1. Membership & Marketing Overview Council Presidents’ Seminar April 10,2014 Kathy Partain, CAE Director, Membership & Marketing

2. Chapters & National: Working Together  Collaboration is essential.  Peer-to-peer interaction is the best and most effective method for recruitment and retention.

3. A Close Look at MOAA Membership  Membership stands at 383,000+ members.  Greatest Generation leaving  Need next generations to sustain  Retention good…but too many lapse  Recruiting now more than ever  Just entered the 2 nd year of the new membership model

4. Membership Model Membership level determines what products or services a member receives  Moving away from providing products and services to everyone regardless of what member paid

5. Common Foundation Advocacy Information Products & ServicesChapters Advocacy Information Products & ServicesChapters LIFE ? BASIC No Fee PREMIUM

6. Basic Pick The Model That Suits Your Stage/Style Premium Life Spouse Benefits Mirror Member ’ s Category

7. New Membership Model: What Will We Gain?  Increase in percentage of younger officers.  Larger pool of members that can later be converted to premium membership.  Differentiation in value propositions.

8. Common Recruiting & Marketing Challenges  Aging demographics

9. Demographic Snapshot- Ages

10. Demographic Snapshot- Status

11. Chapter Membership Demographics-

12. Life Membership Growth 55% of paid membership

13. Common Recruiting & Marketing Challenges  Aging demographics  Competition  Limited or denied access  Privacy/Can-spam Acts  List fatigue  New media  Postage increases

14. Why MOAA?  Personalize MOAA membership to the individual.  Appeal to emotion.  More member stories and testimonials.

15. Communications Planning

16. Why Chapter Membership?  How does your chapter answer this question?  Allows member to stay connected locally  Camaraderie with a purpose  Allows officers to continue leading  Creates a support network for spouses

17. National & Chapters: Working Together  Chapter Recruiting program  Ongoing efforts to promote chapters to national members

18. National Support of Chapter Recruiting 2013  Ads for local re-purposing  Chapter assignments and vouchers for new national members  Print and online join forms

19. USAA Sponsorship  Must promote USAA  Must be linked to chapter membership growth  Must have a connection to community service/goodwill

20. Exhibits  National Conferences  State National Guard Associations Conferences  Awards  Gold Bar Council and Chapter support is vital.

21. Text Alerts Coming soon…Members can subscribe to alerts by texting one or more of the following keywords to MOAA1 (66221). BenefitsLegis CareerMember CaregiveVAClaims

22. In Summary  Membership has its challenges  We’re a strong team when we work together  Your leadership is appreciated

23. Questions?