1. Membership Marketing Summit

2. 1.What’s working in membership marketing 2.Tactical Best Practices by Channel 3.How to Promote SHRM Membership 4.Understanding Your Value Proposition 5.Tools & Resources Available to You What We’ll Cover This Afternoon

3. Membership is an ongoing process…

4.  865 participating trade, individual, and hybrid associations  Tells what is working in membership marketing  Only benchmarking research regularly conducted to determine the current best practices for the association industry  Sixth year  FREE at www.marketinggeneral.com/resources 2014 Membership Marketing Benchmarking Report

5. 2014 Benchmarking – Top Reasons for Joining an Association

6. Most Effective Methods for Building Brand Awareness

7. Recruitment – Top 3 for Individual Membership Organizations Other top methods include: Promotion to event attendees & personal sales calls

8. Engagement - Top Methods for Onboarding New Members

9. SHRM Onboarding E-mail series

10. Renewal Programs that Start 3 Months or More Before Expiration Have Higher Renewal Rates

11. Which Channels Generate the Most Membership Renewals?

12. What is the ONE Top Reason Members do not Renew Their Membership

13. 1.PERSONAL COMMUNICATION WORKS - Few associations are using the “volunteer or staff welcome calls” or “mailed welcome kits” 2.LISTEN TO YOUR MEMBERS – Significantly more likely than those associations with a lower renewal rate to say they added member research. 3.START EARLY - Start Renewals 3+ Months Prior to Expiration 4.KEEP COMMUNICATING - Extend Renewal 3+ Months After Expiration 5.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%). Practices Correlating with 80% or Better Renewal Rates

14. MGI Experience in Testing Member Incentives 1.Discounts on 1 st -year dues work the best 2.Research reports and surveys 3.Webinars 4.Books - “The Essential HR Desk Set” 5.Free months of membership (15 months for price of 12) 6.3 rd party gift cards – Starbucks, Amazon, etc.

15. E-mail Best Practices

16. Today’s e-mail World: The total worldwide e-mail traffic will grow to nearly 207 billion e-mails per day by the end of 2017 (The Radicati Group) Subscribers only spend 3 - 4 seconds deciding whether or not to open your email. (Litmus) 33% of email recipients open e-mail based on subject line alone. (Convince & Convert via Salesforce.com)

17. The good news is… E-mail marketing has an ROI of 4,300% (Direct Marketing Association) Personalized e-mails had a 29% higher open rate and 41% unique click-through rate. (Experian) E-mails that include social sharing buttons have a 158% higher click-through rate. (GetResponse)

18. Email Best Practices: Subject Line  Character Count (25 or less)  Short (can be just 1 word) –Invitation –Your Status Pending –Can we help?  How About These Long Ones? –Paid Leave, Overtime, Health Care, Criminal Background Checks and More –Employee Appreciation Day, New FMLA Poster, Daylight Saving Time and More Longer subject lines can work too if you use relevant key words! Emails with 4 to 15 characters in the subject line have the highest open rate and clickthrough rate (MailerMailer)

19. E-mail Best Practices: Subject Line  Urgent –2-Day Membership Sale –Your 3 Recert Credits Expire Friday  Personalize (e.g. Include your readers’ first name) –Tracy, Your Invitation  Use Actionable Words ‒ Download I-9 How-To Guide ‒ Register for Employee Conflict Chat  Avoid SPAM Triggers: Free, Cash, !!!, $, ALL CAP

20. Email Best Practices: Call to Action  Be Clear and Obvious: Click Here Submit Now Register Today

21. Email Best Practices: Call to Action  Above the Fold Remember the 3 seconds rule!

22. Email Best Practices: Pre-Header Copy

23. Email Best Practices: Design Pretty is not always better. Test using a clean and consistent template and focus on your offer and messaging.

24. E-mail Best Practices: Sender Which one gets the highest open rates from SHRM e-mails? –Chantal Rotondo, SHRM –SHRM Membership Team –SHRM Test what works for you! It depends!

25. Email Best Practices: Offer & Messaging  Clear Value Proposition: –What is it that they will get? –Find different ways to explain ROI: SHRM Membership is $185 a year Or $15 a month Or less than 50 cents a day Or $3.75 a week

26. Email Best Practices: Offer & Messaging  Short, Limited Time Offer –Short deadlines make people act quicker (1 day offer; 48 hour discount, registration ends tomorrow, etc)  Ask What Your Current Members Think –Why did they join? –Why did they renew? –Use their feedback for your campaigns and pitch  Use Your Own Personal Experience –Why did I join? Why do I like being part of this chapter?

