25th March 2015, London© Sue Froggatt Training &

Consulting

The Five Characteristics of Highly Successful

Membership Programs

?????

Take Away Ideas  

No Brainers Good Ideas Great Idea (just do it) (get to work on it) Ain’t Gonna Happen (now)

9 Things to Think About in Today’s Membership

World

1. It’s not about YOU. It’s not about the ORGANIZATION.

It’s about MEMBERS and PROSPECTS.We’ve got to become

MEMBER-CENTRIC.

2. Membership isn’t just a TRANSACTION. It’s an

EXPERIENCE.

3. The number of times we touch members isn’t the point any more. The point is to be

sure that all of the touches are POSITIVE.

Customers punish organizations more for a bad experience than reward them for a good

experience48% of people who have something negative to say, tell

10 people

45% of people who have positive experiences, tell 3 people

[ 19% of customers will not trust an organization after ONE bad experience ]

ExerciseShare your personal stories

Where and when have you had a memorable:

1. Positive customer experience2. Negative customer experience?

What happened?

4. In many NGB’s the membership EXPERIENCE is a case of being GUILTY by ASSOCIATION.

5. We need to spend less time communicating and

more time CONNECTING.

6. Even in the world of sports and competition, people have OPTIONS.

7. In every step of the membership “journey” we

have to work to LOWER the EFFORT necessary to be part

of our organization.

1. How many clicks does it take to get from the home page to the membership application on your website?

2. How long does it take to fill out a membership application on your website?

3. What percentage of members trying to register for a meeting or event online this year have had to start over more than once?

4. How many methods can members choose to pay their dues?

5. What percent of your members have ever been to your website?

8. In addition to describing the BENEFITS of membership you also need to identify the VALUE of membership.

Benefits of Membership

Exercise:articulating the value

What key words or phrases can you use to describe the VALUE of membership in

your organization?

Benefits of Membership Value(s) of Membership

ParticipationImprovementEnjoymentAccomplishmentOpportunityAdvocacyEmpowermentCommunityCompetitionCost effectiveRecognition

Create a positive membership “environment”-Brand your organization as something special!

-quality-consistency

-loyalty-identifying slogans & images

-affiliation-awareness

-spokespeople

Your Dimes Helped Us Wipe Out Polio……..

Now, Give Us a Hand with Premature Birth Defects

To provide key support and information that will always be

important, useful, and indispensable to fire fighting

leadership.

To provide key support and information that will always be

important, useful, and indispensable to fire fighting

leadership.

9. The ongoing goal is to try to make

membership DESIRED, not REQUIRED.

Four Steps to Membership Growth Current Best Good Score Opportunities Ideas

On a scale of 0 to 10, would you recommendmembership to a colleague or friend?

Never Definitely

I thought of you.

I thought of you.

Five Keys to Higher Retention

1. Have a PLAN for retention, not a

PRAYER

2. Identify LIKELY drops early and do something about them.

Exercise:Retaining new members

What do you do specifically for 1st Year members that is

different than what you do for all members?

3. Reduce the TIME and HASSLES of membership in

every way possible.

“When we analyzed what was happening, we found one member got 160 emails

in 6 months about training.”

training courses”

Review your web site

Session replay technology

Heat mapsPainlesspassword access

Sign up as a member

4. Continue seeking new and creative ways to ENGAGE more members.

Have A Benefit Tournament

The Association of Corporate Counsel (ACC) have an annual competition in March where they had members voting for the associations best benefit – which do they find most valuableDesigned to highlight what the association offers and engage membersAssign various staff each benefit – they record a video on why members should vote for that benefitMember with the most accurate prediction gets $400 voucher Creates a real buzz because people get enthusiastic and have funThe members asked for it to be repeated again!More people participated in the 2nd year, visited the web site and talked about it in the associations’ forumThis year’s winner was the in-house job line

Engage Members by Asking Their Opinion

55

There’s an App for That NAHB Advocacy App

Launched May 31 for LegCon, and to be updated for future use

Available for iPhone, iPad and Android devicesone-page how-to for members

Design WOW Participation Tools

5. Be a REASON to RENEW.

5 Characteristics of Highly Successful Membership

Programs

1

23

4

5

Exercise:Successful membership

organizations

What are the characteristics shared by successful NGB’s in their membership programs?

1. They create a

Member Centric Culture

in their organization

2. They are good at building

PARTNERSHIPS.-affiliated organizations

-MSO

-affinity organizations

-funding entities

-sponsorship entities

3. They make heavy use of Social Media and other “virtual member” tools.

4. They build community through customization and

connectivity.

Think about customizing not just through categories but also through Value Groups

CAREER CLIMBERSFANS CONNECTORS

WORKADAYSCRUISERS HOMELIFERS

Typicallymale

Interest in technology

Median age - 39

Career Stability

DonorsTravel

Tend to bemarried Personal focus

Desire services that promote career advancement

Median age - 56

High interest in professionaland social networking

Median age - 35

Low interest insocial networking

High interest inathletics

Alumni Association of University of Michigan : 6 segments

Segmentation ModelCareer Climbers CruisersFans Homelifers Connectors Workadays

24%8,164

Students

Boomers(1968-1986)

Gen X(1987-1998)

Gen Y(1999-2001)

Matures(1967-prior)

27% of 3,364

22%142,662

20%91,970

34%73,529

59% of 34,210

5% of 13,971

30% of 28,465

33% of 22,432 34% of 5,855

28% of 37,450

24% of 23,920

37% of 1,147

29% of 84,949

26% of 34,125

20% of 23,929

31% of 2,410

24% of 63,828

5% of 15,116

8% of 3,314

10% of 262

5% of 32,663

31% of 14,814

24% of 7,173

71% of 38

10% of 72,210

60% of 23,2913% of 4,616

54% of 9,5305% of 31,627

41% of 1,35115% of 32,283

16% of 6,684 31% of 623

Penetration

Segmentation ModelCareer Climbers CruisersFans Homelifers Connectors Workadays

24%8,164

Students

Boomers(1968-1986)

Gen X(1987-1998)

Gen Y(1999-2001)

Matures(1967-prior)

24% of 63,828

22%142,662

20%91,970

34%73,529

59% of 34,2105% of 32,663 30% of 28,46510% of 72,21029% of 84,949

High PriorityPriorityHighest Priority

Priority

5. They try to anticipate member needs,

not just react to them .

25th March 2015, London© Sue Froggatt Training &

Consulting

The Five Characteristics of Highly Successful

Membership Programs