1. SHRM VOLUNTEER LEADERS’ SUMMIT 2015 NOVEMBER 19-21, 2015 | WASHINGTON, DC
“Stick With Me”
WEBCAST – MARCH 20, 2015
Phyllis Shurn-Hannah, SHRM-SCP, NE Region Field Services Director
Rick Whelan, MGI, President
Melissa Foldvary, SHRM Manager, Marketing Communications
Anne Carman, SHRM Manager, Membership Retention
PHYLLIS

2. March 2015 MEMBER BENEFITS WEBCAST ©SHRM 2015
Welcome & Introductions
#SHRMLEAD
PHYLLIS
Welcome to the session “Stick With Me”. We are encouraging everyone to attend the session you signed up for. My name is Phyllis Shurn-Hannah and I am the Northeast Field services director and I support the states of NJ, PA, DE, MD, DC, VA, and WV. Also in the room is Crystal Adair, who is the Member Engagement Administrator and she supports all of the Eastern states and others – too many to count. Melissa Foldvary, Manager, Marketing Communications and Anne Carman, Manager, Membership Retention both who are SHRM Staff members so they really want to hear from you so they can identify other tools you may need to be successful in your volunteer roles. Rick Whelan the president of MGI will also be sharing information. MGI is the marketing organization SHRM uses to help with our marketing efforts and they also have other non-profits membership organizations so we have the experts with us today.
We would like to remind everyone to silence their cell phones but as you can see we do want you to tweet while here using the hashtag shrmlead.
If you are certified, you also have the opportunity to sit thru the SHRM Certification Tutorial. If you are scheduled to do that during a session, feel free to leave and come back when you are done.
We know you have taken time away from your “Paying job’ and that there may be issues you need to handle while you are here. Please put you phone on silent and if you do need to handle something, please step out.
This summit is “Green” so all resources were made available to you prior to the Summit. There will be resources posted to the VLRC after the summit. We encourage you to take your own notes and jot down ideas and successful practices in addition to the activities you’ll work on during the sessions. After the summit a pdf version of the slides will be available on the VLRC.
We do have a parking lot to capture any items that we don’t have immediate answers and we will get back to you later. There are also sticky notes to use if you have questions and you can post those questions on the parking lot at any time.
Before we get started we want to get an understanding of what your expectations are for attending this session, what do you want to get out of this and while you shout out your answers Crystal will capture your responses.
Thank you for your participation. It will help our presenters to try to cover all of your expectations. With that I will turn it over to Melissa.
March 2015 MEMBER BENEFITS WEBCAST ©SHRM 2015

3. Overview SHRM VOLUNTEER LEADERS’ SUMMIT | 2015 Branding
Value Proposition
Nationwide Association engagement
Member Engagement
Questions
MELISSA

4. Franchises/affiliates using the National Brand
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Franchises/affiliates using the National Brand
McDonalds
Would you be part of a great brand like McDonalds but not use the Golden Arches for your franchise?
Mary Kay
A good example of a brand that requires its representatives to maintain a strong brand identity through training and marketing materials.
Honda
Honda and other car dealers are independently owned but would not be able to make sales if they didn’t promote the quality of the brand, specs & features.
MELISSA

5. Leverage SHRM’s Brand Value
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Leverage SHRM’s Brand Value
Utilize the SHRM name to build credibility
Since 2014 SHRM has been investing heavily in a variety of communication channels to build awareness of SHRM’s role within the HR profession
We are targeting the business community and the C-suite to help increase awareness of SHRM making it easier for the HR professional to get the buy-in to obtain the resources they need
Use that national SHRM brand awareness to benefit your chapter by playing up the affiliation
MELISSA
Tell the Chapters that they can and should piggy back off the brand awareness work that SHRM has done and continues to do.
Targeting the business community to get buy in from the early stages
The more people see the ads (20+) had 19% more people had SHRM awareness.

