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SHRM MN Leadership Conference Membership Summit January 2013 Joyce LeMay, SPHR Karen Gureghian, SPHR Note: Slides used with permission from SHRM originally shown at the National Leadership Membership summit November 2013 Presentation Title (24 point Arial; color = white)
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Agenda Trends in Membership Research Membership Lifecycle
Marketing Channels Member Prospects Marketing Plan Design Value Proposition Social media Member Engagement Member Renewal/Reinstatement Additional Resources
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Trends from the 2012 Membership Research
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MGI Membership Lifecycle
the five key membership life stages: Awareness Recruitment Engagement Renewal Reinstatement
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An Overview of Marketing Channels
Face-to-face Events Telephone Marketing Channels Search Engine Marketing Radio Online Advertising Direct Mail Social Media
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Prospect Sources SHRM’s at-large members • Your lapsed members
• Non-member attendees at your events • Member-get-a-Member (reward current members for referrals) • Visitors to your website • Exhibit at state SHRM conferences or other HR/business tradeshows • Social media/online groups or contacts (LinkedIn, Facebook, Twitter, etc) • Rented Lists (book buyers, seminar attendees, etc) • Local Universities • Small Businesses or Associations
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Other Membership Sources
Students • Look for student chapters to partner with or university HR professors to engage and have HR majors participate in chapter events. • Good feeder pool into your chapter, and they know other students or recent graduates! • Good source for interns and volunteers Small Businesses or Groups • Reach out to local small businesses through chamber of commerce or similar networks to attract those involved with HR activities, even if not full-time • Work with other local associations to co-host a meeting (ASTD, etc) • Offer to present to the Chamber of Commerce about HR compliance topics applicable to small companies. • If this is a target, remember not to address all members as HR professionals and use terminology familiar to all
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Marketing Plan Design Define Market – Who do you want to talk to? Who is likely to listen? Establish Value Proposition – What is your benefit to them? Identify Offer – What enticement do you want to give? Create Message & Call to Action Develop a Budget – How much can you spend? Determine the Media – How are you going to reach them? Implement Campaign Build a Process to Track Responses – How did we do??? If you aren’t tracking, you aren’t learning
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Define the Value Proposition
Definition What is the vision? What is the value? What is the connection? What Business is your chapter in? Education Professional Development Information/Knowledge Government Advocacy Publishing Public Relations Networking Standards & Certification Convention & Exhibition Research Take answers from audience and flip chart at the national and chapter level
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Determine the Offer The deal you're presenting to the prospect
The offer can be: “Buy one get one Free” Introductory price of $9.95“ The most important thing to an offer is that it be clear and concise. People really like free An offer is best when it has a deadline. Keep it simple: A confused mind always says "no” What SHRM Chapters are offering now Discounted dues (i.e. - $25 off or free first year for SHRM members) Free first meeting, lunch, etc 15 months for the price of 12 Drawing for large prize (iPad, etc.) Promotional Items
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Create Message and Call-to-Action
Grab their attention Speak personally – from me to you Describe benefits and show the value to the recipient Ask for the join – tell the person what you want them to do Create a sense of urgency P.S. Recap the offer in a P.S. “Respond by <date> and get <benefit>” “Discount good through <date>” “Offer good while supplies last” “First 50 people get …..” Other offer ideas?
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Using Social Media Reach new influencers and acquire new members through online recommendations and word of mouth -- Facebook likes, etc. Connect with members and non-members in your industry to Establish your chapter as local HR thought leaders and influencers. Ask questions to encourage discussions and engagement. Increase your chapter’s prestige and influence by answering others’ questions or participating in discussions. Promote upcoming events and membership promotions to boost awareness, attendance and revenue Give your chapter a personality through videos, sharing pictures, blog postings, etc
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Social Media Usage How does your chapter use social media? 2012 Meeting Notifications 80.3% Discussion Groups 69.7% Conference Notifications 64.8% Professional Development Events 60.6% Share Content 49.3% Recruit Members 46.5% Board Meetings 13.4%
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Ideas for Welcoming New Members
Welcome to new members Mailed welcome letter or member kit Membership card or certificate Welcome phone call With follow up information by Special discounts Announcement of new members at next chapter meeting New member webcast or online chat Send link to recorded welcome video from Chapter President
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Cultivate a one-to-one relationship
Engagement They Joined!! Now what?? Cultivate a one-to-one relationship A planned, proactive, methodical process of engaging a new member Remind them of how to access benefits What is important to them? Ask them…then remember what they told you Have new-member “radar” A 2-way conversation “Rookie year”
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A Sample Renewal Series
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
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Non Renewal Trends from the 2012 Membership Research
Reason for Non-Renewal Perceived Lack of Value 11% 24% Employer Won’t Pay Dues 12% 15% Too Expensive 5% 14% Couldn’t justify ROI 11% n/a Forgot Renewal 4% 7% Budget Cuts/Hardship of Company 17% n/a Lack of Engagement 14% n/a
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Reinstatement Expires are your best prospects
How long after a member expires do you continue to let them receive benefits? In general, after the grace period the process is working to reinstate the former member Find out why they let their membership lapse Be sensitive that they were once a member when recruiting them back Two-way communication in between renewal and reinstatement
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Build a Multi-Year Plan
Action Timing Target Media Offer Budget Call to Action Deliverable Awareness Nov 2012 Business n/a Learn more about HR $25 Free Whitepaper PPT Recruitment Jan 2013 Lapsed $300 Join by Date w/link Engagement #3 Monthly New Member How-to webinar for chapter website $100 Sign up for webinar Video, Renewal 10th of each month Expiring Members multiple Why your membership is important Annual budget Renew by date to continue benefits Chart Reinstatement Quarterly Lapsed (expired) members What you’ve been missing…article Rejoin and get discount Jpeg of article Since volunteers turn over every year or two, continuity can only come from long-term planning. State Councils and Chapters can work together to maximize efforts and institutionalize best practices.
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FREE Marketing Resources
Visit the Direct Marketing Association website for good marketing resources at Privacy information can be found at Sites with good marketing tips include Marketing Profs, – free newsletter MarketingSherpa – free newsletter membershipmarketing.blogspot.com Institute – free newsletter Smartbrief on Social Media – free newsletter Additional Information is on the VLRC – Membership section
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Free Download!! Download a free copy of the full 2012 report at:
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2013 Membership Webinars February 14th May 9th August 1st
December 11th All of these meetings will be Webinars Allows for recording Tracked in the VLRC Viewable if you cannot make the call Usable for training with chapters
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Membership Breakout Groups
Joyce LeMay Arrowhead HRA HRP-MN Lakes Area HRA Lake Country HRA Northland HRA Northstar SHRM TCHRA West Central MN SHRM Karen Gureghian Central MN SHRM Hiawatha Valley SHRM Rochester HRA South Central SHRM Southern MN Area HRA Southwest HRA Winona SHRM
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Break Out Group Discussions
Introductions Share current membership successes Share current membership concerns Review goals for 2013 Brainstorm on membership strategies Share contact information and make plan for follow up
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