2014 avectra user conference membership+components+data=success
TRANSCRIPT
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MEMBERSHIP + COMPONENTS + DATA = SUCCESSFUL GROWTH STRATEGY RESULTS
Trevor S. Mitchell, CAEMarch 4, 2014
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CAE CREDIT
This session is approved to receive CAE credits.
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INTRODUCTIONTrevor Mitchell, CAEExecutive Director of Member Programs & ServicesARMA InternationalFollow me on Twitter: @trevm22#AUDC14
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LEARNING OBJECTIVES
After participating in this session, you will be able to:
Understand how to leverage component for membership efforts
Importance of understanding targets and communication channels
See information in action
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WHITE PAPER HISTORY
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IMPORTANCE OF WHITE PAPER
• Relevance of Components in Organization Strategy
• Demonstrated how functional areas can work together
• Marriage of marketing concepts and leveraging components
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INTEGRATING COMPONENTS INTO YOUR STRATEGY
What is the “basic criteria” for a component? Area of study Geographic Potential revenue Number of people/size
What is the goal of a component & how does it support the association’s strategic plan?How are you collecting data about your components?
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10 QUESTIONS TO ASK
1) Is the component clearly defined within the organization?2) Does the component reach a primary or secondary marketing of
the association?3) If the component is a primary market, how will it be funded
and/or supported?4) If the component is a secondary market, how will it be funded
and/or supported?5) Does the component extend and complement the mission and
value proposition of the association?
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10 QUESTIONS TO ASK – (CONTINUED)
1) Can the benefits of the association be achieved more effectively or inexpensively through a different component?
2) Can the component and the association work together in harmony to achieve success?
3) Can multiple components be serviced simultaneously to maximize results?
4) What are the component’s primary channels of communication to members and prospects?
5) What metrics are to be used in “define success”?
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IMPLEMENTATION
Approach collaboration as an allianceGain consensusRespect their motivationKeep it simpleUse defined metrics and provide frequent feedback
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HOW COMPONENTS FURTHER STRATEGY
RetentionRecruitmentEngagementValue
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CASE STUDY
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OVERVIEW
Wanted to collaborate with our components for membership growthFocused on the following:
Leverage strengths of HQ and components Collaborative efforts Make this easy
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CAMPAIGNS
Recruitment
Spring Campaign Prospects Tracking in
netForum Defined roles
Resources to leverage year round
Retention
Encourage Follow up
messages Leverage peer-to-
peer connectionsStreamline data for chapter use
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YEAR TO YEAR COMPARISON
FY 11-12
79% of Current Members with Chapter Membership31% of those terminated without a chapter membership64% join with a chapter
FY 12-13
77% of Current Members with Chapter Membership34% of those terminated without a chapter membership82% join with chapter
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WHAT DID WE LEARN?
18% increase in joins with chapter membership year to year3% increase in terminations without chapter membershipChapters are our strongest membership growth channel
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HOW TO START?
Start with the end in mind What are you trying to achieve? What do you want to know?
Start small and expand from thereContinue to review, modify, and retry
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SUMMARY
Leverage Data to Identify best growth channelsKeep it simple and focusedDefine success, measure, and adjust
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QUESTIONS?
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ADDITIONAL LEARNING OPPORTUNITIES
For information about additional resources visit:
White Paper - 10 Tips to Develop and Effectively Use Components in Membership Marketing
Component Relations Handbook – 2nd Edition
2013 Membership Benchmarking Report
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CONTACT INFORMATION
Presenter Contact Information: Trevor S. Mitchell, CAE [email protected] @trevm22
Thank you for your participation!