6. SHRM’s Marketing Channels
Telephone
Search Engine Marketing (SEM)
Marketing Channels
Radio
Online Advertising
Direct Mail
MELISSA
We realize that not all chapters have the means and manpower to have a presence on this many marketing channels. The point of this slide is to convey that we are working hard to keep the SHRM brand strong. And as a chapter of SHRM, you automatically get to enjoy the fruits of labor that have gone into the development of the SHRM brand. This is something that has taken years and years to build. Like Rome, a solid brand was not built in a day.
Social Media
March 2015 MEMBER BENEFITS WEBCAST ©SHRM 2015

7. March 2015 MEMBER BENEFITS WEBCAST ©SHRM 2015
SHRM’s Brand Story
Attributes
Experience
Tone
Influential
Responsive
Informative
Thought Leader
Inclusive
Credible
Relevant
Engaging
Trusted Resource
Accessible
Approachable
Advocate
Professional
Knowledgeable
Serving the Professional
Welcoming
Familiar
Advancing the Profession
Personalized
MELISSA
SHRM has developed descriptors that are used in marketing messages to help tell the brand story.
Attributes – characteristics we want associated with SHRM…
Experience – SHRM brand experience defines our members’ interaction with our organization, its benefits, people and communications. When members interact with SHRM we want their experience to be… (NOTE: this is a definition of the overall experience, not just the programming)
Tone – we want SHRM’s voice to sound…
Question: are any of the chapters doing this already? Or are you doing something like this that maybe you didn’t realize how it could help define your chapter’s value?
March 2015 MEMBER BENEFITS WEBCAST ©SHRM 2015

8. Make the connection: Branding & Value
People become loyal to a brand when they see value in it
The higher the level of perceived brand value, the higher the level of brand loyalty
SHRM communicates its brand value in marketing and branding initiatives
MELISSA
March 2015 MEMBER BENEFITS WEBCAST ©SHRM 2015

9. What is your Chapter’s Value?
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
What is your Chapter’s Value?
…and how does this relate to engagement?
MELISSA
-Some of you may be asking, what does this have to do with me and my chapter?
-If you don’t know what your chapter’s value proposition is, it is very hard to communicate the right messages and deliver upon your promise in a way that ensures your members will keep coming back year after year. In other words – let’s talk about YOUR chapter value proposition

10. Building a Value Proposition
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Building a Value Proposition
Understand why they joined
Understand members’ interests
Understand behaviors
Understand members’ demographic profiles
Regularly communicate your value proposition to your members
MELISSA
Why – did they join to find a mentor? To network? To learn? To further their career?
Interests – do they tend to care more about recruiting, comp and benefits, HRIS?
Behaviors – do your members rarely come to in-person meetings? Do they spend time on your website and using your online materials?
Demographics – are you members female/male, Hispanic/African-American? Knowing your members allows you to form the right kind of communications that will speak directly to THEM

11. Relevance Value Proposition
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Relevance Value Proposition
The Networker
The Volunteer
The Information Seeker
Face to face events
Online community
Job opportunities
Articles/White Papers
Webcasts
Compliance Resources
Newsletters
Leadership opportunities
Opportunity to give back
Advocate on behalf of the profession
MELISSA
Mention that chapter members who aren’t coming to meetings, may just be information seekers, and that’s ok, but make sure they are getting value remotely so they renew.
Understand the different behaviors of younger members and older members. Do the younger members want to read s and interact remotely? Remember, these young professionals are the future of the profession and understanding how they engage with Chapters is the foundation of good succession planning.
SHRM has started sending newsletters after our big conferences- is that something you can do to share content with people who couldn’t attend? Or perhaps a recap of the ideas shared at each meeting? Showing what people missed is a great way to communicate value.

