designing a membership model for the future
TRANSCRIPT
• Hardworking• Detailoriented• Organized• Innovative
thinkers• Loyaltomy
employer
Millennialsviewthemselvesas…
#6Generations
• Tech-savvy• Easilybored• Open-to-
change• Self-centered• Innovative
thinkers
BoomersandGenYviewMillennialsas…
• Tech-savvy• Easilybored• Open-to-
change• Self-centered• Innovative
thinkers
BoomersandGenYviewMillennialsas…
• Hardworking• Detailoriented• Organized• Innovative
thinkers• Loyaltomy
employer
Millennialsviewthemselvesas…
1. Expandreach–Increasemembershipamongkeyaudiencesegments
2. Alignvaluewithcost– maintainhighretentionrates
3. Increaseengagement
1. Research partner– value/pricingstudy
2. Leadershipsupport- Boardpresident,open-mindedvolunteersandkeystakeholdersinvolvement
3. Mappingcurrentmemberstoanewcategorythatwassimilartotheoldone
Keys to Success
4. Communications – 4monthspriortolaunch– Focusonhownewmodelwillimpactmembers
Keys to Success
• Microsite• Monthmailings• Targetedemail• Invoiceinserts
Keys to Success5. Pilottestingthenewmodelwithnew
audiencesthatwerenevermembers
6. Periodicboardreports,standardsetofmetrics,trackingandupdates
7. Boardcommitmenttomakenochangesforafullyear
8. Identifyingchampions
Challenges in Year 1• Asmallernumberofmembersmovedtothe
Premiumlevelthananticipated- onlyabout1%chosethoseoptioninthefirstyear.
• SlightdecreaseinmembershipoutsideoftheUS/Canadaduetotheduesstructurechange.Consideredadifferentduesstructureforinternationalmembersoncewepassedthefirstyearofthenewmodel
BASICAnnualDues:$295
ENHANCEDAnnualDues:$395
PREMIUMAnnualDues:$495
BENEFITSØ Onlineaccesstothe
JournalCHESTØ Discountsforcourses
andproductsØ Onlineaccesstoclinical
guidelinesØ CHESTcareerconnection
accessØ Opportunitytojoin
CHESTNetWorksØ Accesstoe-community
portal
BENEFITSAllthebenefitsofBASICplusØ Printaccessto
JournalCHESTØ Opportunityto
becomeandremainaFellow
Ø Leadershipopportunities
Ø Invitationtonetworkingevents
BENEFITSAllthebenefitsofENHANCEDplusØ Additionalspecialoffers
throughouttheyearØ Advanceaccesstocourse
registrationsØ Advanceaccesstohotel
registrationsØ InvitationstoVIPevents
Results – 19,000 Members• Highestmembershipever!
• Mostofthegrowthinareaslikefellows-in-training,non-physicianclinicians,industryrepresentatives,andothertrainees
• Annualmembershiprevenuesteady
• Membershipretention:90%
Questions to ask…
1. Whatisyourgoal?Members,reach,revenue?
2. Whatisthesizeofthemarket?
3. Doyouhavethetechnologytosupportachangetothestructure?
4. Doyouknowwhatmembersvaluemost?
5. Whoshouldyouconsultandinform?
Questions to ask before you make a change
6. Howdomemberscurrentlybehave?
7. Canyouprovideenoughvalueatdifferentlevelsofmembershiporwillyouneedtoidentifynewbenefits?
8. Whatarethenextbestalternativesinthemarket?Howaretheypriced?
Questions to ask before you make a change
8. Whoshouldbeamemberbutisn’t?
9. Couldyouimprovethememberexperienceorthefrequencyofwhenmembersusebenefits?
10.Canmembershipbeaproduct?
11.Howwillyoutransitioncurrentmembersintothenewmodel?
12.Howwillyouonboardnewmembers?
13.Arethereany“winners”or“losers”inthenewmodel?Howwillyoucommunicatethechange?
14.Willthenewmodelhelpyouachieveyourgoals?
Questions to ask before you make a change
Thankyou.SheriJacobs,FASAE,CAEPresident&CEOAvenueMGroup
SuzanneSletto,CAEDirector,LeadershipOperations&NetWork DevelopmentAmericanCollegeofChestPhysicians