27. CASE – Copy and Steal Everything Sign up for and learn from others in the same space

28. 1.Decide what component to test 2.Define success 3.Send test to part of your list 4.Send the winning version to the rest of your list Email Best Practices: A/B Testing

29. Offer Testing OfferResponsesResponse RateNet Revenue $165 – $15 Discount472.38%$25,305 $170 – $10 Discount407.33%$16,297 -Choose offers to test (discounts, incentives, etc) -Number of members or revenue: $10 or $15 discount?

30. E-mail Best Practices: How to Measure Success Key Metrics:  Open rate  Click-through rate  Conversion rate  Unsubscribe rate Make sure to compare apples to apples! Nonprofits Email Marketing Benchmarks Open Rate 25.30% Clickthrough Rate 4.20% Unsubscribe Rate 0.16% (Source: Silverpop)

31. Let’s practice! Tell them why you’re emailing right away and create urgency Tell them what’s in it for them. KISS: Keep it short and simple Repeat the offer again Use the right person to sign this email to give it a personal touch Use a simple template

32. How to Grow Prospective Member List: – Run a member-get-a-member promotion – Encourage current members to bring a colleague – Get in touch with lapsed members −Reach out to local universities

33. How to Grow Prospective Member List: Events and Promotions – Invite local employment attorneys to speak – Hold a value-driven webinar – Partner with other local associations – List your upcoming events online – Consider changing the time of an event

34. – Create an e-mail signup form/box. – Encourage your current email subscribers to share your emails – Include a “Subscribe” link – E-mail Signature How to Grow Prospective Member List: Website and E-mails

35. – LinkedIn messages. Search and message local HR professionals directly. Be professional and be personal. – Share content on your social media pages and encourage sharing How to Grow Prospective Member List: Social Media

36. How to Promote SHRM membership FROM SHRM: Information and Knowledge, Peace of Mind – Access to Knowledge Advisors. – Samples. – HRWeek & HR Magazine. FROM A CHAPTER: – Connections, Community. – Discussions on Local Challenges.

37. How to Promote SHRM membership We’ve run the numbers for you: 10 Issues of HR Magazine$70 Reading 3 of the more than 50 research reports$299.85 Participation in 12 webcasts from other organizations$1,500 Savings by not having to pay some consultant feesYour estimate Full access to SHRM sample forms, policies, how-to guides and presentations$300 SHRM Membership Value = $2169.85 or higher You Pay Only $185 for 1 year full professional membership

38. Defining a Value Proposition

39. Understanding Your Value Proposition What is ?

40. Value is a Perception

41. “The message... is that no company can succeed today by trying to be all things to all people. It must instead find the unique value it alone can deliver to a chosen market.” Treacy and Wiersema, The Discipline of Market Leaders, page xiv

42. The Things You Have

43. FEATURE Continuing Education Programs Certification Programs Members-Only Discounts Newsletter or eNewsletters Monthly Magazine/Journal Webinars Face-to-face lunches/dinners/meetings

44. Benefits: What People Gain from the Feature

45. FEATUREBENEFITS Continuing Education Programs Keeps you knowledgeable and relevant as a professional Certification ProgramsValidates your capabilities Members-Only DiscountsSaves you $$$$$$$ Newsletter or eNewslettersEasy access to timely information Monthly Magazine/Journal Covers the hottest topics and trends around in your area WebinarsConvenient learning at your fingertips Face-to-face lunches/dinners/meetings Networking with other professionals like you to discuss and solve common problems

46. Avoidance: What People Don’t Want to Experience

47. FEATUREBENEFITSAVOIDANCE 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 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

48. Emotional Drivers: Speaking to Aspirations

49. FEATUREBENEFITSAVOIDANCEEMOTIONAL 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 Becoming an authority in my 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 more time to spend on the things that really matter Monthly Magazine/Journal Covers the hottest topics and trends around in your area Not being on top of major employer concerns Being on the cutting edge of the profession Webinars Convenient learning at your fingertips Costs of travel, room and board for educational needs You can become an expert in a specific area 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 Making professional friendships that last a lifetime

50. Monthly Face-to-Face Meetings – You’re not alone! Dozens of professionals attend our collaborative events designed to meet, learn and grow alongside other professionals. Members Only Discounts – Exclusive savings on all your local professional networking and professional development needs, lightening the load on your company and your wallet. Putting It All Together

51. 1.Templates: Win-back calls, Renewal Notice, Acquisition Mailing 2.Membership Dashboard – Excel Tool 3.Free newsletter, webinars, and research from MGI Resources Available to You