12. A Value Proposition Exercise
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
A Value Proposition Exercise
What is your chapter’s value?
How do you find out what is valuable to your members?
REFERENCE: VALUE PROP HANDOUT
MELISSA TURNING IT OVER TO RICK
Pass out handouts 1) blank and 2) filled out

13. Value Proposition Exercise
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Value Proposition Exercise
Features: The Things You Have
RICK

14. Value Proposition Exercise
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Value Proposition Exercise
FEATURE
Continuing Education Programs
Certification Prep Programs
Members-Only Discounts
Newsletter or eNewsletters
Monthly Magazine/Journal
Webinars
Face-to-face lunches/dinners/meetings
RICK

15. Value Proposition Exercise
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Value Proposition Exercise
Benefits: What people gain from the Feature
RICK

16. Value Proposition Exercise
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Value Proposition Exercise
FEATURE
BENEFITS
Continuing Education Programs
Keeps you knowledgeable and relevant as a professional
Certification Programs
Validates your capabilities
Members-Only Discounts
Saves you $$$$$$$
Newsletter or eNewsletters
Easy access to timely information
Monthly Magazine/Journal
Covers the hottest topics and trends around <your profession> in your area
Webinars
Convenient learning at your fingertips
Face-to-face lunches/dinners/meetings
Networking with other professionals like you to discuss and solve common problems
RICK

17. Value Proposition Exercise
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Value Proposition Exercise
Avoidance: What People Don’t Want to Experience
RICK

18. Value Proposition Exercise
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Value Proposition Exercise
FEATURE
BENEFITS
AVOIDANCE
Continuing Education Programs
Keeps you knowledgeable and relevant as a professional
Missing out on essential knowledge for professionals
Certification Programs
Validates your capabilities
Getting passed over for a higher position
Members-Only Discounts
Saves you $$$$$$$
Paying too much somewhere else!
Newsletter or eNewsletters
Easy access to timely information
Wasting time searching for critical information
Monthly Magazine/Journal
Covers the hottest topics and trends around <your profession> in your area
Not being on top of major employer concerns
Webinars
Convenient learning at your fingertips
Costs of travel, room and board for educational needs
Face-to-face lunches/dinners/meetings
Networking with other professionals like you to discuss and solve common problems
Working in isolation on key issues that would benefit from multiple viewpoints
RICK

19. Value Proposition Exercise
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Value Proposition Exercise
Emotional Drivers: Speaking to Aspirations
RICK

20. Value Proposition Exercise
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Value Proposition Exercise
FEATURE
BENEFITS
AVOIDANCE
EMOTIONAL DRIVERS
Continuing Education Programs
Keeps you knowledgeable and relevant as a professional
Missing out on essential knowledge for professionals
Gain confidence in your abilities
Certification Programs
Validates your capabilities
Getting passed over for a higher position
Become an authority in your field
Members-Only Discounts
Saves you $$$$$$$
Paying too much somewhere else!
Good steward of organization money
Newsletter or eNewsletters
Ongoing access to timely information
Wasting time searching for critical information
Allows you to spend more time on the things that really matter
RICK

21. Make the connection: Value & Engagement
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Make the connection: Value & Engagement
You should consider your communications with your members a continued conversation.
SHRM’s Messaging Tactics
Save time - proven toolkits and templates in one place online or a phone call away
Learn and share best practices - leverage learning's from experienced advisors to raise your HR department effectiveness and visibility
Validate decisions - lower risk and ease the change management process by accessing others’ experiences
Save your organization money - easily achieve return on value with knowledge and tools applied
Create or enhance HR’s strategic value in your organization - deepen your skills to provide leadership and expertise to existing and anticipated business needs
Stay compliant - regularly reference federal, state and local legal resource pages
MELISSA
As you are continually communicating to your members, here are examples of the types of messages that you can say. The more the member is reminded of the value of chapter membership, the more they will engage. You need to continually refresh your conversation with them to keep this top of mind.
To use an analogy, the more a customer is reminded (via TV, , storefront displays, print ads) that Coke is a refreshing beverage, the more they will want to buy it.
Here are SHRM’s messaging tactics. We continually show that this is the value of a SHRM membership. We are continually reinforcing what we are delivering.

