1. Members! Peggy Hoffman, president Mariner Management & Marketing

2. Goal: Robust Membership Thriving Refreshing Growing

3. Retain Members Attract New Members

4. #1 Way to Retain? Member Involvement Value ↑ as Involvement ↑ #1 Reason to drop: Low Value for Cost * Decision to Join

5. #1 Way to Get Members Involved? Member Invites a Member # 1 Reason to Volunteer: Asked! Referrals Generate Excitement 1 Points of Light 2 Euro RSCG Worldwide / Creating Customer Evangelists

6. #1 Way to Recruit? Word of Mouth 60% Credited Colleague/Instructor People seek referrals from friends 1 Decision to Join 2 Creating Customer Evangelists

7. #1 Word of Mouth Source? Members! Primary Influence: Colleague 1 Decision to Join

8. Member Evangelist!

9. Activating Member Evangelism… How to find your member evangelists How to cultivate member evangelists How to tap member evangelists

10. Member Ladder… Engaged Member Participating Member New Member Member Evangelist

11. Activating Member Evangelism… Participating – comes to events, pitches in occasionally Engaged – contributes, takes on a volunteer role Evangelist – promotes your organization

12. Activating Member Evangelism… New Member Warm welcome Create connections Personalize Participating Member

13. How can you increase participation?

14. Activating Member Evangelism… Participating Member Communicate, communicate – to them, with them, from them Sharing with them – what knowledge can you give? Help them connect – how can they connect in your association? Engaged Member

15. How can you engage members?

16. Activating Member Evangelism… Engaged Member Make easy to share, recommend Respond quickly – to their needs & to those who they refer Give tools like trials Grease the buzz – find your hubs Member Evangelist

17. How can you support your Envangelists?

18. Metrics to Measure: Participation Engagement Evangelist – Net Promoter Score

19. % of Promoters - % of Detractors Net Promoter Score

20. How likely is it that you would recommend membership in [association] to a friend or colleague? Promoters (Rating 9-10)43.0% Passive (Rating 7-8)31.3% Detractors (Rating 0-6)25.8% Net Promoter Score17.2% * Decision to Join

21. A person’s decision to join is an individual membership organization is not a cost-benefit analysis. ASAE & The Center’s Decision to Join 16,000 respondents