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Membership & Marketing Overview
Council Presidents’ SeminarApril 10,2014
Kathy Partain, CAEDirector, Membership & Marketing
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Chapters & National: Working Together
Collaboration is essential. Peer-to-peer interaction is the
best and most effective method for recruitment and retention.
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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 2nd year of the new
membership model
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Membership Model
Membership level determines what products or services a member receivesMoving away from providing products and services to everyone regardless of what member paid
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Common Foundation
Advocacy Information
Products & Services Chapters
Advocacy Information
Products & Services Chapters
LIFE ? BASICNo Fee
PREMIUM
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Basic
Pick The Model That Suits Your Stage/Style
Premium
LifeSpouse Benefits Mirror Member’s
Category
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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.
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Common Recruiting & Marketing Challenges
Aging demographics
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Demographic Snapshot-Ages
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Demographic Snapshot-Status
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Chapter Membership Demographics-
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Life Membership Growth
55% of paid membership
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Common Recruiting & Marketing Challenges
Aging demographics Competition Limited or denied access Privacy/Can-spam Acts List fatigue New media Postage increases
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Why MOAA?
Personalize MOAA membership to the individual.
Appeal to emotion. More member stories and
testimonials.
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Communications Planning
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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
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National & Chapters: Working Together
Chapter Recruiting program Ongoing efforts to promote
chapters to national members
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National Support of Chapter Recruiting 2013
Ads for local re-purposing Chapter assignments and
vouchers for new national members
Print and online join forms
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USAA Sponsorship
Must promote USAA Must be linked to chapter
membership growth Must have a connection to
community service/goodwill
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Exhibits
National Conferences State National Guard Associations
Conferences Awards Gold Bar
Council and Chapter support is vital.
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Text Alerts
Coming soon…Members can subscribe to alerts by texting one or more of the following keywords to MOAA1 (66221).
Benefits LegisCareer MemberCaregive VAClaims
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In Summary
Membership has its challenges We’re a strong team when we
work together Your leadership is appreciated
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Questions?