1. Objectives:
Discover how to use a Member Profile Matrix to offer benefits that appeal to different types of members
Explore the Top FAQs About Tiered Models and best practices
Explore the 6 Steps to develop a unique model for your Chamber

2. Cathi Hight, The Retention Specialist
President of Hight Performance Group
The nation’s member retention specialist
Developer of the Member Retention Kit and the soon to be released A New Approach to Tiered Membership
National instructor for the U.S. Chamber’s Institute for Organization Management
Previously was Vice President of Operations for the Chamber of Commerce of Hawaii
Serves on the Member Relations Council for the Austin Chamber
Is a member of the:
Association of Chamber of Commerce Executives
American Society of Association Executives
© 2016 Hight Performance Group, Inc.
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3. membership model trends
Driving forces create the need for change
membership model trends
© 2016 Hight Performance Group, Inc.
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4. A New Approach to Tiered Membership
The Traditional Fair Share Model
Advantages:
Similar types of members are assessed dues based on the same formula
Larger member accounts pay about 80% of the dues
Members buy everything, even if they won’t use or value it
Disadvantages:
Data needs to be updated each year prior to dues assessments
Members who don’t want to pay more lie about their current status
Members feel they are penalized for growth
Members may not realize the value of their membership
Long-time model focused on member accounts paying their “fair share” to support the association
Dues are assessed by:
Number of FTE
Number of seats (restaurant)
Number of beds (nursing homes)
Number of pillows (hotels, time share condos)
Number of locations (franchises, multiple operations)
Annual revenue
© 2016 Hight Performance Group, Inc.
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5. A New Approach to Tiered Membership
Membership Model Trends
Customized
Members custom-build their membership packages to suite their interests and needs (base membership + add-ons)
Pros: Members analyze how they want to use their membership, which leads to higher engagement
Cons: Members may not value the add-ons or use them
Electronic (virtual)
Membership restricted to web-based resources and programming
Pros: New streams of revenue are added without incurring expenses (e.g., printing)
Cons: Memberships provide limited access so they generate less revenue
International
Membership is accessible worldwide
Pros: Membership expands into new markets
Cons: Benefits may need to be developed and engagement be more difficult
Multitier
Menu of membership options based on interests, professional designation, budget
Pros: Members like being able to choose which options best suit their needs
Cons: Requires the ability to manage multiple benefits for multiple audiences
Open (freemium)
Membership does not require the payment of dues
Pros: Leads to substantial membership growth (more people in the playground)
Cons: People may perceive less value because there’s no cost to join
© 2016 Hight Performance Group, Inc.
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6. The ‘Tiered-Dues’ Model A New Approach to Tiered Membership
Many associations use a tiered-dues model that is actually based on fair share
The true tiered-dues model allows members to choose a level based on specific benefits for a set investment
Some associations offer different level packages based on specific member categories
Advertisement and sponsorship may be separate
Benefits may include access to events, programs, publications, and/or special services
Advantages:
Member-centric model that offers choices to members
Overall membership dues revenue increases over time
Staff can put away the calculators
Disadvantages:
Some members may choose to invest at a lower level (most do not)
Some members are reluctant to change and may terminate (if lowest level is higher than what they paid before)
Requires time and communication to transition from fair share model
© 2016 Hight Performance Group, Inc.
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7. A New Approach to Tiered Membership
Chambers Revenue
Thirty years ago, dues revenue accounted for about 70% of all revenue for chambers
Chambers reduced dependency on membership dues
More than 50% of revenue is from non-dues (advertising, sponsorship, events, education, travel, leadership trips, affinity, grants, contracts)
© 2016 Hight Performance Group, Inc.
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8. A New Approach to Tiered Membership

9. Using the Member Profile Matrix to understand different types
Value is in the eyes of the customers
Using the Member Profile Matrix to understand different types
© 2016 Hight Performance Group, Inc.
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10. Business Interests and Needs
Support a thriving local and national economy
Education, transportation, talent attraction, job creation
Promote the region and members
Influence a business-friendly environment
Develop relationships with policy and regulatory decision-makers
Create a positive sentiment toward business/industry
Develop a skilled and adaptive workforce
Skills development on current and emerging needs
Leadership development for younger talent and succession plans
Provide support to growing enterprises
Local and global visibility, advertising and marketing opportunities
Cost savings, experts and mentors, and strategic connections
Create opportunities to build a local or regional network
Networking and events at no or low cost to connect with others
Welcome newcomers and start up businesses seeking connections
© 2016 Hight Performance Group, Inc.
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11. Member Profile Matrix—the Framework
Get Something Done Through You
Community Investors
Mission funders
Long-term vision, strategic direction
Business-friendly environment
Support sustainability for all
Do the right thing (civic-minded)
Community Builders
Sustainable, thriving economy
Seen as a leader, strong brand
Execute on corporate initiatives
Workforce/leadership development
Business Investors
Lower operational costs, regulations
Advertising and marketing to drive traffic and sales w/out involvement
Attract and retain skilled staff
Access to experts, best practices
Business Builder
Just-in-time needs (leads = sales)
Immediate ROI w/limited investment
Exposure, connections with others
Personal visibility, I = brand
Low cost opportunities
I N V O L V E D
I N V E S T E D
Get Something for Their Business
© 2016 Hight Performance Group, Inc.