22. Nationwide Engagement
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Nationwide Engagement
Practices Correlating with 80% or Better Renewal Rates
PERSONAL COMMUNICATION WORKS - Few associations are using the “volunteer or staff welcome calls” or “mailed welcome kits”
LISTEN TO YOUR MEMBERS – Significantly more likely than those associations with a lower renewal rate to say they added member research.
START EARLY - Start Renewals 3+ Months Prior to Expiration
KEEP COMMUNICATING - Extend Renewal 3+ Months After Expiration
DIRECT MAIL WORKS - Significantly more likely than those with lower renewal rates to say direct mail is the most effective membership renewal channel (59% vs. 50%).
RICK
-Does anyone have experience doing any of these? Any lessons learned while implementing some?
Does the Board or other volunteers meet to see what actions can be taken?
How many chapters only send renewal reminders?

23. Nationwide Engagement
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Nationwide Engagement
Onboarding Methods
RICK
Anything other people do, especially at first meetings?
Assign new attendee/member to a Board member buddy
Assign new members volunteer role to keep them busy and engaged during first meeting (registration desk would allow them to meet people)
Introduce new members via member newsletter
Have new member luncheon or chapter intro session

24. Why does this matter for you?
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Why does this matter for you?
2015 MGI Benchmarking: Top Reasons for Not Renewing:
Lack of engagement with the organization (38%)
Unable to justify membership costs with any significant ROI (30%)
Budget cuts/economic hardship of the company (28%)
These aren’t about money, they are about value.
RICK
Engaging people who aren’t attending meetings:
- Personal from Chapter President or Membership Chair
- Call from Board member inviting them to next event
- Share content from a meeting since they weren’t able to attend
- Ask them if there are any special topics they might like to see at upcoming events or webcasts
- Consider hosting a networking event (even if casual meet-up) at a day or time different than normal chapter meetings

25. SHRM Marketing Engagement Strategy
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
SHRM Marketing Engagement Strategy
Retention – Engagement
Onboarding
State-specific messaging
Retention model
Engagement series
Knowledge Center specific messaging
Chapter specific messaging
Certified member specific messaging
Retention – Renewal
Mailed renewal series
Pre- and Post-Expire series
Telemarketing
Incentive-driven renewal promotions
Digital advertising – renewal reminders
ANNE
- This represents SHRM’s engagement marketing strategy from onboarding through renewal
We approach engagement marketing on multiple levels
- For instance, the ONBOARDING program – you want to make sure your new members have the information they need to make full use of their member benefits
- Want to make sure they feel noticed, so the gesture of welcoming personally is very important
- That’s our 1st-year members – a key segment of members that you know is at risk for that very important 1st renewal in 12 months
SHRM also pays close attention to the constantly-changing regulatory environment in CALIFORNIA and keeps members who have workforce or workplaces in that state informed of those changes as well as of relevant tools and resources
RETENTION MODEL – members are identified as At-Risk or Core Loyal and we tailor our marketing accordingly. How are you noting who is particularly engaged or at risk for lapsing?
- What to look for when measuring engagement:
Who comes to meetings
Who opens s
Who forwards s
Who responds to surveys
Pay special attention to first year members
ONGOING ENGAGEMENT series – because we know what our members are interested in through demographics as well as through their behaviors, we can tailor our regular engagement communications based on that segmentation
KEY DRIVERS for retention, like the KNOWLEDGE CENTER RESOURCES, have marketing plans built around consistent and refreshed communications to members to be sure they know about the benefits and use them
CHAPTER MEMBERSHIP – we want to make sure all of our members know about the benefits of being part of a local chapter because for some that is not obvious. Plus, chapter members renew their national SHRM membership at a much higher rate than at-large members. So win-win-win! For that reason there are a minimum of 8 different outreaches to at-large members over the course of the first year of membership. Other messaging is incorporated throughout marketing materials and benefits listings.
CERTIFIED MEMBERS – same thing, especially this year
- And then RENEWAL marketing – know what your members are interested in, what they have been engaging with throughout their membership cycle, and highlight that with timely and convenient renewal reminders
Mailed, Pre- and Post-Expire s, TM, Incentive and EOY, Digital

