Millennium Generation
Outlook:
Practical
Optimistic
Skeptical
Rosy
Work Ethic:
Dedicated
Driven
Balanced
Pressured
View of Authority
Respectful
Love/Hate
Unimpressed
Trusting
Leadership by:
Hierarchy
Consensus
Competence
Convention
Relationships:
Self-sacrifice
Personal Gratification
Reluctance to commit
Diverse teams

20. A Perfect Team Traditionalist Boomer Xer Millennium Generation
To mentor, advise, do traditional jobs
Boomer
To be in charge, to challenge, to push
Xer
To “wire” the group, to nay-say, to work independently
Millennium Generation
To join, to support, to work in teams

21. 13 Keys to Being a “Membership Marketer” Success
Determine your legacy
Train your successor
Be “on” whenever you’re in front of your members

22. 13 Keys to Being a “Membership Marketer” Success
Set the Example – by what you do
Help members reach their goals
Be the lead chapter cheerleader

23. 13 Keys to Being a “Membership Marketer” Success
Watch for cliques; balance involvement
Communicate
Make champions out of influencers

24. 13 Keys to Being a “Membership Marketer” Success
Always live up to your word
Insist on Board unity
Learn to work with all sorts of people
Be sure to
make time
for yourself

25. Who is Generation Me?

26. Generation Me Values Professional development
Contribution to the “greater” good
Feeling of belonging with “friends”

27. Getting Members Involved
Make life easy for members
Focus on the 3 important Values within NAWIC
Sell to the “Hot Buttons

28. Defining Generation Me
Stressed out
Time poor
Two incomes
Chaos at work and home
Relax, workout
& sleep are
important

29. Defining Generation Me
THE “VALUE” OF TIME will determine their involvement
AS a leader YOU
will set the PACE
for your Chapter!!

30. “What's in it for ME?” Statements
Features – Statement of facts
Benefits – Results
Solution – Bigger picture
MAKE IT Personal

31. Board Involvement Write monthly action lists
Create a phone tree to call members and prospects about meetings
Write
handwritten
notes

32. At Chapter Meetings Have a show & tell board with Testimonials
Make new members and prospects feel welcome
Add 3x5 cards on every table asking for new prospects
Develop Buddy Programs

33. At Chapter Meetings Have a show & tell board with Testimonials
Make new members and prospects feel welcome
Add 3x5 cards on every table asking for new prospects
Develop Buddy Programs
Several issues of the NAWIC Image Magazine

34. At Chapters New member orientations Personalized welcoming letter
Welcoming committee “meet and greet”
Focus Groups – new members, current members, old-time members
Quarterly communications – postcards, calls, notes, small gifts
Exit interviews if possible

35. Last, but not least… Have fun!!
National Association of Women in Construction