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12. Approaches to Tiered membership models
Moving from the Traditional to a Targeted Approach
Approaches to Tiered membership models
© 2016 Hight Performance Group, Inc.
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13. The Traditional Tiered Model
Base +++
Base ++
Base +
Base Benefits
© 2016 Hight Performance Group, Inc.
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14. Sample Base-Plus Tiered Model
© 2016 Hight Performance Group, Inc.
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15. Targeted Benefits Approach
Core base of benefits are offered to all members
Each tier targets a specific type of member
Tiers may have more than one level
Benefits are based on values, interests and/or needs of the type of member
Pricing is based on value (perception/ reality)
Requires staff to be member-centric
© 2016 Hight Performance Group, Inc.
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16. Targeted Benefits for Each Category
Get Something Done Through You
Community Investors
Annual Meeting, signature events
Economic Updates
State of the Chamber, City, County
Access to policymakers
Scholarships
Education initiatives
Community Builders
Access to policymakers, other leaders
Opportunities to promote company, “tell their story”
Leadership Roundtables (peers, staff)
Volunteer opportunities for staff
Business Investors
Enhanced visibility
JIT educational opportunities
Access to experts, strategic introductions, capital
Industry or SIG roundtables, peer- to-peer opportunities
Business Builders
Free or low-cost marketing, visibility
Business referrals and leads
Opportunities to connect with others
Volunteer opportunities
Start-up assistance
I N V O L V E D
I N V E S T E D
Get Something for Their Business
© 2016 Hight Performance Group, Inc.
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17. A New Approach to Tiered Membership
The Ideal Tiered Model Offers the
Right Benefits for the Audience
Different types of members join and renew to engage with the Chamber and its community
Understand the values and interests of different types of members
Offer different types of engagement and benefits that resonate with each type of member (not necessarily the base, base +, base ++, base +++)
Repurpose your current benefits to match interests
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18. Chambers using the new Approach to tiered benefits
Samples from our clients
Chambers using the new Approach to tiered benefits
© 2016 Hight Performance Group, Inc.
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19. A New Approach to Tiered Membership
© 2016 Hight Performance Group, Inc.
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20. A New Approach to Tiered Membership
© 2016 Hight Performance Group, Inc.
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21. A New Approach to Tiered Membership
© 2016 Hight Performance Group, Inc.
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22. A New Approach to Tiered Membership
© 2016 Hight Performance Group, Inc.
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23. One Size Does Not Fit All
It starts with the Messaging
Explain the different levels
Show that you understand the interests and values of each segment
Let them know there are benefits catered to each level of membership
“Strive not to be a success, but rather to be of value.” Albert Einstein
© 2016 Hight Performance Group, Inc.
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24. The step-by-step process to Develop a Unique Model for You
Change is a thoughtful process
The step-by-step process to Develop a Unique Model for You
© 2016 Hight Performance Group, Inc.
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25. Step 1: Review the “As Is” Model
Membership Demographics
Identify Revenue Distribution
How many members pay what amounts (dues/non-dues
Current Benefits Inventory
List all benefits (program, services, products, etc.)
© 2016 Hight Performance Group, Inc.
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26. Step 2: Use the Matrix to Understand Different Interests
Create a task force that represents the Member Profile Matrix
Consider current challenges the Chamber faces
Retention
Engagement
Revenue
Explore how you currently serve each type of member
Programs, benefits
Identify which current benefits are of value for each member type
Some are great for all
Some are best for specific members only
© 2016 Hight Performance Group, Inc.
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27. Step 3: Consider How to Give Members More of What They Want
Gaps for each segment
Which needs and interests are you not addressing?
What needs are not being addressed through others?
Ideas for new benefits for segments
What can you offer Business Builders to help them connect?
What can you offer Business Investors to help them grow?
What can you offer to Community Builders to help them achieve their corporate initiatives or be seen as leaders?
What can you offer to Community Investors who support long-term community needs and your mission?
Feedback from stakeholders
Learn from representatives from each segment
Surveys, polls, interviews, focus groups
© 2016 Hight Performance Group, Inc.
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28. Step 4: Enhance Model and Benefits
Determine which model is best for you
Select existing benefits to offer all members
Identify benefits to offer to targeted audiences
Evaluate pricing levels for tiered packages
Base +++
Base ++
Base +
Base Benefits
© 2016 Hight Performance Group, Inc.
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29. Step 5: Finalize Model and Benefits
Incorporate feedback from members and prospects
Refine levels and benefits
Determine pricing levels
Consider different financial projection scenarios
Share final version with the Board of Directors
© 2016 Hight Performance Group, Inc.
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30. Step 6: Develop an Implementation Plan
Discuss roll-out challenges
Develop implementation strategies
Decide on roles, responsibilities, actions and timelines
Design the marketing version of the model
Update the web site
Train staff and volunteers
© 2016 Hight Performance Group, Inc.
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31. The Program Gives You Everything You Need for Success
A New Approach to Tiered Membership book
Private Facebook Community creates a peer-learning environment with other chamber professionals
Ask questions and respond to others’ requests
Library of tiered models designed by chamber pros
3 webinars for “deep-dives” of the chapters and to discuss how to apply the various concepts
Optional one-on-one consultations to discuss ideas and challenges, and develop your new membership model
© 2016 Hight Performance Group, Inc.
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32. Let Us Know How We Can Help
Learn more at:
Contact us at (512) or at
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