26. SHRM Engagement Strategy
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
SHRM Engagement Strategy
Onboarding series
ANNE
- Structured to welcome, orient and facilitate initial engagement with the most popular resources in a consistent, recognizable series. Important that this is more than just one letter. This is a relationship-build.
- Recognize that members are new and make a special effort to help everyone get acquainted. Say things out loud that you think are just common knowledge.
Do new members introduce themselves, talk about why they have joined and then been informed about or included in planning upcoming programs?

27. Additional SHRM Engagement Communications
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Additional SHRM Engagement Communications
Onboarding Pieces
Branded communications series
New Member Welcome kit
Pieces provide hard copy resource including web navigation diagram
ANNE
- Mailed welcome kit provides something tangible to help seal the connection for new members. Includes welcome letter from President/CEO as well as a sample web navigation sheet.
- Do you send out anything hard copy or provide something for new members? Can be scaled to smaller budgets – 1-pager

28. Make the connection: Value & Engagement
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Make the connection: Value & Engagement
You should consider your communications with your members a continued conversation.
SHRM’s Messaging Tactics
Save time - proven toolkits and templates in one place online or a phone call away
Learn and share best practices - leverage learning's from experienced advisors to raise your HR department effectiveness and visibility
Validate decisions - lower risk and ease the change management process by accessing others’ experiences
Save your organization money - easily achieve return on value with knowledge and tools applied
Create or enhance HR’s strategic value in your organization - deepen your skills to provide leadership and expertise to existing and anticipated business needs
Stay compliant - regularly reference federal, state and local legal resource pages
MELISSA
As you are continually communicating to your members, here are examples of the types of messages that you can say. The more the member is reminded of the value of chapter membership, the more they will engage. You need to continually refresh your conversation with them to keep this top of mind.
To use an analogy, the more a customer is reminded (via TV, , storefront displays, print ads) that Coke is a refreshing beverage, the more they will want to buy it.
Here are SHRM’s messaging tactics. We continually show that this is the value of a SHRM membership. We are continually reinforcing what we are delivering.

29. An Engagement Conversation
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
An Engagement Conversation
Take some time to think about your chapter members:
Do they prefer to engage virtually? In-Person?
What are some ways you would like to see your chapter members engage and interact with the chapter and chapter leaders?
How can you help facilitate that?
PHYLLIS

30. An Engagement Conversation
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
An Engagement Conversation
What to look for when measuring engagement:
Who comes to Meetings
Who opens s
Who forwards s
Who responds to surveys
Pay special attention to first year members
PHYLLIS

31. An Engagement Conversation
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
An Engagement Conversation
Engaging people who aren’t attending meetings
Personal from Chapter President or Membership Chair
Call from Board member inviting them to next event
Share content from a meeting since they weren’t able to attend
Ask them if there are any special topics they might like to see at upcoming events or webcasts
Consider hosting a network event (even if casual meet-up) at a day or time different than normal chapter meetings
PHYLLIS

32. SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
Tying it all together
Use the SHRM brand to build Chapter brand awareness
Take the time to build your Chapter value proposition
Continually communicate your Chapter value via , meeting remarks, advertising, promotional displays etc.
Identify how your members (from millennial to baby boomer) engage with your chapter
Keep up the great work!
PHYLLIS

33. THANKS! Phyllis.Shurn-Hannah@shrm.org Phone: 703.535.6293
SHRM VOLUNTEER LEADERS’ SUMMIT | 2015
THANKS!
Phone: