1. Meeting the Challenge: What are you doing differently to retain members in 2013? Melanie J. Penoyar, CAE Erin Haddigan

2. Agenda Status of 2013 Membership Goals Section Membership Challenge – First –year members – Four actions for Sections Section sharing Membership Promotions Fall Tradeshows and Section Conferences

3. 2013 Membership Goals 50,000 members 88% retention rate $10.2M in dues revenue

4. Renew 67% of 1st-year members and get 10% of dues collected. Focus on specific members. Section Tools Best friends list Retention Report Challenge Report Section Membership Challenge

5. 1 st -Year Members What’s all the fuss about new members? What’s different about them?

6. The Membership Lifecycle – Awareness – Recruitment – Engagement – Renewal – Reinstatement

7. Engagement The process of moving members from observers to users of products and services, while strengthening their emotional or physical investment – Create interaction – Communicate relevance – Measure involvement

8. We should be guiding the member experience.

9. Benchmarks Individuals 67% Organizations 75% AWWA Individuals 49% Organizations 56% 1 st -Year Member Retention

10. AWWA Retention Strategy Individual Members Individual Actives (Grade 02) Admin/Operations (Grade 06) Life/Honorary (Grades 10 & 12) Students (Grade 14) International (Outside North America) Sections awwa Organizational Members Main Contacts (Grade 76) Additional Actives (Grade 04) Utilities (Grades 80-86) Service Providers (Grades 90-94) Partner Agencies (Grade 74) AWWA awwa

11. New member kit arrives in 1st month and includes: Letter Card Certificate Coupon Quick References Resource Guide AWWA Onboarding

12. Email Series includes: Welcome W1 Get Familiar M2 Get Connected M3 Web Resources Get Involved AWWA Onboarding

13. Member Value Messages New Member Orientation Social Media Other Activities

14. Prior to Expiration ActivityMonth Web Notice10 1 st Email Notice10 1 st Mail Notice 10 2 nd Mail Notice11 2 nd Email Notice12 Last Issue12 After Expiration ActivityMonth 3 rd Mail Notice>30 Post card>30 3 rd Email Notice>60 Call>60 4 th Email Notice>90 Win Back CallingApril/Oct AWWA Renewal Efforts

15. Communicate with new members Recognize new members Push new members to engage Thank new members Section Responsibilities

16. Sections Welcome New Members During 1 st Month Options Email Mail Phone Section Tools Database and weekly lists Templates : Emails Letters Calling scripts

17. Section Recognize Members During Q1 recognize members through: Web Newsletter Public Recognition Section Tools Section Database

18. Section Recognize Members During Q1 recognize members through: Web Newsletter Public Recognition Section Tools Section Database

19. During month 4, push members to engage with the Section: Provide discount to conference or training Encourage them to recruit a member Ask to volunteer Section Tools: New member discount sample Member-Get-A- Member Resources Volunteer flyer Push Engagement

20. Show Appreciation

21. Section Tools Member Appreciation Toolkit: Graphics Video Ideas Section examples Show Appreciation

22. What are you doing today? What are your great ideas? Great Ideas

23. Membership Campaigns Individual Grade 02 15 months for the price of 12 Operator Grade 06 eLearning bundle, study guide bundle Student Grade 14 Join for $10 9/1-11/30 Small Utilities Grades 80 and 81 25% off first year Member-Get-A-Member Social Media promotions International Coffee Day $70 purchase required to get Free mug

24. Fall Section Conferences AWWA will promote member value at many outside tradeshows and Section conferences this fall.

25. Have Fun